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How Western Pop Acts Can Use K-Pop’s Marketing Playbook
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billboard.comU.S. labels are employing K-pop marketing strategies for their own acts, though KISS, Taylor Swift and Justin Bieber were using similar tactics to sell records before the genre blew up Why Don’t We, a Los Angeles boy band composed of five white kids, had never had a Billboard Hot 100 hit when it began touring seven Asian cities in August 2018.
The band had a new album to promote, 8 Letters, so its label, Warner Music, decided to break out the K-pop playbook. Warner set up chatrooms, flooded Instagram and Twitter, and put fan bases in different countries in touch with one another. “You’ll have a kid in Taiwan communicating with a kid in Singapore: ‘Did you see what Jonah [Marais] was wearing?’” says Randy Phillips, the group’s manager and
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