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偶像界更新換代的時刻來臨?K-POP未來何去何從? - SeoulSunday.com

偶像界更新換代的時刻來臨?K-POP未來何去何從?

像彗星一樣出現在歌壇的新人女子組合NewJeans的出現,宣告偶像界開啟更新換代的模式。

在第4代偶像市場的新人

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隨著女子組合NewJeans的登場,偶像市場的新老交替格局正在形成。NewJeans是HYBE旗下廠牌ADOR的代表閔熙珍指導的女團

閔代表是過去在SM娛樂,將少女時代組合打造成最頂級組合的功臣之一。此次她轉會到HYBE後,首次拿出的作品就是組合NewJeans。

7月22日出道的5人女子組合NewJeans,是擁有越南和澳大利亞國籍成員的跨國組合。組合的名字就像直譯的一樣,意味著新的牛仔褲、新的基因(New Genes)。

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對此,閔代表表示:“牛仔褲是不論時代,男女老少都喜愛的單品”,“像無論什麼時候穿都不會膩的牛仔褲一樣,有著成為時代標誌的抱負”。


NewJeans是由2019年9月通過選秀選拔的練習生組成的組合,同年年末決定成員。從2020年初開始,在約2年的時間內準備出道。

NewJeans在出道的同時受到了爆發性的關注。從外貌來看,全體成員都是中心級,公開的音源也充滿著清涼感。有著與最近Girl Crush風格完全相反的清純,從這一點來看她們的新穎性得到了認可。


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NewJeans的宣傳營銷打破了之前偶像組合出道的公式。從一開始就省略了預告片,公開了主打歌的MV,讓大眾掌握組合的整體性。而且每個成員都製作了不同版本的MV,為了了解所有成員,需要聽5次一首歌,嘗試了自然的市場營銷。

閔代表預測:“即使出於好奇心,如果看到最初公開的內容,也會無條件地聽NewJeans的音樂。”戰略非常成功,專輯預售僅三天,預售量就突破了44萬4000張,專輯發行當天就銷售了26萬張,這是歷代女子組合出道專輯中的最高紀錄。

另外,專輯公開的同時主打歌《Attention》橫掃了各大音源網站的第一位。

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NewJeans的成功出發直接關係到HYBE的發展。直到最近,HYBE內仍然存在不利因素。代表HYBE的防彈少年團(BTS)中斷了團體活動,野心勃勃出發的女子組合LE SSERAFIM從出道初期開始就捲入了校園暴力爭議。

但最終發生了被指為校園暴力加害者的成員退出的不光彩話題。在這一時期,HYBE的突破口是NewJeans。當初,NewJeans與HYBE的內部情況無關,計劃今年出道。但業界分析認為,NewJeans在轉換HYBE的發展趨勢方面是絕招。

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NewJeans被評價為與現有第4代女子組合不同。因為成員的平均年齡是17歲,而且以與現有組合不同的行動接近大眾。把對Z一代來說陌生的CD製作成周邊產品,刺激了對第一代偶像狂熱的粉絲們的鄉愁。


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另外,作為與粉絲們溝通的窗口,NewJeans新設了應用程序“poning”,以復古風裝飾,有分析認為,NewJeans的新面貌將結束第4代偶像市場,開啟新一代。

偶像的譜系

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雖然界限並不明顯,但是偶像們一直按照年齡段來區分。如果出現代表當代的組合,那麼下一代就會開始。裝點第一代偶像市場的是HOT、SES、水晶男孩、Fin.KL。當代的偶像組合追求的是神秘感,只向大眾公開了舞台上的樣子,引發了大家的好奇心。當代的氛圍既基調是——偶像必須是無法觸及的存在。

但這一公式在第二代已經崩潰。東方神起、BIGBANG、少女時代、Wonder girls、Super junior等組合紛紛出現在各種綜藝節目中,擴大了粉絲群。人性化的形像有效地塑造了親近的形象,大眾對此給予了肯定。

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還有繼承他們的2.5代偶像組合,組合2PM、2NE1、4Minute、4Miss A、BEAST、SHINee、f(x)就是其中的代表。2.5代組合擴張了偶像的風格,女子組合清純可愛,男子組合則不局限於以男性美為概念,嘗試了多樣的表演。

第3代組合把重點放在了正式向世界宣傳K-POP上。防彈少年團、EXO、BLACKPINK、TWICE、GFRIEND、Red Velvet、MAMAMOO、Seventeen、GOT7等就是例子。


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隨著數字技術的商用化,國境之間的界限逐漸消失。不僅在國內,也開始形成海外粉絲群。向世界宣傳K-POP的代表性組合是第三代的防彈少年團

3.5代男團的活躍表現非常突出。在防彈少年團和Seventeen之後,停滯不前的男子組合市場上,MONSTA X、NCT等出道後開始發光。

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3~3.5代的共同點就是直接和粉絲們溝通。原本只能在舞台、粉絲見面會、熒屏等正式日程中才能見到的偶像們,現在可以通過SNS交流,形成了更加牢固的關係。特別是隨著連接偶像和粉絲的專用社區的出現,可以互換信息和照片。