New chart rule prompts K-pop stars to rethink releases
As K-pop has become more competitive in quality and quantity, so has the race to conquer the music charts as quickly as possible -- so fierce as to get the industry to agree to shake up its chart aggregation system.
On Feb. 27, major music services like Melon, Mnet and Genie collectively revamped their methodologies in aggregating real-time charts, measuring performances for only six hours -- from noon to 6 p.m. -- from the previous around-the-clock gauging.
Anything released outside of the six hours will be measured starting at 1 p.m. the following day.
Why the change? Before the fix, midnight used to be the go-to release window for major artists, mostly idol stars, putting out new music online.
(Melon) |
Big idol groups favored midnight releases, with not just the title track but others on new albums dominating several charts, most recently seen after the release of the new album from BTS (Bangtan Boys) just prior to the rule change.
This trend even caught the attention of the government, with the culture ministry sending a request to the Korea Music Content Industry Association late last year, asking the trade group to address concerns of chart hogging by top-billed artists.
Needless to say, major artists and record labels have started to re-strategize, experimenting with various release window options to make the most out the new landscape.
The first big release under this new environment was "R U Ready," the second full-length album from idol group Lovelyz. The eight-member act released its album at 10 p.m. the day before the new rule was enforced.
While Lovelyz isn't considered to be shoulder-to-shoulder with the top-tier A-list acts such as Girls' Generation or EXO, they did eventually top a number of major charts such as Mnet and Naver Music.
(Woollim Entertainment) |
Pop diva Ailee released her new song "Reminiscing" at noon on Feb. 27 and Taeyeon of Girls' Generation also put out her new solo EP album "My Voice" at noon the following day. Taeyeon soared to No. 1 on several major charts regardless of the new rule.
Meanwhile, some artists are aiming for the 6 p.m. window, the deadline of the new real-time chart aggregation, targeting students returning home from school and office workers getting ready to leave work. Idol girl group Gugudan put out their new EP album "Act 2 Narcissus" at 6 p.m. on Feb. 28, while boy band BTOB plans to also put out their new EP album "Feel'eM" at 6 p.m. on March 6.
(Cube Entertainment) |
Acts like GFriend and B.A.P have reportedly toiled heavily in coming up with the perfect release windows.
(Source Music) |
(TS Entertainment) |
"Introducing the new tally method is a rational move, given the overwhelming sway just a few major artists have had over the charts. But we still have to wait and see the totality of its effect," cultural commentator Ha Jae-keun said. (Yonhap)