What is 2NE1′s Secret to Gaining Attention Worldwide?

2NE1, who had set a “5 consecutive all-kill” record in South Korea, also enjoys enthusiastic attention on the global stage. Ever since “I’m The Best” clinched the Number 1 spot on Germany’s music website Viva, 2NE1’s latest single “Ugly” has also achieved a high ranking on the world’s largest music site, iTunes. Being a South Korean girl group, what is their secret to attracting worldwide fans every time they release a new song?

Recently, the Hallyu wave swept the world like a tsunami, and its weapon would be the social networking sites. Through Youtube, Facebook, Twitter, Cacao, personal blogs and other social networking mediums, the charm of K-Pop spread rapidly to Japan and other Asian countries, even to as far as Europe. Also, the use of Youtube and iTunes by YG Entertainment from very early on has also provided amazing results. Big Bang, 2NE1, Se7en and other YG artistes already have a total of more than 1 billion views for their music videos. On 27th July, YG Entertainment revealed 2NE1’s “Ugly” MV but in a matter of 4 days, the number of views has already passed a million. This is also partly to increase the awareness of the presence of 2NE1 before they officially advance into the US market.

This time’s “Ugly” uses the traditional pop music style, and the MV expressing the hurt feelings due to a lack of beautiful appearance has become a hot topic, thereby accelerating the spread of the MV. Music industry professionals commented that the use of song lyrics to express wounded feelings, and gentle vocals matched with the melody allowed this song to be loved by people of different races and skin colours.

What is regretful is that because of language barriers, every word of the lyrics which pulls at heartstrings could not be conveyed completely to overseas fans. The lyrics of the chorus – “I think I’m ugly, and nobody wants to love me, I want to be pretty” – not only shows good taste, but also communicates and relates to fans worldwide because of the frustration of one’s own appearance.

YG Entertainment, in an effort to make up for the unfavourable disadvantage due to the language barriers, has overcome such a problem by investing huge amounts of money into the making of the MV. The average of 2 billion Korean won spent on each MV allowed 2NE1’s MVs have a larger influence on sites like Youtube, attracting the attention of K-Pop fans. Moreover, “Ugly” showed 2NE1’s style and fashion sense being expressed through a myriad of colours. Definitely a feast for the eyes – and ears – 2NE1 embarked on a new concept of having a phantom-like performance in the MV.

Because of this, worldwide fans left many good comments on the MV. An American fan wrote, “2NE1 always brings us good music, especially “Ugly”. Please have an English version!” Besides, after “Ugly”, 2NE1 will be having their first solo concert – “NOLZA” (Let’s Play) – and also moving onto their debut in Japan in September.

Source: Naver
Chinese translation by CL Tieba
English translation by billiondollarblackjack @ygladies.com

Posted by Randa love 2NE1