K-Pop Tours the World: A Case Study BIGBANG
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WHO ARE BIGBANG ?
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ü A Five-‐member Korean Boy Band formed under YG Entertainment
ü Debut: 2006(Korea), 2009(Japan) ü Hit Songs: “Lies” “Last Farewell” “Haru Haru” “Tonight” “FantasDc Baby” ü Major Awards
2012 MTV Italy TRL Awards [Best fan] 2012 The Japan Gold Disk Award 'Alive' [Best 3 Album (Asia)] 2011 MTV Europe Music Award [Best Worldwide Act] 2011 Singapore Entertainment Awards [2011 Most Popular Korea Artist] 2010 UN Asia-‐PaciUic Global Tolerance With Music 2010 2010 Space Shower Music Video Awards: Best Choreography Video
BIGBANG is the first Asian Ar<st to receive the “Worldwide Act” Award at the 2011 MTV Europe Music Awards.
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BIGBANG ALIVE TOUR 2012
BIGBANG OFFICIAL TRAILER
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ü Period: Mar. 2012~ Jan. 2013 (10 months) ü Places: 12 countries & 24 ci<es (Americas, Europe, and Asia) Arena & Stadium & Dome shows Seoul, Nagoya, Yokohama, Osaka, Saitama, Fukuoka, Tokyo, Shanghai, Beijing, Singapore, Taipei, Jakarta, Manila, Kuala Lumpur, Hong Kong, Los Angeles, New York, Lima, London
ü Shows: Total 48 shows ü Audiences: Around 800,000 fans
BIGBANG ALIVE TOUR 2012
NORTH AMERICA LOS ANGELES NEW YORK
PERU
EUROPE KOREA
JAPAN SHANGHAI GUANGZOU BEIJING TAIPEI HONG KONG
SOUTHEAST ASIA SINGAPORE BANGKOK MANILA KUALA LUMPUR JARKARTA
NAGOYA YOKOHAMA TOKYO OSAKA FUKUOKA
SEOUL
SOUTH AMERICA
UK CHINA
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SUCCESS FACTORS
Innova<ve Marke<ng
Live Na<on Global Network + State of the Art
Produc<on +
9 https://facebook.ygfamily.com:444/yg/fan_page/bigbang/globalevent/poll_apps.php/#
DIVISION TOTAL America 674,436 Europe 238,159 Other Countries 369,886
TOTAL 1,282,481
ü Most voted
Global Event Poll
ü Period : Apr. 2011~ May. 2011 (Two Months)
ü Channel: BIGBANG’s Facebook Event Page (Poll) ü Country: Total 36 countries ü Total Par<cipa<on: 1,282,481 ü Result
MARKETING “VOTE TO HAVE BIGBANG VISIT YOUR COUNTRY”
RANK COUNTRY VOTES 1 PERU 295,557 2 BRAZIL 254,884 3 FRANCE 88,848 4 GERMANY 88,310 5 USA 56,430 6 CHILE 41,232 7 THAILAND 34,485 8 UK 27,132 9 TAIWAN 12,317
10 ITALIA 11,574
10 https://facebook.ygfamily.com:444/yg/fan_page/bigbang/globalevent/poll_apps.php/#
MARKETING “VOTE TO HAVE BIGBANG VISIT YOUR COUNTRY”
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MARKETING YOUTUBE CONTENTS VIEWS
83% of viewers from outside of Korea
• United States 33,830,573 • Japan 28,493,805 • South Korea 27,912,109 • Thailand 18,616,555 • Vietnam 14,977,733 • Taiwan 13,637,730 • Malaysia 10,747,118 • Singapore 7,248,915 • Canada 6,827,637 • Hong Kong 6,415,750 • Philippines 5,291,606 • Indonesia 4,157,569 • Australia 3,713,519 • France 3,333,800 • Mexico 3,087,575 • United Kingdom 2,770,709 • Brazil 1,723,810 • Saudi Arabia 1,691,415 • Peru 1,623,667 • Germany 1,106,126
ü Top 20 most viewed countries
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ü Off-‐line: Local Live NaDon’s Support +Local Samsung’s Support ü On-‐line: Official Android App. for Mobile Devices
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MARKETING PARTNERSHIP [SAMSUNG GALAXY]
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MARKETING BROADCAST 6 SONGS FROM FIRST SHOW (ONLINE / OFFLINE)
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BIGBANG Special Album [STILL ALIVE]
(Jun. 2012) Title [MONSTER]
G-‐Dragon Solo Mini Album [ONE OF A KIND]
(Aug. 2012) Title [ONE OF A KIND]
MARKETING RELEASED NEW SINGLE/ ALBUM DURING THE TOUR
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Reduced Marketing Budget
→ High Quality Production
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LAURIEANN GIBSON (DIRECTOR) Known most recently for direcDng Lady Gaga’s ‘The Monster Ball Tour’ Worked with top stars like Michael Jackson, Janet Jackson, Beyonce, and Katy Perry.
GIL SMITH II (MUSIC DIRECTOR/ KEYBOARD) One of the most successful music directors in America
Opened up tours with world stars like Lady Gaga, Lil Wayne, Nicki Minaj, and etc.
LEROY BENNETT (STAGE& LIGHTING DIRECTOR) Worked with Madonna, Paul McCartney, and The Eagles
BRAD MADIX (SOUND ENGINEER) 30yrs veteran sound specialist. Awarded 2011 Parnelli Awards [FOH Mixer
] Possible Produc<ons (Video Team)
Rising creaDve team working with Jay-‐Z, Eminem, and Kanye West.
Overseas Experienced Staffs
→ Universal Sa<sfac<on
STATE OF THE ART PRODUCTION
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UDlizing Live NaDon’s global network including UK, US, China, and South-‐East Asia.
GLOBAL NETWORK
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“ Short but loud American tour” -‐Jon Caramanica [New York Times]
“ The Band’s concerts in America as a success for all” –Jeff Benjamin [Billboard]
“ Fabulous spectacle. BIGBANG's edges are crisper, the sound louder, the dancing sharper” -‐Caroline Sullivan [The Guardian]
BIGBANG ALIVE TOUR 2012 In [New York Times] The Best Concerts of 2012, as Seen by Times Cri<cs
MEDIA FEEDBACK BIGBANG ALIVE GALAXY TOUR 2012
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COMING BACK ü Brighter Marketing Idea ü Better Quality Production ü Bigger Satisfaction
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WHO’S NEXT ?
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Q & A