K-pop, a South Korean musical genre, emerged in the late 1990s as part of
the "Hallyu" movement, or "Korean wave," which propelled South Korean culture onto
the global stage. The popularity of K-pop is due to its combination of diverse musical
styles, complex choreography, high-production music videos, and highly trained artists,
resulting in a significant influence on global entertainment production. Supported by
the South Korean government, K-pop has transformed into an economic force,
generating over $4.7 billion annually. This growth is driven by private companies that
have invested in the country's culture and media export over the past 20 years.
A notable aspect is the impact of K-pop on the revitalization of physical
album sales, which, despite the digital boom, remain strong due to innovative
marketing strategies and fan engagement. Record labels have adapted their promotion
and sales strategies to the digital environment, using online platforms and social media
to attract consumers, especially young people, who are the main audience of K-pop.
This phenomenon reflects contemporary market dynamics and highlights the
economic, social, and cultural impact of K-pop, which transcends geographical and
cultural boundaries.
This study, by analyzing the album "Get Up" by the group NewJeans, aims
to explore how digital consumption trends are shaping the promotion and sales of
physical albums in K-pop. The research seeks to provide valuable insights for
marketing and promotion strategies in other cultural and creative industries.
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