The Globalization of K-Pop: A Deep Dive into KATSEYE

Vision of Global Appeal

“We had this vision to take the K out of K-pop and make it global.” This ambitious statement kicks off Pop Star Academy: KATSEYE, a documentary centered on the girl group KATSEYE, signed under Korea’s HYBE (known for BTS) and America’s Geffen Records (home to Olivia Rodrigo). As the documentary unfolds, the CEO of Interscope Geffen A&M describes their initiative as unprecedented, indicating that these labels are employing K-pop training methods but applying them to mainstream pop music. This raises an interesting question: Are they trying to erase the “K” from K-pop or incorporate it? Is K-pop not already a subset of pop music? A closer examination reveals that despite the marketing claims, KATSEYE’s music is strikingly conventional.

KATSEYE: A Reflection of K-Pop’s Evolution

The Birth of KATSEYE

In many respects, KATSEYE represents the most conventional offering from HYBE to date, mirroring the trajectory of mainstream K-pop over the past decade. The popularity of the music competition show Produce 101 has led to a surge of groups formed through reality television, and KATSEYE is no exception, originating from a show called Dream Academy. The group comprises members from various countries—Sophia from the Philippines, Manon from Switzerland, Yoonchae from Korea, and Daniela, Lara, and Megan from the U.S.—and they communicate in multiple languages. However, their songs are predominantly in English, raising questions about their classification as K-pop.

The Language Dilemma

Without any tracks in Korean, KATSEYE arguably steps outside the bounds of K-pop. The ethnically Japanese girl group XG has previously illustrated that English lyrics complicate the categorization of pop music. When fans discuss “pop,” they often refer to what can be termed A-pop or American pop music, which tends to overlook minority influences and is characterized by its lack of specificity. In this landscape, KATSEYE’s music often falls prey to the pitfalls of A-pop—resulting in generic, bland compositions.

The Cautionary Tale of A-Pop

Analyzing BEAUTIFUL CHAOS

KATSEYE’s second EP, BEAUTIFUL CHAOS, exemplifies the issues inherent in A-pop. The bilingual track “Gabriela” serves as a prime example, featuring a reggae bassline and Spanish guitar that ultimately contribute to a lack of distinctiveness. It feels like a derivative offering aimed at the uncritical listener, having even been considered for Rita Ora before being assigned to KATSEYE.

The Derivative Nature of K-Pop

For decades, K-pop groups have thrived on their ability to be derivative, achieving success by offering their interpretations of popular music. The first generation of K-pop was marked by an endearing haphazardness in their stylistic homages, often producing karaoke-ready ballads. As K-pop evolved, genre fluidity and inauthenticity became standard practices, leading to a culture where the line between inspiration and imitation blurred.

The Challenge of Originality

Although BEAUTIFUL CHAOS is a more mature effort than KATSEYE’s initial EP, SIS (Soft Is Strong), it frequently falls short in originality. The challenge becomes identifying what the songs mimic; for instance, “M.I.A” echoes the style of “like JENNIE,” but lacks the vitality of its Brazilian phonk influences. KATSEYE’s attempts at chanting do little to elevate an otherwise uninspired track, resulting in a lackluster listening experience.

Conclusion

In a quest to globalize K-pop, KATSEYE finds itself mired in the ordinary. Their reliance on English lyrics and A-pop conventions dilutes the vibrant essence that has characterized K-pop’s appeal. While the group embodies the diverse roots of modern pop music, they risk losing the unique cultural identity that initially propelled K-pop to international acclaim. As they navigate this complex landscape, KATSEYE’s journey serves as a cautionary tale about the intricacies of genre, identity, and authenticity in a globalized music industry.

FAQs

What is KATSEYE?

KATSEYE is a girl group formed through a reality television show called Dream Academy, signed under HYBE and Geffen Records.

How does KATSEYE differ from traditional K-pop groups?

KATSEYE primarily produces music in English and lacks songs in Korean, which raises questions about their classification as a K-pop group.

What are the main criticisms of KATSEYE’s music?

Critics argue that KATSEYE’s music often falls into the category of A-pop, resulting in generic, derivative songs that lack originality and distinctiveness.

What does A-pop refer to?

A-pop refers to American pop music, often characterized by its lack of specificity and a tendency to overlook minority influences within the genre.

How has K-pop evolved over the years?

K-pop has evolved to embrace genre fluidity, often blurring the lines between inspiration and imitation, leading to a diverse yet sometimes derivative musical landscape.