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Kard photographed in 2017

Kard

Photo: TPG/Getty Images

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SXSW 2018: Inside The K-Pop Explosion With Kard's BM

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Learn why K-pop fans are the driving force behind the genre's popularity and find out the latest on the 2018 installments of KCon
Renée Fabian
GRAMMYs
Mar 15, 2018 - 2:53 pm

If you've been hesitant to get onboard the K-pop revolution express, now is the time to commit. The latest proof was offered in the form of the SXSW 2018 panel How K-Pop Grew Beyond Niche, which illuminated why K-pop is such a revolutionary modern genre, with help from a very special guest: BM from K-pop group Kard.

The K-pop art form has been expanding to audiences around the globe, and artists such as GRAMMY winners Diplo, Skrillex and the Chainsmokers, and the production team the Stereotypes, who most recently won Album Of The Year as producers on Bruno Mars' 24K Magic, have lent their talents to help make K-pop's biggest stars shine. But that doesn’t tell the whole story.

As we learned from the SXSW panelists — Fuse editor and K-pop Billboard columnist Jeff Benjamin, Instagram executive Justin Anthony, YG Entertainment USA's Greg Fish, and CJ E&M Entertainment's Angela Killoren — K-pop thrives because of its diverse communal group of fans.

"K-pop isn't a music genre, it's a music scene," said Benjamin.

Need some convincing?

BTS' Billboard February cover issues sold out all 10,000 copies, according to Benjamin. Of Instagram's total audience of 800 million, 49 million of those interact with K-pop content on the social media platform, according to Anthony. K-pop fans spend on average 65 hours a week consuming K-pop content, 50 percent of whom are returning visitors. Approximately 36 percent of fans will travel out of state to Killoren's Los Angeles or New York yearly KCon festivals, and K-pop fans spend on average 8 percent of their annual income on K-pop.

Killoren says that part of the appeal of K-pop is its unique ecosystem. "[Fans want to be] part of something a little different that's also fun."

For fans, this extends to the dance — dance covers are very popular on Instagram — as well as food, fashion and beauty. K-pop fans also become fans of what their favorite artists love, creating huge business opportunities for brands. Recently, K-beauty has started to take off in major retailers such as Target and Sephora as K-pop's global reach — and fan base — expands.

Speaking of which, K-pop fans aren't your average fan base. Besides their immense loyalty, they're savvy about upcoming trends in music. According to Killoren, "K-pop fans are a step of two ahead" of where music is, pointing to how they embraced social media long before the rest of the music industry as an example.

 rosy cheeks

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For artists who cultivate their international fandom, the payoff can be huge. Fish, who works with licensees of K-pop merchandise, noted that K-pop artists bring in six or seven figure deals, on par with deals that artists such as Lady Gaga or Madonna command. And as worldwide crossover continues to gain momentum, the deals and opportunities for collaboration between K-pop celebrities and brands continues to grow.

Though it's often surprising to outsiders how popular K-pop is — particularly here in the United States since most Americans don't speak Korean — the panelists agreed that the language barrier is hardly an issue.

"[They] don't need to speak the same language," said Anthony. "It goes around boundaries."

"It's pop," added Fish. "All pop fans care about their genre."

Following the panel, the audience was surprised with special guest BM of Kard, who let the audience know he just flew in exclusively for the festival.

BM was born in Los Angeles and subsequently moved to South Korea to study for nearly five years under DSP Media before joining the popular co-ed K-pop group along with bandmates J.seph, Somin and Jiwoo. Kard will also take the stage during SXSW at The Belmont on 6th Street on March 16, marking their first major music festival performance in the U.S.

Finally, the panel shared some exclusive intel regarding the 2018 installments of the wildly popular KCon. KCon New York will be held June 23–24 at the Prudential Center in New Jersey, and KCon Los Angeles will be hosted at Staples Center — home to Music's Biggest Night — Aug. 10–12.

Still iffy on hopping on the K-pop bandwagon?

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Hyukoh

Hyukoh

Photo: Han Myung-Gu/WireImage

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Music Festivals 2018: SXSW Rebrands Its Korea Spotlight

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K-Pop Night Out is in the works for SXSW in March, which is shining its Korea Spotlight on performers Hyukoh, Kard, and many more
Philip Merrill
GRAMMYs
Jan 16, 2018 - 2:27 pm

Korea Spotlight is the new name for the Korean Creative Content Agency's sixth annual showcase at SXSW 2018. Formerly known as K-Pop Night Out, the 18+ event will take place on March 16 at Austin, Texas' the Belmont.  The event promises a packed lineup, including indie rockers Hyukoh, tropical fusion group Kard, and newcomers Say Sue Me.

Other Korean artists to catch in Texas will be Cifika, whose Jan. 14 Momom YouTube is spinning into higher views, and rappers DPR Live. Korean R&B will be out in force as well with Crush and Lee Hi.

SXSW is always an opportunity to broaden horizons and become exposed to new sounds and visions. Fans and industry members alike will sure be eager to explore these poised Korean talents who are all trending even as the K-pop wave rises higher and higher.

Music Festivals 2018: Bonnaroo Lands Eminem, The Killers, & Much More

Festivalgoers at Stagecoach 2017

Festivalgoers at Stagecoach 2017

Photo: Matt Cowan/Getty Images

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Music Festivals 2018: 7 Ways To Enjoy Festival Season Without Drinking

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From having an escape route to engaging in on-site 12-step recovery programs, learn how to plan an unforgettable festival experience without the booze
Renée Fabian
GRAMMYs
Apr 12, 2018 - 3:12 pm

Picture this. You've landed in the California desert and are stoked to pitch that tent. You've got the lineup pulled up on your phone and you're arguing with your travel companions about whether you'll catch Beyoncé's must-see headlining set or catch a one-of-a-kind performance from Japanese rockers X Japan, who play at the same time. And you still haven't worked out if you'll see Portugal. The Man or Kamasi Washington. Mid-argument, out comes the six-pack and now there's a tougher choice to make.

Adam Clayton's MusiCares speech: Life In Recovery

While they offer life-changing experiences and the chance to get up close and personal with music of all genres, music festivals also include lots of alcohol consumption and drug use. In fact, this darker music fest culture comes with some cold, hard facts that would sober anyone up. A 2016 Canadian study found that 13 percent of reported festival deaths between 1999 and 2014 were the result of alcohol or drug abuse.

The studies may be new, but music festivals and substance abuse have been nearly inseparable since their inception. However, what's starting to change today is a focus on sobriety and recovery for those who want to attend music festivals without imbibing in the chemical party atmosphere.

"I went to Woodstock in 1969 and all I did was get loaded with everybody else. That's never really changed," shares Dr. Howard Samuels, founder/CEO of The Hills Treatment Center in Los Angeles who has 33 years of sobriety under his belt. "The thing that has changed though is that there are more young people that are sober."

While festivals may be a highly charged space for maintaining sobriety, those in recovery can enjoy music festivals without drinking. So bust out your fanny packs, signature shades and water bottles, because you're headed to your favorite festival armed with these seven tips to maintain sobriety.

1. Make The Trip With Other Friends In Recovery

Rule number one: Don't go alone. Plan to attend a music festival with other community members who support sobriety.

"I would go with other sober people. And when I say sober, I mean other people that you're in recovery with," says Samuels, who also recommends waiting until at least six months of sobriety to take on a music festival. "Don't go alone or don't go with your old friends."

When surrounded by others who share the same mission, it's much easier to resist the temptation to drink. Not to mention, if a craving gets triggered, you can discuss the moment with someone who understands and supports your decision to remain sober. Alcohol isn't required to have a good time. Being surrounded by the right people, though, can make all the difference.

"My favorite part about festivals are the people I meet," says rapper Kosha Dillz, aka Rami Even-Esh, who has been sober for more than 13 years. "Go with someone you'll have a great time with."

2. Plan Lodging Wisely

During a festival, the stages may go dark at a reasonable hour, but the partying continues long into the wee hours of the morning. Instead of dealing with the pressures of other drunken attendees, plan to have a safe space to go at night or anytime a break is needed.

"Don't be cheap," advises Even-Esh. "If you have to get your own place and it means being able to sleep in a room versus all of the room partying until 7 a.m., it might be worth it to spend the money."

Also look into sober housing options at music festivals. As the recovery movement grows, so too do the sober safe spaces at events. Organizations such as Camp Traction offer sober areas at a handful of festivals each year, and check other festivals' websites because they may offer their own clean and sober camping options.

3. Devise An Escape Plan

If the atmosphere becomes too overwhelming or tempting, have an escape plan figured out ahead of time. This could mean driving separately so there's always a way out without being dependent on another group member, having a nice quiet place to come back to at any point during the day, or simply hailing an Uber or Lyft.

You may experience some FOMO (fear of missing out) in the moment when leaving friends behind, but you'll be glad you did.

"I make sure I don't take things personally and always have an exit plan if it gets weird," says Even-Esh. "It usually does, and in my experience I don't really miss anything when I leave."

4. Phone A Friend, Often

For Even-Esh, having a fully charged phone is of paramount importance. Samuels agrees.

"The most important thing is that you have easy access to other recovering people in order to express the feelings of being overwhelmed, of being triggered by seeing people use — by all of it," says Samuels. "You've got to be able to communicate your feelings and your thoughts."

Keep phones charged with some of these portable charger options, and don't be afraid to reach out to your support network as much as needed.

"Once I start feeling anxious, the phone is a great tool to have," says Even-Esh. "Be able to call other people that are sober or even your friends back home. It's always good to call someone not at the festival to bring you back to reality."

5. Find A Local Or On-Site Meeting

As awareness about substance abuse issues and recovery grow, so do the resources for those looking to have a great experience and maintain their sobriety. Enter on-site festival 12-step programs and other resources.

"At most festivals these days, there are 12 steps and all you have to do is ask one of the organizers or the event staff where there's a 12-step meeting," recommends Samuels. "Recovery has gotten to be so in the mainstream these days, which is really positive, that there can be a lot of safe places for recovering people at music festivals."

For example, MusiCares' Safe Harbor Room program will be available at many major festivals throughout the U.S. this year, including Coachella and Stagecoach, which provides 12-step meetings and an information booth for those attending festivals.

6. Take Care Of The Basics

In Alcoholics Anonymous parlance, HALT — hunger, anger, loneliness, and tiredness — mark four pillars of well-being that must be addressed to prevent vulnerabilities to relapse.

In a music festival setting, this means eating nutritious and regular meals and snacks and drinking water. Avoid isolation and loneliness by choosing the right people to have by your side, while using your phone support network to vent anger and frustrations that might arise, say pushy crowds or a rude fan. And finally, do get some sleep. No all-nighters here!

"Sometimes getting something to eat and taking a nap can really change your mentality," says Even-Esh.

7. Set Boundaries For Yourself

Finally, it's important to know your own limits because at the end of the day you're responsible for your health and sobriety.

By setting yourself up to take care of the basics, engaging support networks, acting on escape plans as needed, and picking the right people to travel with, you've got a great head start. From here, rocking out during a weekend of unforgettable music without drinking is definitely attainable. Just keep your goals top of mind.

"Depending on where you are, there can be an absurd amount of drugs available and always large amounts of drinking happening," Even-Esh says. "For everyone else that's OK, but for me that is a problem and I'm the only person who needs to know that."

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Go inside SXSW 2018 with the Recording Academy
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Keith Urban, K-Pop, Women In Music: Go Behind The Scenes At SXSW 2018

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Check out our daily SXSW Recording Academy updates from on the ground in Austin, Texas
Renée Fabian
GRAMMYs
Mar 19, 2018 - 4:38 pm

Monday, March 19

  • What's SXSW all about for the artists who perform at the festival? We're glad you asked because that's exactly the question we posed to 11 artists at this year's festival. From Dorothy to Brandy Clark and Grupo Fantasma, find out what they had to say.
     
  • Post-SXSW syndrome getting you down? From Keith Urban and T.I.'s standout sets to Rubén Blades' documentary and much more, we've rounded up seven of the festival's top moments.

Sunday, March 18

  • "I do it so women can know anything a man can do, we can do just as well, if not 10 times better," said GRAMMY-nominated rapper Rapsody during SXSW. From standout showcases to thought-provoking panels, and spanning artists from Rapsody to Pussy Riot, we rounded up five ways how the Austin, Texas, festival put women in music front and center.
     
  • There was a ton of amazing music filling Austin this weekend at SXSW. From innovative electronic pop sounds to soulful blues and one-of-a-kind voices, we rouned up 7 on-the-rise artists we heard at SXSW who you should keep on your radar. 
     
  • When you need a little vintage charm, take a stroll through Austin, Texas' South Congress neighborhood, "old downtown." Nestled just south of Lady Bird Lake, the area boasts boutiques, eateries, galleries, and music venues that will take you back in time. We captured South Congress in action during SXSW 2018, giving you just a taste of the best Austin has to offer.

    Austin's South Congress Boasts Vintage Charm

Saturday, March 17

  • It's "a lot different" according to some natives. Get a taste of what makes Rainey Street a consistent top attraction in Austin, Texas, not only at SXSW but year-round.

    Austin's Deep Cultural History On Rainey Street

  • There was a fresh breeze of kindness at SXSW this year, and four-piece female band the Mrs was a big reason why. We had a front-row seat for the group's Kindnesspalooza Music Fest and learned how drummer Andra Liemandt and her bandmates are all about playing music, being kind and giving back to the world.
     
  • Millions of viewers tune into singing competition shows such as "The Voice, "America's Got Talent" and "American Idol." But what is life really like after the cameras turn off and the show moves on to the next season, especially if a contestant doesn't win? We got a little insight thanks to the panel Now What? Life After Reality TV Singing Shows, featuring former singing compeition contestants Blake Lewis, Cas Haley and Nakia. 

    About to kick off our What Now? SXSW Panel. #lifeaftertv #sxsw #sxsw2018

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Friday, March 16

  • Talk about an amazing conversation! Go inside Keith Urban's SXSW keynote discussion during which the GRAMMY winner touched upon his musical upbringing, sobriety to his new album, Graffiti U.

     

  • At SXSW 2018, 6th Street once again shines as the "classic" epicenter of the city's incomparable live music offerings, coming alive with street performances, makeshift stages, packed venues, bustling bars, and music of all genres. Get a closer look at what makes 6th Street a destination for musicians and music fans alike.

Austin's 6th Street Comes Alive At SXSW

Thursday, March 15

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Keith Urban

Keith Urban

Photo: Matt Winkelmeyer/Getty Images

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Keith Urban To Jade Bird: 7 Of The Best Things We Saw At SXSW

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From Keith Urban and T.I.'s standout sets to Rubén Blades' documentary and much more, check out some of this year's top festival moments in Austin, Texas
Renée Fabian
GRAMMYs
Mar 19, 2018 - 1:26 pm

At SXSW 2018 in Austin, Texas, we took you on a tour of the most happening parts of the city, brought you to the doorstep of some of the hottest new acts we saw during the festival, and went inside some of the conference's best panels, including the explosion of K-pop and what happens to reality TV singing competition stars once their time in the spotlight is up.

Austin's South Congress Boasts Vintage Charm

Even with all this, there's still so much more to see and do at SXSW, so we wanted to bring you a few other highlights from  the festival. Here are seven things that jumped out at SXSW this year.

1. Keith Urban Live At Stubb's BBQ

It was announced just days before the festival that Keith Urban would bring his out-of-the-box brand of country to SXSW festival attendees at a special showcase at Stubb's BBQ on March 16 following his keynote. Man, did Urban deliver during his couldn't-miss set. He played to a packed house at Stubb's outdoor amphitheater, covering many of his hits such as "You Look Good In My Shirt" and "The Fighter" and even premiering some new music from his upcoming album, Graffiti U. At one point, Urban climbed on a balcony in the crowd and gifted a lucky audience member with the guitar off his back.

2. Rubén Blades Gets Candid

He may be a nine-time GRAMMY winner, but Rubén Blades has been historically pretty quiet about his personal life. It seems now he's pulling back the veil with a new documentary, Rubén Blades Is Not My Name, that focuses on the salsa legend's life. The film had multiple screenings during SXSW where the Panama native was on hand to speak with audience members. In addition, during a conversation moderated by NPR journalist Felix Contreras, we learned even more unexpected facts about Blades. Case in point? Blades has earned two law degrees.

3. T.I. Headlines Stubb's BBQ

Shortly after a screening of the first two episodes of "Rapture," the latest Netflix series chronicling the life story of groundbreaking hip-hop artists, T.I. headed over to Stubb's for a headlining set. The crowd to get in the venue wrapped around the sidewalk as T.I. pumped out some next level swagger. Rappers Dave East, Rapsody, Wifisfuneral, and Just Blaze joined the set and the evening filled the block with amazing beats and rhymes.

4. Women In Music

We've already covered a lot of the ways SXSW celebrated women this year, but it bears repeating. Not only did the women-centric panels bring attention to issues often unique to women in the industry, but the music lineup was awash in female artists, whether it was Rapsody's blistering set at The Belmont,  the Mrs' philanthropic act of "kindness," Pussy Riot's high-octane punk protest music, the quieter sounds of Lucy Rose, or country-rock singer/songwriter Jade Bird.

5. Discovering New Acts

SXSW has a reputation for bringing emerging artists to center stage, and many of the people we talked to during the festival came away with a host of new music they are totally digging right now. There were so many great new acts, we can't possibly cover them all. But if you need a short list of places to start, check out Americana singer/songwriter Lucy Dacus, electro-pop producer/rapper Demo Taped, rockers Vista Kicks, and Puerto Rican singer/songwriter Andrea Cruz, and these seven other artists on our list.

6. Celebrating The Live Music Capital

Austin's Deep Cultural History On Rainey Street

Austin is dubbed the live music capital for a reason, making it the perfect city to host SXSW each year. With 6th Street, Rainey Street and South Congress serving as the epicenter of all the action, each venue offers its own vibe. There's The Sidewinder, the famed Paramount Theatre, The Belmont, which hosted SXSW's Korea spotlight, and so many more. A stroll down the streets yielded the sounds of rap, country, rock, pop, and more emanating from the buildings, while street musicians, such as a sax player or a drummer, brought the sound of Austin to life.

7. A Focus On Music Creator's Rights

#musicmodernizationact #sxsw2018

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This year's SXSW programming included not one, but several panels that focused on rights for music creators. Of note, Music Modernization Act: Changing the Licensing Landscape discussed the historic agreement in the music industry for the passage of the MMA, which would bring much needed change to how music creators get paid. In addition, the panel Paid in Full: Fixing Music Rights for Artists featured a similar discussion, providing an overview for attendees on upcoming solutions to making sure songwriters and artists get paid fairly for their work.

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