Kard photographed in 2017

Kard

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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

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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Dorothy

Dorothy

Photo: Paul Archuleta/FilmMagic

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Dorothy To Brandy Clark: What 11 Artists Have To Say About SXSW

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From the bands they heard to seeking out food and inspiration, find out what artists attending the Austin, Texas, music festival got out of the SXSW experience
Renée Fabian
GRAMMYs
Mar 19, 2018 - 4:36 pm

Each year, SXSW brings thousands of artists to town — from artists on the rise to big names at the top of their game. We had a chance to sit down with a handful of these musicians and find out what their SXSW 2018 experience was like.

Austin's South Congress Boasts Vintage Charm

From the bands they enjoyed the most to why this festival is so special, sampling Austin's cuisine, consummating social connections, and more, check out what 11 artists dug about the annual music festival in Austin, Texas.

1. Dorothy

Frontwoman for the Los Angeles-based rock band Dorothy, Dorothy Martin, expressed her appreciation for the sheer volume of music SXSW offers those looking to discover something new.

"SXSW has been crazy and fun," Martin said. "There's so many people here and so much music. You can just go see three different bands if you want every night, or more. It's been a lot. Everyone's tired but it's totally worth it and really eye-opening."

2. Grupo Fantasma

One of the hottest funk bands on the scene, the GRAMMY-winning nine-piece Latin orchestra Grupo Fantasma found themselves onstage following a legendary band.

"Last night we played after Preservation Hall Jazz Band at Mohawk," Grupo Fantasma said. "It's rare that we're concerned about going on after a band but that was definitely impressive. … I'd never seen them and that was really incredible."

As Austin natives, Grupo Fantasma have seen SXSW change over the years, and though they have some reservations about the festival overrunning their town every year, ultimately the music makes it worth it.

"There's great new talent coming into town and Austin, of course, is being exposed to the world," they said. "Every time it comes around there's some apprehension. … But then you get down here and you see some great music and you get inspired, and you're like, 'Yeah, let's run around and see some bands.'"

3. Mallrat

Australian pop singer Mallrat intimated she and her friend were chasing after some specific acts during SXSW, including rapper Smokepurpp and pop singer/songwriter Billie Eilish. But her favorite part of her busy festival experience was taking part in her own show.

"The other day we played a show with a few other Australian acts, and our friend Stella Donnelly was on just after us and she's a really fantastic songwriter from Australia so it was cool to finally see one of her shows," Mallrat said. "Otherwise, it's been a bit busy. We haven't had much time to check things out."

4. The Mrs

Four-piece pop/rock collective the Mrs brought a special mission to SXSW this year: kindness. Unsurprising, their Kindnesspalooza Music Festival to support drummer Andra Liemandt's charity The Kindness Campaign was top of mind for the Austin natives.

"We've been really excited about Kindnesspalooza and talking to all the other artists that are going to come and play," they shared. "[We're] just trying to build it up and bring awareness to The Kindness Campaign and just have fun."

5. Amber Rubarth

Singer/songwriter Amber Rubarth happened to be in town to help support the 2017 film American Folk, in which she starred. While she's been in a filmmaking frame of mind, SXSW stands out to her because it really beings the arts together in a meaningful way.

"I went to the documentary shorts in theaters," Rubarth said. "We walked all the way across the river and just hearing bands in all the different places and then going and seeing these short theater documentaries and how music moves through all of those also. I love how it ties all the worlds together. I think with music festivals you see all the bands and everything but I actually really like that it has all the different worlds — it has the film, it has the multimedia, it has the music — and just how those all tie in and they overlap with each other."

6. Demo Taped

Demo Taped, a producer/rapper from Atlanta, was attending SXSW for the first time. Not only did he enjoy seeing acts such as Duckwrth and playing his own showcase during his time in Austin, he felt right at home in the city.

"It's my first year. It's been very positive," Demo Taped told us. "I've been walking the streets and smiling at people and getting the smile back. Just like Atlanta, I realize we're in the South — you get that Southern hospitality and that's really sweet."

7. Deva Mahal

Daughter of the inimitable bluesman Taj Mahal, blues/soul singer Deva Mahal traversed quite the SXSW journey. She had the chance to visit Willie Nelson's ranch and performed a headlining set at the Miles Davis House. But at the top of her to do list while in Austin was discovering something new.

"The most exciting thing for me is to go and be surprised, find somebody that I've never heard of or never seen before and have a really true and natural experience with what I'm hearing," Mahal shared. "I don't like to be told about it before or told how to feel about something so I feel the same way about artists. I'm excited to discover something I've never heard before, which I think is what [SXSW] is all about."

8. The Marìas

Psychedelic soul duo the Marìas certainly were at SXSW for one thing: the music.

"It's cool to wander around and walk into different venues because you never know what you're going to see," said drummer/vocalist Josh Conway. While Maria added, "And then just seeing all the different genres of music coming together and just mixing."

But they may have left Austin with a more permanent souvenir than just happy memories.

"We have another show, a Doc Marten's show. That'll be super fun," Maria said. "They have free tattoos so I think we're all going to try and get in on that."

9. Aisha Badru

New York singer/songwriter Aisha Badru brought her ethereal vocals to the SXSW stage in advance of the release of her debut full-length album, Pendulum, which drops April 27. As for her festival experience, she looked forward to supporting a friend.

"I have a friend that I met on Instagram," Badru said. "She has a band called LANNDS and she's playing tonight at The Sidewinder and I'm really looking forward to checking that show out."

10. Brandy Clark

Country singer/songwriter Brandy Clark is a seasoned pro on the festival scene. While she had just flown in to perform at the Recording Academy Texas Chapter Block Party, she hoped to find something new during SXSW. And barring that, she had a solid plan in place for Austin cuisine while in town.

"I hope I stumble onto somebody I've never heard that blows my mind," Clarks stated. "Other than that, I love Austin and I might stumble into some tacos later."

11. Vista Kicks

Indie rockers Vista Kicks — Derek Thomas, Sam Plecker, Trevor Sutton, and Nolan Le Vine — spend most of their time in the Highland Park area of Los Angeles in their own studio pumping out tracks. So their SXSW sojourn was all about seeking new inspiration, which they found in spades with bands such as Lukas Nelson, Hinds and Low Cut Connie.

"We've seen an inspiring amount of good bands here and it's been really refreshing and really cool," they said. "People have been getting up there, getting on their instruments and just going. … This is where we're going in music now. There's no tricks. It is looking really good for music right now. The bands we've been seeing have been fantastic and inspiring. That's something that's really unique and cool about SXSW too."

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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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