February's Self-Marketed Comebacks
The Korean music industry of today is based on self-marketing. With artists alerting their fans of their comeback through social networking services, they are attempting to establish a closer relationship.
Recently, Girls' Generation, 2NE1, CNBLUE and BTOB have experimented with new methods of self-marketing.
On the 25th, Girls' Generation sprayed graffiti on SM Entertainment building walls. Along with their individual signatures, they left the words "Mr. Mr." on the walls to advertise their upcoming comeback. This act amassed attention for being a new and refreshing way of marketing.
In addition, members Taeyeon and Seohyun posted statuses on each of their online social accounts. On SM the Ballad's single release day she posted, "Today. 12 P.M. Set me free! Breath M/V! 19th SNSD comeback!" together with a photograph of her with a surprised expression. Seohyun, on the other hand, uploaded a photograph of her on the set of their new M/V.
2NE1 member Sandara Park, through her Instagram account, has posted various spoilers of their comeback. For example, in order to promote their new single "Come Back Home", she uploaded a teaser of her rocking a metallic blue hairdo and a black beanie reminiscent of how Seo Taiji and the Boys looked like during their "Come Back Home" days. In addition, large-scale balloons were put up in front of the YG building to celebrate 2NE1's return.
On the 24th, after the release of their album, CNBLUE was seen on the subway promoting their work. During the shooting of KBS 2TV's "Entertainment Weekly", CNBLUE took 3 signed CD's of their album Can't Stop to a subway station in order to self-market it. They explained their music to each individual they met and shook hands with them as well.
BTOB, who made their comeback on the 17th with "Beep Beep", have been fiercely self-marketing their EP. At a radio station, they promoted a campaign of safe driving(which has to do with their title track). In addition, they gave out bread and drinks that were labeled with the words 'Beep Beep' to the radio staff as well as invited guests.
