"Our goal this year is let people know who we are as a team. Then, we will worry about getting our individual names out."

Above was the response of a relatively new female artist group to a typical question, "What is your goal for the year?" We may brush it aside as a no brainer but for many group artists last year, such obvious answer had to be learned the hard way 

Now a common knowledge for many, the number of idol groups put together over the last four years easily exceeds 150. Over 50 groups made their debut last year but the public hardly recognizes any of them. Even staff members at music shows are asking each other, "Who are those guys? What about those girls?"which goes to show the saturation of idol artists in the idol-centric market.

Even mid-2012, new idol groups were a lot more ambitious with their yearly goals. "Number one spot on music charts", "solo concerts" and "winning music shows" were often declared with hopes and dreams.

Such hopeful dreams likely stemmed from an assumption that the public will begin to recognize them just because they made their debut. Little did they know that awards like New Artist of the Year or holding independent concerts do not get handed out for free.

Many teams are on the brink of desperation with even higher competition among idol groups in 2013. They change themes, replace team members, attempt marketable dance moves and catchy songs. Whatever can catch the public's attention, it is being done. A comment from a girl group member summarizes it well: "I want any kind of recognition even if it is hatred or criticism."

 As such, there is much noise marketing involved. Racy outfits worn by female groups and fake scandals with famous celebrities are the common favorites. A dangerous trap lies beneath the overemphasis on 'getting recognized.' The public, which already perceives idol groups as variations of the same thing, will not become true fans if the extent of their knowledge of artists is scandals or short-lived hot issues.

On the other hand, many no-name artists who have recently topped the charts go on to show what the public truly appreciates and looks for in artists: good music.

To be recognized as a team and as individuals. It is a simple yet lofty goal in today's K-Pop.