SM Entertainment 2014 Promotion Scheme Seeks To 'Crush' YG And 2NE1 Comeback Sales

Between February 26 and March 6, SM Entertainment uploaded twenty videos to the SMTOWN official YouTube page. Included in this list were two versions of TVXQ's Spellbound music video, Girls' Generation's "Mr.Mr" music video and several teaser videos, live performances by S.M. THE BALLAD, teasers of the new project group Toheart, along with several other videos.

Usually, entertainment companies don't have several of their major players making comebacks at the same time, or even back-to-back. Instead, there's a little bit of a break between one cycle and the next, giving fans and the artists a chance to take a breather. But with the entertainment industry being forever in a flux, SM Entertainment is not taking any chances and trying a new strategy.

Although SM Entertainment hasn't lost it's edge and is still the number one entertainment company in South Korea, it has a few reasons to worry. Earlier this year, YG Entertainment overtook SM in digital sales, which is increasingly affecting chart numbers and wins on music shows.

That is why SM Entertainment needs to be extra careful that 2NE1's comeback doesn't 'Crush' them in the February and March sales.

Entertainment companies know when their competitors' major groups will be making comebacks, so it was probably no surprise to SM Entertainment that 2NE1 was going have an album released at the same time as Girls' Generation, one of SM's most profitable groups. The competition could work favorably and raise awareness about Girls' Generation's comeback, but going head to head with 2NE1 would definitely have an effect on one of SM's major groups.

Instead of waiting to see which girl group comes out on top, SM Entertainment may have decided on a different sort of offensive tactic: give the fans everything at once.

Girls' Generation's Mr.Mr is currently making headlines, but SM isn't stopping there. Instead, several of SM Entertainment's top artists are also making waves in the music industry.

Last week, TVXQ released Spellbound, the follow up to their tenth anniversary song Something. Since the first music video, TVXQ has been on live broadcasts and released a second version of the music video. Something and Spellbound were different from TVXQ's previous songs, and were critically acclaimed.

SHINee's Key and INFINITE's Woohyun are about to debut in a project group Toheart. Since Woollim Entertainment merged with SM Entertainment, SM and Woollim artists have been promoting one another's projects, but this is the first time that any of the artists are collaborating. Since Key and Woohyun are known to be good friends, it's not surprising that they're working together-it's an intense form of fan service, and SM and Woollim are only too happy to provide it.

S.M THE BALLAD also has been seen promoting some of their songs, particularly Girls' Generation's Taeyeon and SHINee's Jonghyun performing Breath. The group had previously been made up of TRAX's Jay, Super Junior's Kyuhyun, and Jonghyun, but cameback with a new lineup in February with Taeyeon, Jonghyun, Super Junior's Yesung (who recorded the song before he enlisted in the army,) TVXQ's Changmin, f(x)'s Krystal, EXO's Chen, Super Junior M's Zhou Mi, and Zhang Liyin. The group, minus Changmin and Yesung, held a concert in February.

Will all of these extra promotions boost SM Entertainment's digital sales to beat out YG Entertainment? Possibly. We won't be able to find out how much it affects SM Entertainment's overall income for another few months, but if SM keeps on producing new material at such rapid rates, other big entertainment companies may follow suit.

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