Why Comeback Promotions Are Getting Shorter, Explained By K-Pop Agency Representatives

From the rise of YouTube to overseas schedules, K-Pop agency representatives name three major reasons why domestic promotions are becoming shorter.

K-Pop has been a global phenomenon in recent years, with its unique blend of catchy music, synchronized choreography, and charismatic performers. However, the industry has evolved a lot over the years, and with it, the way agencies promote their artists has changed as well. Nowadays, fans have noticed comeback promotions are getting shorter, and K-Pop agency directors have offered some explanations as to why.

Aespa performed their last single, “Girls,” in only four music shows. | SM Entertainment

One of the biggest reasons cited by the directors is the changing landscape of media consumption. With the rise of YouTube as a major platform for music consumption, K-Pop agencies have shifted their focus to creating online content rather than relying on TV appearances and music shows.

Promotions have also become more YouTube focused as the generation of consumers have changed. As (YouTube) has become more impactful, idols’ TV appearances have naturally declined.

— Agency Representative A

Red Velvet – Irene & Seulgi during their episode on SM Entertainment’s YouTube promotional series “The Stage.” | SM Entertainment

With the pandemic forcing people to stay at home and consume more online content, K-Pop agencies have had to adapt and create more diverse online content to keep fans engaged. This has led to fandoms becoming solidified through online content and an increase in overseas promotions, which in turn has resulted in shorter domestic promotions.

Through the pandemic, online content has become more varied, and through online communication, fandoms were solidified. Because of this, as the COVID-19 pandemic came to an end, there has been an increase in overseas promotions, and therefore, domestic promotions have gotten shorter.

— Agency Representative B

TWICE promoting “Set Me Free” in the US angered the group’s Korean fandom. | @spotifykpop/Twitter

Finally, the cost of longer promotions has also been a major factor. As K-Pop becomes more popular and global, the cost of producing and promoting a comeback has skyrocketed. Longer promotions mean higher costs for choreographers, outfits, and stage sets, which can be a significant burden for labels.

If promotions are longer, the cost for choreographers, outfits, and stage sets becomes larger. It’s true that longer promotions are a burden [to labels]. Because the cost and time spent on preparing for music shows is so high, it has become more cost-efficient and more impactful to use that money for several dance challenges.

— Agency Representative C


#BTS #지민 #Jimin 선배님과 함께 같이 가자🤝 #LE_SSERAFIM #르세라핌 #UNFORGIVEN @BTS

♬ UNFORGIVEN (feat. Nile Rodgers) – LE SSERAFIM & Nile Rodgers

Despite these changes, K-Pop continues to be a dominant force in the music industry, and K-Pop agencies continue to innovate and find new ways to promote their artists. Shorter promotions may mean less exposure on traditional media outlets, but with the rise of online content and social media, labels are finding new ways to reach their fans and promote their artists.

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