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omonatheydid
Members of Girls' Generation performs during the Incheon Korean Wave Festival at Incheon Munhak Stadium on August 29, 2010 in Incheon, South Korea.
SEOUL—Last August, a popular South Korean pop group called Girls' Generation made its first trip to Japan and, to the surprise of its managers, sold out an arena. The secret formula for the debut: a Japanese language song— and some business assistance from YouTube.
Weeks ahead of the concert, the group's recording label, SM Entertainment Inc., placed a video of the Japanese-language song on YouTube and allowed fans to copy and re-post it on any website, driving radio requests and online chatter.
It was part of SM's new online video strategy. Last year, instead of hosting its videos itself, it began distributing video of its acts on Google Inc.'s YouTube and using the service's copyright detection technology to block illegally uploaded video and sell ads against its own authorized clips. Its two biggest competitors in South Korea, YG Entertainment and JYP Productions, and about two dozen smaller labels have done the same thing.
Long used by U.S. media companies, YouTube's video-management features are gaining traction in emerging markets where local content producers are seeking a cheap way to reach overseas audiences and create demand for its artists without having to open offices or partner with labels in other countries. U.S.-based Google and YouTube often aren't the biggest search engine or online video outlet in Asian countries, but they're well known enough that consumers surf them to look for content that's not promoted by local search engines.
The South Korean music industry's embrace of the company is also an attempt to earn money from and gain information about its content that consumers are distributing online. YouTube's three-year-old system for spotting duplicates of protected material, known as Content ID, gives entertainment producers more choices for dealing with consumers sharing their content. A television studio or record label, for instance, can decide to block an illegally uploaded video, monitor how it's used and watched or place advertisements on it, spliting revenue with YouTube.
SM's chief executive Kim Young-min said the partnership with YouTube saves SM thousands of dollars in monthly costs for maintaining video servers on dozens of Web sites for its acts.
But he said the main purpose of working with YouTube is promotional. "Rather than being on each video delivery site in each country, it's much better for us to be on a world-wide channel like YouTube," he said.
For Google, convincing labels like SM to work with YouTube is an important part of repairing its still-rocky relationship with many content producers, who have been worried about Google's role in facilitating online piracy or devaluing their content online, among other things.
"It's critical that content owners are well-compensated so they can continue to do what they do," said Shailesh Rao, Google's chief for YouTube in Asia.
Google showed SM how it could customize advertising to the local where a viewer is watching, not where the video was uploaded from. A Japanese fan watching an SM artist sees a Japanese ad, while an American sees ads from the U.S.
Mr. Kim said the advertising revenue is "not huge" but it was enough to increase his interest in working with Google and YouTube.
The partnership has expanded beyond the Girls' Generation campaign in Japan. Now, SM is looking for new talent via YouTube. Last month, some of SM's biggest acts, including Girls' Generation and Shinee, made video ads on YouTube for auditions that the record label is holding in places like China, Canada and the U.S.
"Five years ago, if we wanted to launch and promote an artist, we had to follow a traditional path and work with traditional media like TV," Mr. Kim said. "But these days, with the rise of Internet media like YouTube, even before our talent leaves South Korea, a lot of fans have a chance to watch them."
—Amir Efrati and Jaeyeon Woo contributed to this article.
Source: Evan Ramstad @ The Wall Street Journal (you need to have a paid subscription or access news through google news link to see the full article @ wsj.com)
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Date: 2011-01-14 07:53 pm (UTC)no subject
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Date: 2011-01-14 02:21 am (UTC)(no subject)
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Date: 2011-01-14 12:11 am (UTC)no subject
Date: 2011-01-14 12:12 am (UTC)"Kpop in the Wallstreet Journal?! *click*
Oh, it's Girl's Generation..."
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Date: 2011-01-14 12:13 am (UTC)(no subject)
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Date: 2011-01-14 12:14 am (UTC)no subject
Date: 2011-01-14 12:15 am (UTC)I should have seen it coming lmao
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Date: 2011-01-14 12:16 am (UTC)no subject
Date: 2011-01-14 12:20 am (UTC)(no subject)
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From:Swan <3
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Date: 2011-01-14 12:14 am (UTC)no subject
Date: 2011-01-14 12:14 am (UTC)i think gtop's live perf/presscon/whatever is a better example of this thono subject
Date: 2011-01-14 12:20 am (UTC)no subject
Date: 2011-01-14 12:17 am (UTC)no subject
Date: 2011-01-14 12:22 am (UTC)Their channel is the only place I can find (recent) BRIGHT videos.
So I have no place to flail and squee at XDD
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Date: 2011-01-14 12:19 am (UTC)even if 'im still bitter over the fact that they didn't give me real miss a.
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Date: 2011-01-14 12:22 am (UTC)yeah but a lot of SM songs' lyrics don't make sense or are tacky...like almost all of f(x)'s songs and ling ding dong/lucifer
plus idk if i wanted to know what they were saying i'd listen to english music
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Date: 2011-01-14 12:20 am (UTC)they also had an article the other day about how chinese mothers > western parents or something like that
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Date: 2011-01-14 12:20 am (UTC)(no subject)
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Date: 2011-01-14 12:20 am (UTC)I honestly would have been out of this fandom since I'm lazy to look for songs and mvs elsewhere.
I already have a problem with jpop and jrock in that department :(
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Date: 2011-01-14 12:26 am (UTC)And Japan likes to cockblock foreign currency, so finding and buying J-Urban artist works can be tricky at times..
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Date: 2011-01-14 12:25 am (UTC)such amazing girls♥
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Date: 2011-01-14 01:38 am (UTC)Just saying, lol
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Date: 2011-01-14 12:30 am (UTC)"A television studio or record label, for instance, can decide to block an illegally uploaded video, monitor how it's used and watched or place advertisements on it, spliting [sic] revenue with YouTube."
I wish they would do this part
place advertisements on it
more than this part tbh
block an illegally uploaded video
kpop fandom is so hard :'(
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Date: 2011-01-14 01:06 am (UTC)(no subject)
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Date: 2011-01-14 01:07 am (UTC)(no subject)
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Date: 2011-01-14 01:58 am (UTC)Newspapers, this is why you're dying.
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Date: 2011-01-14 03:00 am (UTC)no subject
Date: 2011-01-14 02:21 am (UTC)no subject
Date: 2011-01-14 03:53 am (UTC)(no subject)
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Date: 2011-01-14 03:55 am (UTC)but anyway i wish SM would upload some behind the scenes, random goofy clips of soshi with eng subs on youtube one day. that would be great ;_;