K-Pop Tours the World: A Case Study BIGBANG

K-Pop Tours the World: A Case Study BIGBANG

K-Pop Tours the World: A Case Study BIGBANG
WHO ARE
BIGBANG ?
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BIGBANG is the first Asian Ar<st to receive the “Worldwide Act” Award at the 2011 MTV Europe Music Awards. ü  A Five-­‐member Korean Boy Band formed under YG Entertainment ü  Debut: 2006(Korea), 2009(Japan) ü  Hit Songs: “Lies” “Last Farewell” “Haru Haru” “Tonight” “FantasDc Baby” ü Major Awards . 2012 MTV Italy TRL Awards [Best fan]
2012 The Japan Gold Disk Award 'Alive' [Best 3 Album (Asia)]
2011 MTV Europe Music Award [Best Worldwide Act] 2011 Singapore Entertainment Awards [2011 Most Popular Korea Artist]
2010 UN Asia-­‐PaciUic Global Tolerance With Music 2010
2010 Space Shower Music Video Awards: Best Choreography Video 5
BIGBANG ALIVE TOUR 2012
BIGBANG OFFICIAL TRAILER
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BIGBANG ALIVE TOUR 2012
ü  Period: Mar. 2012~ Jan. 2013 (10 months) ü  Places: 12 countries & 24 ci<es (Americas, Europe, and Asia) Arena & Stadium & Dome shows Seoul, Nagoya, Yokohama, Osaka, Saitama, Fukuoka, Tokyo, Shanghai, Beijing, Singapore, Taipei, Jakarta, Manila, Kuala Lumpur, Hong Kong, Los Angeles, New York, Lima, London ü  Shows: Total 48 shows ü  Audiences: Around 800,000 fans SEOUL
EUROPE
NORTH AMERICA
LOS ANGELES
NEW YORK
UK
SHANGHAI
GUANGZOU
BEIJING
TAIPEI
HONG KONG
CHINA
KOREA
SOUTHEAST ASIA
SOUTH AMERICA
PERU
SINGAPORE
BANGKOK
MANILA
KUALA LUMPUR
JARKARTA
JAPAN
NAGOYA
YOKOHAMA
TOKYO
OSAKA
FUKUOKA
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SUCCESS FACTORS
Innova<ve Marke<ng +
State of the Art
Produc<on +
Live Na<on Global Network 8
MARKETING “VOTE TO HAVE BIGBANG VISIT YOUR COUNTRY”
Global Event Poll ü  Period : Apr. 2011~ May. 2011 (Two Months) ü  Channel: BIGBANG’s Facebook Event Page (Poll) ü  Country: Total 36 countries ü  Total Par<cipa<on: 1,282,481 ü  Most voted RANK
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ü  Result COUNTRY
PERU
BRAZIL
FRANCE
GERMANY
USA
CHILE
THAILAND
UK
TAIWAN
ITALIA
VOTES
295,557
254,884
88,848
88,310
56,430
41,232
34,485
27,132
12,317
11,574
https://facebook.ygfamily.com:444/yg/fan_page/bigbang/globalevent/poll_apps.php/#
DIVISION
America
Europe
Other Countries
TOTAL
TOTAL
674,436
238,159
369,886
1,282,481
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MARKETING “VOTE TO HAVE BIGBANG VISIT YOUR COUNTRY”
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https://facebook.ygfamily.com:444/yg/fan_page/bigbang/globalevent/poll_apps.php/#
MARKETING YOUTUBE CONTENTS VIEWS
83% of viewers from outside of Korea ü  Top 20 most viewed countries
•  United States •  Japan •  South Korea •  Thailand •  Vietnam •  Taiwan •  Malaysia •  Singapore •  Canada •  Hong Kong •  Philippines •  Indonesia •  Australia •  France •  Mexico •  United Kingdom •  Brazil •  Saudi Arabia •  Peru •  Germany 33,830,573 28,493,805 27,912,109 18,616,555 14,977,733 13,637,730 10,747,118 7,248,915 6,827,637 6,415,750 5,291,606 4,157,569 3,713,519 3,333,800 3,087,575 2,770,709 1,723,810 1,691,415 1,623,667 1,106,126 11
MARKETING PARTNERSHIP [SAMSUNG GALAXY]
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ü  Off-­‐line: Local Live NaDon’s Support +Local Samsung’s Support ü  On-­‐line: Official Android App. for Mobile Devices 12
MARKETING BROADCAST 6 SONGS FROM FIRST SHOW
(ONLINE / OFFLINE)
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MARKETING
RELEASED NEW SINGLE/ ALBUM DURING THE TOUR
BIGBANG Special Album [STILL ALIVE] (Jun. 2012) Title [MONSTER] G-­‐Dragon Solo Mini Album [ONE OF A KIND] (Aug. 2012) Title [ONE OF A KIND] 14
Reduced Marketing Budget
→ High Quality Production
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STATE OF THE ART PRODUCTION
Overseas Experienced Staffs
→ Universal Sa<sfac<on LAURIEANN GIBSON (DIRECTOR) Known most recently for direcDng Lady Gaga’s ‘The Monster Ball Tour’ Worked with top stars like Michael Jackson, Janet Jackson, Beyonce, and Katy Perry. GIL SMITH II (MUSIC DIRECTOR/ KEYBOARD) One of the most successful music directors in America Opened up tours with world stars like Lady Gaga, Lil Wayne, Nicki Minaj, and etc. LEROY BENNETT (STAGE& LIGHTING DIRECTOR) Worked with Madonna, Paul McCartney, and The Eagles BRAD MADIX (SOUND ENGINEER) 30yrs veteran sound specialist. Awarded 2011 Parnelli Awards [FOH Mixer
] Possible Produc<ons (Video Team) Rising creaDve team working with Jay-­‐Z, Eminem, and Kanye West. 16
GLOBAL NETWORK
UDlizing Live NaDon’s global network including UK, US, China, and South-­‐East Asia. 17
MEDIA FEEDBACK BIGBANG ALIVE GALAXY TOUR 2012
BIGBANG ALIVE TOUR 2012 In [New York Times] The Best Concerts of 2012, as Seen by Times Cri<cs “ Short but loud American tour” -­‐Jon Caramanica [New York Times] “ The Band’s concerts in America as a success for all” –Jeff Benjamin [Billboard
] “ Fabulous spectacle. BIGBANG's edges are crisper, the sound louder, the dancing sharper” -­‐Caroline Sullivan [The Guardian] 18
COMING BACK
Brighter Marketing Idea
ü  Better Quality Production
ü  Bigger Satisfaction
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WHO’S NEXT ?
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Q&A