Opinion / Robert Bound
Once you K-pop, you can’t stop
On Monday, South Korean girl-group Blackpink’s new song clocked up 100 million YouTube views in record time. The music video for “Kill This Love” was uploaded on 4 April, so that’s roughly four days to hit the very, very big time. After just 24 hours the video had racked up 56.7 million views and by the time you read this it’ll be north of 150 million, depending on your timezone. The song’s pure pop chorus and the group’s hip-hop attitude define the irresistible hold that these two genres have on the music industry – and the live-music economy.
The spirit of this stuff is to be applauded. Guitar bands have to be better than they were a decade ago and many male hip-hop artists have seen their questionable (and boring) rhetoric challenged by women with talent, attitude and ambition. Blackpink are off to the west coast to play the Coachella festival this weekend and they will be the first K-pop girls to play those formerly very rock stages. Their set will also be live-streamed to The Beast: the eight-storey-high TV screen in New York’s Times Square. While the internet-in-English seems to be slowly erasing the desire to speak a foreign language, the world is learning to sing in “Konglish” pitch perfectly – and many, many times over.