Recent pages of the Music Industry Weekly Trend Report from HYBE Labels have come to light, providing deeper insights into the strategies and thoughts of the company’s employees. Initially, the content of these reports was brought to public attention during the South Korean National Assembly’s ongoing parliamentary audit on October 24, 2024. During this session, Kim Tae Ho, CEO of BeLift Lab and Chief Operating Officer at HYBE, was questioned regarding some negative comments found in these reports. He claimed that the documents were simply “a collection of materials found through online monitoring” and did not represent the official stance of HYBE.

However, new revelations from Channel A suggest that the reports also include detailed analyses by HYBE employees, not just external opinions. This raises important questions about the internal assessments and strategies being used to navigate the ever-changing landscape of the music industry.

Insights from the Reports

The newly disclosed sections of the Weekly Trend Report shed light on various marketing strategies and public opinion analyses regarding the company’s artists and their media presence. One notable section, titled “Suggestions for Viral Marketing and Updates on Public Opinions on Online Communities,” provides specific recommendations for promoting their artists and increasing engagement. Some highlights include:

• Reality Show Releases: The report mentions the release of a reality show episode that did not generate notable reactions on domestic online platforms. It suggests a delay in the actual marketing push until the show begins to build traction in upcoming episodes.
• Character Framing: Suggestions were made to create engaging narratives around group members to enhance public interest. For example, one member could be portrayed as a “lazy cat” while others are likened to “country dogs,” aiming to differentiate them in a competitive market.
• Visual Comparisons: The report recommends using visual marketing strategies, such as creating comparison images of group members with popular dog breeds to attract a younger, female audience.

This strategic approach indicates that HYBE is not only monitoring public sentiment but actively shaping narratives around its artists to drive engagement.

The Role of Fan Culture

Another significant aspect of the reports addresses the evolving nature of fan culture and its impact on artist promotion. The documents highlight a particular fanfic that has gained traction among fans of the group TOMORROW x TOGETHER (TXT). This fan-created narrative has sparked discussions within the fandom, especially regarding relationships between group members, such as Yeonjun and Beomgyu. The report observes:

• The fanfic has become widely recognized, generating a hashtag that trended on Twitter during its anniversary.
• There is a notable divide among fans, especially those who engage in “shipping” certain members together, creating tension within the community.
• The reports suggest that the growing influence of this fanfic indicates a nostalgic connection to traditional fan culture, highlighting that even in a modern context, dramatic storytelling remains crucial for engaging core fans.

Moreover, the analysis notes that while the 4th generation of K-pop idols has seen a decline in fanfic writing, this specific narrative continues to resonate, suggesting that there remains a deep-seated desire for engaging and dramatic stories in K-pop culture.

Current Trends and Future Considerations

The report also touches on broader trends in fan fiction and how they relate to different K-pop groups. It indicates that fan culture is evolving but still clings to familiar narratives and relationships. For instance:

• NCT fanfics remain the most popular among fans, suggesting a strong attachment to pseudo-romantic narratives, even if this approach is viewed as outdated.
• The report contrasts this with the journey of other groups like Seventeen, which successfully navigated fan expectations by promoting new forms of engagement and culture.

In light of these observations, the reports imply that HYBE’s artists, including TOMORROW x TOGETHER, may benefit from embracing more dramatic narratives to further enhance fan engagement and community involvement.

As these insights from HYBE’s Weekly Trend Report circulate, they may prompt discussions within the K-pop community about the relationship between marketing strategies, fan culture, and the broader music industry’s dynamics.

See the page of the report’s full exact translation below.

<2023-10-25>

• The first episode of the reality show released. There are no notable reactions on domestic online communities, but the actual trip did not begin on this episode, so we should wait until next week.
• However, it is necessary to begin circulating viral promotional posts such as shorts or blogs to appeal to the public in the near future.
• Youngseo stands out from the other members, but if we frame her character as a lazy cat who wants to appear like a queen, while the other members are framed like country dogs around her, we can definitely top groups like NMIXX. 
• For members like Wonhee, if we can grab a photo of her where she looks like that famous Maltese with the black dirt on its face and circulate a comparison shot, and for the other members too, if we assign appropriate dog breeds per each member, we can appeal to predominantly female online and teen communities.

<2023-09-28>

– Crazy Summer

• A fanfic published around the group’s debut. It seems that this fanfic has become a household name among fans of 4th generation idols. Last week, because it was the anniversary of [blurred]’s reveal, the hashtag [blurred] even trended on Twitter. Many new and old fans showed adverse reactions, including members of the core fandom. Those fans who ship certain members together are particularly known to react sensitively to such content, and in regard to this specific fanfic, it’s influence has become so powerful that the core fans are actually known to denounce [blurred] and participate in an unusual war of attrition among themselves.
• At first, the relationship between Yeonjun and Beomgyu was significantly exaggerated because of this fanfic. However, the two members are actually known to go against each other. All of the members themselves are like cousins who are forced to spend all of summer vacation together, not the most appealing for members of the fandom who are shippers. Some are even spreading rumors that this fanfic was actually written by a fan of another group, and was then rewritten by substituting in the names of the main characters with Yeonjun and Beomgyu, but somehow ended up becoming a household fic in the community. 
• Generally, the culture of fanfics has been pushed into the periphery with 4th generation idols, and yet, this particular fanfic continues to create an issue in the community. It must have something to do with the nostalgic flavor of traditional fan culture. In that regard, no matter how trendy TOMORROW x TOGETHER’s music and performances might be, a need for the dramatic stories of K-Pop remains a key element in moving the core fans at the heart. In conclusion, this team could benefit from an extremely dramatic event.

<2023-07-19>

• Based on the most recent research, the most popular fanfics on Postype are NCT fanfics. In the ‘you’ tag, all of the high ranked fanfics are about NCT. These types of pseudo-romantic relationships with their artists is a type of fan culture that is growing quite outdated, but it seems that this is the nature of SM fans to linger on outdated practices.
• During Seventeen’s rising days, some claimed that this team lacked core ships which made it difficult for fans to write fanfics, and this was the reason why they could not grow; however, they eventually went on to suggest new forms of fan culture more suitable for this age and paved the way for the culture known as ‘Uh-Duk-Haeng-Duk’ (If I’m going to be a fan, I might as well be happy about it). TOMORROW x TOGETHER also received the same criticism during their debut days, which resulted in many outside fandoms also showing interest in the activities of author [blurred], the writer of TXT’s most well-known fanfic. At this point, we ought to take into consideration that these fans, who are incapable of moving beyond a fan culture based in fanfics, have tied themselves down to this idea. The old-fashioned attachment to the ‘universe’ that began from this culture continues to be reflected in the ways that the fans behave, even against other idol teams, which has earned the TXT fandom a reputation as ‘that one fandom’.

For more updates on the latest developments in the music industry, tune in to Vviptimes.

(source: AKP, Channel A)