1. Having a clear concept
BLACKPINK has a very clear concept, which is "Girl Crush", and "Badass". It's reflected in their name, both "Black" and "Pink." They are not only feminine but also savage. They represent the independent and strong personalities of women that are trendy nowadays. It’s different from many girl groups, which usually focus on cute and feminine features.
Moreover, BLACKPINK has a catchy slogan: "BLACKPINK In Your Area," which appears in every song. It points out the fact that BLACKPINK wants to reach a wide area. Where are you? BLACKPINK will be there and in your area.
Last but not least, BLACKPINK has had the ambition to dominate the international market since they formed this group. Let’s take a look at the diverse backgrounds of BLACKPINK members: Lisa is Thai. Rosé is Korean, but she was born in New Zealand and raised in Australia until the age of 16. Jisoo was born and raised in Korea. Jennie is Korean, but she spent 05 years studying in New Zealand. Lisa, Rosé, Jisoo, and Jennie are all multilingual, with three of the four speaking English fluently. That helps them enter the international market without hesitation.
2. Both beauty and talent
All BLACKPINK members have their own beauty. It’s no visual hole in this group. Jisoo is feminine and gentle, Rosé is luxurious and mysterious, Jennie is gorgeous and savage, and Lisa is shining and strong. They shine brighter day by day and have now become one of the best visuals in the K-POP industry. Their beauty and unique styles help them get more fans and enter the high-end fashion industry. It’s no doubt that their beauty contributes to their huge success these days.
Alongside beauty, they catch the public's eyes because of their talents. They have unique voices, professional performing skills, and outstanding rapping skills, which have pushed them so far in their music journey.
After all, both beauty and talent keep them on the journey of becoming the biggest K-POP girl group in the world.
3. Lack of songs but hit and high-quality songs released
BLACKPINK is well-known for scarcity. We have to wait at least one year for each comeback. Fortunately, when they release a single, it is always on the hype and breaks records. There are some reasons for that: First, they really put their hearts into a song and require the best quality for each song released. Second, they do the real set-up with a big marketing budget. After all, their product speaks for itself. As you know, the latest comeback of BLACKPINK was in October 2020. I'm looking forward to their comeback this year. I can’t wait for it.
4. Co-brand with top artists (Lady Gaga, Selena Gomez, Cardi B, Dua Lipa, DJ Snake)
BLACKPINK achieved remarkable success in their career when they collaborated with Lady Gaga, Selena Gomez, Cardi B, Dua Lipa, and DJ Snake. Co-branding is not a poor strategy; they reached deeply into the US-UK audience through that. Likewise, they usually join in on many interviews with well-known TV hosts such as Zach Sang, James Corden, Jimmy Fallon, and Jimmy Kimmel when they release new music. Because of that, they are becoming more and more popular in their target market.
5. They use social media to promote their album and activities. They promote not only BLACKPINK but also personal brands to reach their fandom - BLINKs, and the public.
In my view, they are social queens. Their millions of followers prove this fact. BLACKPINK has more than 70 million followers on Youtube and each member has their own Instagram account which reaches over 50 million followers each. They use social media as a great tool to communicate with their fans (BLINKS) and get more attention every single day.
Another key point is that they promote not only the group BLACKPINK but also individuals. Jennie, Rosé, and Lisa had their own solo projects, and Jisoo had her first K-drama, Snowdrop. Each one has a strong presence in public. They shine in their own way, and when they are in a group, they shine together.
To sum up, BLACKPINK is the biggest K-POP girl group these days. Their success is the combination of a lot of marketing strategies. When following them on their musical journey, I've learned a bunch of things about marketing. I strongly believe that when we are really into music, we can absorb a lot of great lessons from it. For me, music always plays an important part in both my daily life and professional life when it comes to marketing and business lessons. Now, I will keep on learning from BLACKPINK and look forward to their new comeback this year.
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