K-Pop Tours the World: A Case Study BIGBANG
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1 K-Pop Tours the World: A Case Study BIGBANG
2 WHO ARE BIGBANG? 2
3 3
4 4
5 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 Space Shower Music Video Awards: Best Choreography Video. 5
6 BIGBANG ALIVE TOUR 2012 BIGBANG OFFICIAL TRAILER 6
7 BIGBANG ALIVE TOUR 2012 ü Period: Mar. 2012~ Jan (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 NORTH AMERICA LOS ANGELES NEW YORK SOUTH AMERICA PERU EUROPE UK SHANGHAI GUANGZOU BEIJING TAIPEI HONG KONG CHINA SOUTHEAST ASIA SINGAPORE BANGKOK MANILA KUALA LUMPUR JARKARTA SEOUL KOREA JAPAN NAGOYA YOKOHAMA TOKYO OSAKA FUKUOKA 7
8 SUCCESS FACTORS Innova<ve Marke<ng + State of the Art Produc<on + Live Na<on Global Network 8
9 MARKETING VOTE TO HAVE BIGBANG VISIT YOUR COUNTRY ü Most voted RANK COUNTRY VOTES 1 PERU 295,557 2 BRAZIL 254,884 3 FRANCE 88,848 4 GERMANY 88,310 5 USA 56,430 6 CHILE 41,232 7 THAILAND 34,485 8 UK 27,132 9 TAIWAN 12, ITALIA 11,574 Global Event Poll ü Period : Apr. 2011~ May (Two Months) ü Channel: BIGBANG s Facebook Event Page (Poll) ü Country: Total 36 countries ü Total Par<cipa<on: 1,282,481 ü Result DIVISION TOTAL America 674,436 Europe 238,159 Other Countries 369,886 TOTAL 1,282,481 9
10 MARKETING VOTE TO HAVE BIGBANG VISIT YOUR COUNTRY 10
11 MARKETING YOUTUBE CONTENTS VIEWS 83% of viewers from outside of Korea ü Top 20 most viewed countries United States 33,830,573 Japan 28,493,805 South Korea 27,912,109 Thailand 18,616,555 Vietnam 14,977,733 Taiwan 13,637,730 Malaysia 10,747,118 Singapore 7,248,915 Canada 6,827,637 Hong Kong 6,415,750 Philippines 5,291,606 Indonesia 4,157,569 Australia 3,713,519 France 3,333,800 Mexico 3,087,575 United Kingdom 2,770,709 Brazil 1,723,810 Saudi Arabia 1,691,415 Peru 1,623,667 Germany 1,106,126 11
12 MARKETING PARTNERSHIP [SAMSUNG GALAXY] + ü Off- line: Local Live NaDon s Support +Local Samsung s Support ü On- line: Official Android App. for Mobile Devices 12
13 MARKETING BROADCAST 6 SONGS FROM FIRST SHOW (ONLINE / OFFLINE) 13
14 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
15 Reduced Marketing Budget High Quality Production 15
16 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
17 GLOBAL NETWORK UDlizing Live NaDon s global network including UK, US, China, and South- East Asia. 17
18 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
19 COMING BACK ü Brighter Marketing Idea ü Better Quality Production ü Bigger Satisfaction 19
20 WHO S NEXT? +? 20
21 Q&A
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