The success of BlackPink's Rosé and Bruno Mars in "APT." shows that they not only attract a large new audience but also promote the trend of global music collaborations.
Recent years have seen collaborations between idols. K-pop and global pop star develop a mutually beneficial relationship in unprecedented ways.
Initially, the relationship was mainly strategic for K-pop stars like BlackPink, BTS, Seventeen... penetrate the Western market.
But now they're an opportunity for major pop icons to tap into the power of the K-pop fan community, which is known for its passion, organization and relentless dedication.
K-pop goes global
Pop music critic Kim Do Heon tells the newspaper The Korea Herald : "Although K-pop idols are not yet on par with pop stars in terms of global reach or musical ability, the Hallyu wave and audience consumption Korea is undeniable".
As evidence, the number of subscribers to BlackPink's YouTube channel is more than 95 million, the largest among male and female artists worldwide.
Channel "BANGTANTV" of BTS also achieved high results with more than 79 million, becoming the male artist channel with the most subscribers globally.
For K-pop idols, collaborating with Western artists offers the opportunity to reach mainstream audiences and musical genres like R&B and hip-hop.
A typical example is the recent collaboration between Rosé and Bruno Mars in the song APT. .
The American singer's loyal fan base combined with the BlackPink member's social media influence has taken global music charts by storm.
Music critic Lim Hee Yun commented: "K-pop still functions as a subculture in markets like the United States and Europe, where K-pop's reach remains relatively limited.
To attract mainstream audiences in these areas, collaborations with popular local artists are essential."
Specifically, on Spotify, even strangers Rose The song can also be heard promoted alongside Bruno Mars' music, helping to reach new listeners through notifications and recommendations.
Immediately after its release on October 18, APT. quickly took the No. 1 spot on Spotify's Top 50 - US chart and topped iTunes charts in over 40 regions - something no K-pop female solo artist has ever achieved.
Or the recent collaboration of Seventeen with DJ Khaled in Love, Money, Fame released on October 14 also illustrates how K-pop artists can push artistic boundaries.
Working with Khaled, a key figure in hip hop and pop rap, love, money, fame brings a pop mix that is catchy, trendy, and still has a Seventeen vibe.
K-pop fans are key
For Western artists, collaborating with K-pop idols can create a viral effect and boost album sales thanks to streaming trends and promotional campaigns from K-pop fans.
Lim Hee Yun commented: "K-pop stars attract large social media followings, but what's important is that their fans are very active in listening to music online and sharing music content.
In contrast, Western pop artists do not always have high engagement rates, despite their large followings.
Even pop artists who are unfamiliar with K-pop recognize the strategic value in collaborating with K-pop stars, as the music industry today is driven by data."
Remix Mamushi by Megan Thee Stallion with Twice Seeing an increase in online engagement following its release on October 25 is an example of how pop stars benefit from this partnership.
JYP Entertainment said, "The addictive chorus and fashion style of Mamushi is reimagined with Twice's unique energy and enhanced by Megan Thee Stallion's musical stylings."
These cultural exchanges have not only increased the reach of K-pop, bringing Western artists a devoted new fan base, but have also contributed to an increasingly interconnected global music scene.
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