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K-Pop Groups: The Next Great Brand Collaboration

September 17, 2021
R&CPMK’S EVP OF STRATEGIC INSIGHTS & ANALYTICS, MIKE FEIN, SHARES HIS INSIGHT WITH PRWEEK, ON THE REACH OF K-POP, ABILITY OF ARTISTS & THEIR TEAMS TO INFLUENCE CULTURE, AND THE STRENGTH OF K-POP FAN BASES Here’s what he had to say: It’s the fan bases that make all the difference, according to Michael Fein, EVP of R&CPMK’s strategy and analytics division, which is working with South Korean rapper CL and represented BTS when the group first broke into the U.S. market. “These groups are naturally doing the types of things that create culture,” he said, which can be as simple as having the right hook, lyric or dance move. “But the machinery behind K-pop has mastered how to do social media, how to go viral and they’re very close to their fan bases. Where K-pop goes, their fans join them.” To read the full PRWeek Article, click HERE.

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