“Twitter is a waste of life,” said Sir Alex Ferguson, the manager of Manchester United about social media (social networking services: SNS). Celebrities’ statuses are often destroyed because of a few words they write on SNS. But G-DRAGON (GD) is far from doing this. He has 2.6 million Twitter followers, and 2.16 million on Instagram. Among the followers are Pharrell Williams, Rihanna, Lilly Allen and Thom Browne. Pharrell Williams directly messaged GD to ask him if they can collaborate. Just this proves how the world’s entertainment businesses have their eyes on GD.
In 2012, “Rolling Stone” reviewed GD’s song “Crayon.” In 2013, men’s magazine “Complex” and “Fuse TV” interviewed him. In 2014, “Hollywood Reporter” chose him as one of the 10 Global Pop Icons. GD was the only Asian on the list, while Grammy’s Song of the Year winner Lorde was included. He has gone beyond a star of simple reviews and interviews, and has positioned himself as an icon. He cuts across the range of “Complex,” a magazine trendy people read, to “Hollywood Reporter,” one of mainstream entertainment media.
Yet it’s early to say that GD is a star in the U.S. But media coverage of GD in the U.S. is definitely growing. GD’s status on SNS symbolizes where he stands in the world. His name may not be familiar yet, but Western pop and fashion icons want to befriend him. In other words, he is a “hipster.” GD would be popular among hipsters, who are after things that will become popular in the future.
The way GD uses SNS shows why “Hollywood Reporter” chose GD as an icon among many other K-Pop stars. His photos on Instagram are like a series of magazine pictures. Touring around the world, meeting big stars like Chanel’s head designer Karl Lagerfeld, and wearing outfits and accessories given to him personally by top designers like Rick Owens are few of the many stylish photos that make his page special.
GD reveals through SNS a lifestyle of big stars in a stylish way. His messages are precise and short. He writes about the country he is visiting or something like “Night and day switched… I should have a proper lifestyle.” He rarely responds to fans’ mentions, or sometimes retweets if he agrees with something. He reveals the lifestyle that people desperately want to know, while keeping a distance by holding back on saying too much.
He reveals things like going to Chanel’s Haute Coutre, or Barbara Palvin talking to him personally to the 2 million plus followers. It might just be simply “cool,” but he makes it look like a GD-edition of Vogue on SNS. Like an editor of the magazine, he reveals his daily life with such class. He attracts people who are interested in parties, celebrities, fashion and Chanel.
GD’s SNS itself says “Follow, Follow Me,” and is highly influential. In its interview with GD, “Complex” wrote that worldly fashion brands have been working hard to work with GD. After GD was shown wearing a particular brand, their sales soared. A producer from a giant agent said GD is the only star that has an influence on sales after wearing a high-fashion brand.
t’s not only about his fashion sense. BIGBANG’s Japan Dome Tour attracted 770,000 fans in 16 concerts. That’s about 100 billion won in profit. This excludes the profit from GD’s solo World Tour. Last year, Bon Jovi ranked #1 in the highest concert profit, with $205 million. So for a Korean artist to profit this much overseas with just a few hit songs is impossible. It’s only possible when there is demand from the fans.
GD’s SNS shows how it’s done. His music, fashion, parties, travel, friends, and his overall lifestyle is exposed by TV, magazines and SNS. In a nutshell, GD is “hip.” This is the most important aspect in the global entertainment business in 2014.
GD does not run his SNS self-consciously. If just putting thoughts into it led to success, then celebrities would not have wasted their life on it. GD’s fashion, music, and concert make it all possible. “Complex” reviewed not only GD but also the producers involved in the album, and the entire “COUP D’ETAT” album. In another article, they wrote about a fashion brand GD likes in detail. GD and his entertainment agent YG’s enthusiasm for the interview made it all possible. And GD did not miss Paris Fashion Week, especially Chanel’s Haute Coutre, despite his extremely busy schedule.
When Matthew Bellamy from Muse mentioned GD and T.O.P’s performance on his SNS, GD and YG actively promoted GD so he can be positioned as a “hip” artist. World-renowned music and fashion icon Pharrell Williams wanting to befriend GD means a lot, and GD has to work hard to fulfill that expectation. GD reveals that process on his SNS, and successfully rose to a star that attracts attention from trendy people across the world.
To sum it up, GD is “hip,” and it is a result of him designing his life that way. He knows his goals, he focuses on what suits him, and he is aware of people’s expectations and also his own. So he designs a life he wants. This is a huge plus for using SNS properly, but is also important for celebrities to shape their own brand as they are exposed on SNS continuously. Doing good music or acting is the basis. If they want to remain a star, they have to design their entire life in a stylish way to show it to the public. That’s how the rules in the field are changing now.
Source: YG Entertainment(Naver)
No comments:
Post a Comment