As the first generation of K-pop groups debuted in the early 1990s through the 2000s, backed by major entertainment corporations, a driving force and agitator behind the global rise of K-pop has said the keys to the musical genre’s immense popularity are its signature characteristics – powerful dance performances and gorgeous visuals.

“K-pop has been able to go global thanks to the distinctive characteristic of music,” Jeong Chang-hwan, CEO of n.CH Entertainment, said in a recent interview with The Korea Herald at his agency’s headquarters in southern China. Seoul. “The main reason why K-pop has caught the attention of listeners around the world is because it’s dance music.”

If K-pop started to focus on genres that largely depend on lyrics, it might not enjoy the popularity it enjoys today, Jeong said. Korea was a lesser-known country at the time, and translation programs allowing listeners to search for lyrics sung in Korean were not readily available, he added.

The 50-year-old K-pop expert began his career in the entertainment industry in 2000 as a road manager at SM Entertainment, working with first-generation K-pop groups including HOT and HIS. His assignments later included A&R, or artists and repertoire and concert program planning. It was Jeong who introduced “SM Town,” the agency’s musical collective of artists.

In 2012, Jeong was appointed CEO of SM C&C, a subsidiary of SM Entertainment established under SM founder Lee Soo-man’s vision to expand into other entertainment industries. Here, he signed with the label Kang Ho-dong, Shin Dong-yup and Lee Soo-geun, top comedians and TV hosts, Jeong said.

In 2017, the K-pop pioneer quit SM and started his own company, n.CH Entertainment, launching first girl group Nature a year later. He also worked as the general manager of CJ ENM’s musical vision.

Jeong hinted that he is currently planning to launch a boy group as early as the end of this year.

He suggested creating a stronger connection by going beyond basic social media platforms to metaverse platforms.

Jeong also hoped that improving emotional engagement with global listeners would lead to the adoption of various genres of Korean music.

“I think it’s time for K-pop to branch out from dance-dominated music to ballads and more. Although some non-Korean speakers may not understand the lyrics of Korean songs, various genres of K- pop should be able to speak to the hearts of listeners,” Jeong said.

By Jie Ye-eun ([email protected])