Popular Music, Clubs, and Night Life in Hongdae Area

A History of the Popular Music in Korea Traditional Korean music and songs played and accompanied by traditional Korean musical instruments Introduction of the Western style music: American missionary, hymns Korean popular music composed by Korean songwriters, accompanied by Western-style band instruments

A History of the Popular Music in Korea: continued… Music and songs of non-Korean origin, adopted in their original form or arranged by Korean composers and song writers Rapid growth of music education, especially Western classical music at college level Success of Korean and Korean American performers: Kyung Wha Chung, Myung Hoon Chung, Sarah Chang, Young Uck Kim, Hae Kyung Hong, Myung Ok Shin

A History: continued… The impact of Colonization of Korea by Japan, 1909-1945 Educational programs at elementary and secondary schools College level and advanced training in Japan Japanese style popular music: “enka”

A History: continued… Korean style popular songs (“yuhaengga”) and lyric songs (kagok) Music and Society: Dynamic Interrelationships Music tends to reflect the emotional/psychological, political, social, and economic realities of its people

Music and Society: Interrelations The Japanese Colonial Period: emotions and sensitivity of a subjugated people The Korean War: pain, sorrow, and hopelessness associated with the suffering and destructiveness of the war The division of the peninsula The successive authoritarian military regimes between 1963 and 1987

Music and Society Censorship by the military regimes “Purification” policies by the authoritarian regimes: Censored the Japanese style popular songs Anti-authoritarian and pro-democracy movement: “barrel guitar” music, ballad style songs From “ppong tchak”, “trot-style”, 4/2 beat and highly repetitive structure

Music and Society American influence AFKN Radio/Television Network The “Eighth Army Show”: Breeding ground for professional singers and instrumentalists Advanced training of personnel in the United States and other countries

Music and Society Democratization movement and music Diversification of popular music genres Increased popularity of Rock, Rap, and fast- tempo dance music Market opening and its impact Emergence of K-Pop and “Korean Wave” Technological development and its impact on production and consumption of popular music

The Emergence of “K-Pop” The Music by the Group “Seo Taeji and Boys” in 1992 The Role of Talent Agencies SM Entertainment YG JYP Others “Trainee System” The Internet Platform System and the Rapid Diffusi on of K-Pop

“K-Pop” Psy, “Gangnam Style” Rain, Girl’s Generation, Big Bang, 2NE1, 2AM, 2PM, Wonder Girls, Super Junior, Hyuna, Kara, Shinee, Miss A, TVXQ The Popularity of K-Pop: The Causes The Lyrics of K-Pop Songs Dark Side of K-Pop The Future of K-Pop

Actors in the Popular Music Industry Major corporations Label companies Production companies Distribution/marketing Talent management agencies Songwriters, singers, lyricists, bands Sales

Management Principles of Profit-Oriented Firms Uncertainties of the market Belief that preferences of consumers are unknowable; major changes in theme, style, or content would be risky Placing high value on predictability End result: “Consumers want what they get rather than they get what they want”

Consumers’ Orientations Consumer’s taste: genres, songwriters, singers, bands, labels, and production companies Attempt to maximize the level of satisfaction from the products Familiarity with songwriters and singers from previous exposures

Social Capital and Professional Labor Market Definition of social capital: “investment in in social relations by individuals through which they gain access to embedded resources to enhance expected returns of instrumental or expressive actions” (Lin 1999:30-31) “Embedded resources”: the flow of information, influence on agents, identity and recognition

Songwriter-Singer Relationships A mentor-disciple relationship: a songwriter “discover” talented future singers A songwriter would “train” his singers A songwriter would “offer” his singers his music and singers “receive” their mentor’s music Formation of cliques: emergence of songwriter’s “divisions”

The Hongdae Area Clubs A History of the Hondae Area Clubs The Influence of College of Fine Art, Hongik University Artists and Art Students rented the space in the neighborhood for their studios Cheap rent in the area was one of the attractions Relocation of the Indi Band Clubs from Shinchon to Hongade Area starting early 1990s due to the Redevelopment of Shinchon

The Hongdae Area Clubs The Growth of the Hongdae Area Clubs through 1990s and Early 2000s 40 Clubs 300 Indie Bands 100 DJs Transformation in the Genres of Music at Hongdae Clubs From “Electronic and Techno” to “Hp-Hop” The Hongdae Clubs attracted both Korean and International Clientele

The Impact of Gentrification New Business Establishments in the Area Art Galleries Art Institutes Publishing Companies Boutique Shops Upscale Cultural Product Shops Rising Rent forced some clubs to close or relocate Some Clubs moved to old plant buildings in Mullaedong

The Hongdae Club Culture The Admission/Cover Charge The Guards The Fashion and Dress Code The Space Layout inside the Club Bars Tables Extra Tables Table Charge Private Space Dance Floor Stage DJ Booth

The Hongdae Club Culture Clientele Age and Gender Composition Solos and Groups Interactions The Gender Dynamics Gatherings Outside the Clubs Koreans vs. Internationals Hongdae Clubs vs. Gangnam Clubs The Ethnography of the Club Culture

The Hongdae Club Culture Types “Live Music Clubs” “Dance Clubs” “Taste Culture” Shared Preferences in Genres of Music Mediated by the Clubs Night Clubs vs. Dance Clubs Size of Space “bookings” “Busking”

Discussion The Politics of the Clubs The Culture District System The Conflict Live Music Clubs vs. Dance Clubs The Clubs vs. Other Types of Business Establishments The Impact of the Large Talent Companies on the Club Culture The Future of the Hongdae Area