1. Popular Music, Clubs, and Night Life in Hongdae Area

2. 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

3. 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

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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. “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

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

13. 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”

14. 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

15. 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

16. 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”

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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”

23. 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