YG takes the bull by the horns: “don’t care about AKMU music leak”
[OSEN=손남원 기자] YG is arousing much attention with its unprecedented promotional method—revealing all the songs before the album release—for the sibling duo AKDONG MUSICIAN (AKMU) who will make an official debut on April 7. In the recent music industry where “leakage” of music is creating much problem, this strategy is a shock for many.
AKMU attracted 5,000 people to their sneak preview event of the album held at Seoul Forest on April 5, unveiling all the songs. Despite the cold weather and rain, many gathered to listen to the vivacious and highly original songs of the siblings.
At the event, the two unveiled all the 11 songs from the album, while also distributing booklets with lyrics in them. The agency carried out a full-force “leakage” of the songs, not being concerned of the exposure or not using it as a tool of marketing. This is a challenge that would not be possible without the agency’s full confidence in the new album.
A noticeable aspect was that there was no restriction whatsoever on filming or recording the songs with mobile phones. These restrictions, like banning photography or actually confiscating phones, can be seen in premiers of Hollywood Blockbuster films or preview events of big-hit artists—and YG boldly unchained that heavy chain.
Related personnel from YG says that there was a special order from CEO YANG HYUN SUK for this: “The CEO told the administrators of the event, ‘Do not create any discomfort to people who visit Seoul Forest to listen to AKMU’s songs for the first time’.”
Such behavior can be seen as an act of confidence in AKMU’s music, which overrides the concerns of music leakage. AKMU’s album is scheduled to be released at noon on Monday, and the music video of one of the three title songs “200%” will be unveiled 12 hours ahead, at midnight on April 6. This is the music video that is already receiving positive reviews for AKMU’s vivacious charms when uploaded on YG’s official blog.
AKMU’s musical talent had already been recognized by the public when they seized victory on SBS’s K-Pop Star Season 3. And their debut date is the same as the date they won the show: April 7. A very CEO YANG-like marketing strategy.
LEE CHAN HYUK was fully in charge of writing and composing of all the songs in this album. His arrangement of the two title songs “200%” and “MELTED” is a proof of his singer-songwriter talent. The 3rd title song will be chosen by the fans.
K-Pop Star Season 3, to be aired tonight, will unveil AKMU’s “200%” and “MELTED.” And so this marks the celebration eve of the duo’s dynamic return as official artists.
2014. 4. 6.
