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SM Entertainment’s new group SuperM, comprising Taemin from Shinee; Baekhyun and Kai from EXO; and Taeyong, Mark, Lucas, and Ten from NCT. (provided by SM Entertainment)
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New idol group dubbed “Avengers of K-pop”
The showcase concert for K-pop group SuperM, held in Los Angeles on Oct. 5, was reminiscent of previous SM concerts, with the gathered fans cheering for Exo, NCT, and Shinee. SuperM is a seven-person group composed of Taemin from Shinee; Baekhyun and Kai from EXO; and Taeyong, Mark, Lucas, and Ten from NCT. The group’s power derives from its combination of leading idols, engendering the nickname “the Avengers of K-pop.” This team effort helped SuperM seize the top spot on the Billboard 200 chart just 10 days after the showcase. “SuperM debuts at No. 1 on the Billboard 200 albums chart [. . . with] ‘SuperM: The 1st Mini Album,’” an article on Billboard’s website said on Oct. 13. While new acts do occasionally debut at the top of the chart, this is an unusual feat for a K-pop group. SuperM is also the first Korean group to reach the top of the Billboard 200 since BTS (also known as the Bangtan Boys). Three BTS albums have topped the chart: “Love Yourself: Tear,” “Love Yourself: Answer,” and “Map of the Soul: Persona.” “I guess the concept of ‘the Avengers of K-pop’ has worked, at least to some extent,” said music critic Kim Yeong-dae. “While fans of group members that didn’t make the cut for SuperM might be put out, assembling the members who are strongest on stage is obviously the biggest selling point.” Numerous fans were also present at SuperM’s premier on Oct. 3. Critics believe that SuperM managed to satisfy diverse musical tastes in the US market, where there are few idol groups that are also talented performers. Title track “Jopping” (a blend of “jumping” and “popping”) is an electropop tune that showcases SM’s musical style, pairing powerful choreography with a futuristic concept. The dazzling, muscular dance moves of top-notch performers like Kai and Taemin seem to have gotten the attention of American teenagers, critics say. The prevailing explanation for how SuperM topped the Billboard 200 is the strategic approach to moving into the US market. From its genesis, SuperM was created with the American market in mind. “While leading this project, Lee Soo-man focused the entire production, including the selection of members and composition of music, on the American market,” a spokesperson for SM said. Another aspect of this strategy was including members of various nationalities, including South Korea and China, in order to get Asian listeners interested in a US-focused band. SuperM received full-fledged support for its American release from Capitol Music Group, a label under the Universal Music Group and the home of global pop stars such as Sam Smith and Troye Sivan. Since first announcing SuperM at Capitol Congress 2019 this past August, SM has been actively promoting the group leading up to its debut. On Oct. 9, the group made an appearance on The Ellen DeGeneres Show, NBC’s flagship talk show. This is the latest of many attempts by the K-pop industry to break into the US market. What’s more encouraging this time around, however, is the confidence that the industry can get results once the right system is in place. “A long period of trial and error appears to have resulted in the construction of a system of sorts for gaining access to the American market. BTS’ success threw the door wide open, and SuperM’s appearance basically serves as proof that the K-pop industry is carving out its own piece of the pie,” said music critic Kim Yun-ha. Billboard chart isn’t what it used to be The challenge for SuperM moving forward is whether it can go beyond a No. 1 debut on Billboard and gain mass appeal in the US. The existing fan base played a large part in propelling the group to the top spot. “SuperM’s handsome start was encouraged mightily by an array of permutations in which to purchase the album, which was likely very appealing to the group’s fans,” Billboard observed. SM launched a range of promotions, such as throwing in an album with the purchase of a ticket to the North American showcase. While this is a common approach for top stars in the US, SM doubled down on it. SuperM reached the top spot on the Billboard chart with 168,000 equivalent album units, the majority of which (164,000) were actual album sales. A serious challenge facing SuperM is the fact that, in an era when people generally listen to digital versions of a song, it received so few equivalent album units from tracks downloaded or streamed. “The existing fan bases helped push SuperM to No. 1 on the Billboard 200 at its debut. Since people buy fewer albums these days, Billboard 200 no longer has the same prestige. The big question for SuperM is whether it can build a new fan base in the US,” said music critic Kim Hak-seon. “Amid the collapse of the record market, it’s not the record chart but the singles chart where you need to get some tangible results. SuperM’s No. 1 debut seems to symbolize that fan bases, rather than K-pop per se, have reached the global music market,” music critic Cha Woo-jin said. SuperM will appear at the top of the Billboard chart to be released on Oct. 15. By Nam Ji-eun, staff reporter Please direct comments or questions to [english@hani.co.kr]
