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HomeK-Biz【深度报道】害怕得罪又不能放弃中国市场?男女团「中输」竟有如此差距!
K-Biz

【深度报道】害怕得罪又不能放弃中国市场?男女团「中输」竟有如此差距!

Admin7/21/2023 1 min read

This article isn't available in English yet, so it's shown in its original language (简体中文).

最近,由HYBE打造并在电视台JTBC播出的新选秀节目《R U NEXT?》,因参赛的22名选手中没有任何一位中国籍成员而引起关注。此外,先前BTS的成员SUGA在直播中提到当前韩国艺人无法在中国活动的实情,使得"中国"与KPOP的关系再度引发一阵讨论。

Image Source l JTBC  
Image Source l JTBC  

尽管许多人在政治上对中国有着不同的看法,但无法否认的是,无论是哪个国家,都无法轻易舍弃及忽视中国庞大的市场效应。

Image Source l 온라인 커뮤니티
Image Source l 온라인 커뮤니티

就像SM当初推出Super Junior时,加入了韩语乐坛中的第一位中国籍成员韩庚,到为了进入中国市场而挑选更多中国成员加入的EXO,以至于许多经纪公司也纷纷开始推出中国小分队等手法,KPOP早已对广大的中国市场抱持着相当大的野心。

Image Source l 온라인 커뮤니티
Image Source l 온라인 커뮤니티

但是无论如何也没想到,一切却因2016年的萨德反导弹系统事件,让中韩之间的关系越发紧张,中国更是直接开启了对韩国的各种限制,并将范围扩大至演艺圈等艺人活动,因此韩国艺人想要在中国发展可以说是难上加难。

Image Source l NCT IG
Image Source l NCT IG

尽管失去了庞大的中国市场,但很多经纪公司仍未放弃中国商机。除了选择加入中国籍成员到团体中,间接刺激所谓的“中输”销量,他们还一直在使用“微博”、“抖音”等社交软件与中国粉丝互动。

Image Source l 온라인 커뮤니티
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[In-depth Report] More Overworked than Artists! KPOP Managers Work Overtime Without Complaining! 'Extreme Jobs' Content Revealed!K-Pop

[In-depth Report] More Overworked than Artists! KPOP Managers Work Overtime Without Complaining! 'Extreme Jobs' Content Revealed!

If we say that artists play the role of showcasing in the entertainment industry, then the agents and staff behind the scenes can be considered the unsung heroes who drive things behind the scenes. Although people often joke, "Being an agent is an extreme job, you have to know everything," being an actual agent is not easy at all. From the MBC observational reality show "Omniscient Interfering View ", you can probably get a sense of the range of duties a talent manager has. However, since the show is broadcasted, not all of the specifics are necessarily revealed. So, what exactly does the role of a celebrity manager encompass? Firstly, let's distinguish based on job position. Although the way of separation might slightly vary from company to company, one could say they are more or less the same. In general, the hierarchy includes positions like field manager, team leader, department head, representative, and so on. The term commonly referred to as a "road manager" generally means a "field manager," who is responsible for all the schedules of an artist, and even needs to act as a protective measure in crowded situations, protecting the artist like a bodyguard. Due to the hectic schedule of celebrities, they experience high levels of physical exhaustion. However, those who just entered this industry usually start from the basics and handle complex matters. Only after accumulating at least 5 years of experience, there is a possibility to become a group leader or a room leader. After becoming a team leader or a manager level, one will begin to manage multiple on-site brokers, responsible for the artist's schedule adjustment, contract negotiation and promotion etc. The representative of the entertainment management company is responsible for the management of the company, setting the direction of the artists' activities. They will also discover new artists and provide financial support. What are the requirements to become a manager? Strictly speaking, apart from a driver's license, there is no specific major required to do this job. In fact, whenever entertainment planning companies are short of managers, they would also post job advertisements on job hunting websites, just like any other job hunting. However, some people might get into the industry through introductions and recommendations from acquaintances. In addition, depending on the different companies, the demand and regulations for talent agents can greatly vary; some companies even require job seekers to submit documents like criminal records for review of their past. Although academic qualifications are not necessary, many universities or tutoring schools offer related courses for further study, such as Gyeonggi University, East Asia Broadcasting University, Seoul Art Specialist School, and entertainment companies like SM Entertainment and Fantagio also offer courses for talent agent training. Due to the nature of a manager's job, which essentially involves constant communication and coordination with people, they face all sorts of people, not just the artist, but also PDs, journalists, and concert planners. If they are too cautious or shy, it can cause a significant amount of stress. Therefore, in order to secure better opportunities for their artists, it's crucial to maintain good interpersonal relationships and possess quick thinking and adaptive reaction skills. Since it requires being by one's side all the time and expending a lot of effort, what is the average salary? Looking at the starting salary of a typical rookie on-site broker, it's usually around 2 million Korean Won. According to statistics from South Korean job websites, the monthly average income for entertainers and sports agents, including talent managers, is 2.75 million Korean Won. As the types of content and platforms diversify, the importance of agents is becoming increasingly significant. However, the period as a rookie agent can be extremely tough. Not only do they have to invest a lot of physical and mental energy, but their salary is also quite low. As a result, the turnover rate in the industry can be quite high. In fact, while everyone's focusing on the issue of celebrities overworking, agents are stuck in this working state every day. They must work according to the celebrity's schedule, from early in the morning till late at night, even till the wee hours, but they can only explain this due to the "nature of the job". Therefore, Korea's Ministry of Employment and Labor and Ministry of Culture, Sports and Tourism have previously proposed a consensus on improving the working environment for the protection of labor rights of those engaged in the fields of performing arts management and broadcasting production. In fact, in July last year, the Ministry of Employment and Labor conducted labor supervision on two large-scale performing arts planning companies, revealing 12 violations of labor relations law, including the non-payment of overtime allowances, violations of working hours, and failure to implement sexual harassment prevention education. Although the government is willing to start cleaning up the film and television brokerage industry, many practitioners are quite optimistic. However, some people believe that "it's natural to actively seek overtime pay for overtime work, but they also fear being marginalized and possibly retaliated against in the future. After all, the circle is so small, so they hope that the government can implement relevant regulations for protection."

Image Source l 온라인 커뮤니티

由于中输的影响力不仅体现在专辑销量上,也带动了其余的周边等代言商品的销售。但说穿了,想要赚中国的钱也并非想象中的容易,由于中国市场一直是K-POP产业的敏感争论点之一,因此时常可能会一些政治或是国际赛事等议题引发争议,也让艺人陷入被中韩网友攻击的目标。

Image Source l 온라인 커뮤니티
Image Source l 온라인 커뮤니티

尽管目前KPOP试图减少对中国市场的依赖,转向欧美等国际路线,并持续加强艺人在日本的发展,但从每次的专辑商品等销售数字来看,中国仍然是一个无法忽视的存在,而这样的情况从现今的男女团来看,情形又有些许的不同。

Image Source l 온라인 커뮤니티
Image Source l 온라인 커뮤니티

由于"中输"是个少则10-20万张,多则70-80万张的存在,也许对前几年只有几十万张的专辑销量来说,影响力还没那么大,但如今逐渐迈入百万专辑销量的时代,"中输"的多寡,也掌握着多半团体的销量成绩。

Image Source l  aespa_official
Image Source l  aespa_official

根据韩国媒体《Media us》的报道,无论是在国内还是海外,由于女团的核心粉丝群体并没有男团的多,因此在成本上,女团的依赖程度和占比相较男团来的高一些。

Image Source l MELON 
Image Source l MELON 

当时BTS以专辑《MAP OF THE SOUL:7》创下337万张的销售记录来看,中输占比就占了约77万张左右,乍看之下好像「中输」程度颇高,但以女团aespa在首周创下142万张的销售记录中,中输约为80万张;女团IVE在专辑《After Like》首周创下90万张的销售记录,经过三次的总加后,最终中输含量高达65万张等数字来看,比起男团,女团依旧是相较依赖于中输的。

Image Source l  saythename_17
Image Source l saythename_17

或许有些人会说,相比中国,欧美和日本市场也不可小觑,但这种说法并不适用于新人或是人气中等的团体。换句话说,要在相对闭关锁国的日本市场站稳脚跟,并非易事。据韩媒调查显示,以BTS和SEVENTEEN在日本的人气,直接进口销售量是20万到40万张左右,而以女团TWICE的个人专辑销量也停留在10万张左右。

Image Source l  twicetagram
Image Source l  twicetagram

尤其在新人团体中,差距更为明显,比如女团aespa在日本的销量最高约为8万张,但与其在中国的销量高达近80万张相比,简直无法相提并论。

Image Source l  aespa_official
Image Source l aespa_official

此外,韩国媒体认为,相比以男偶像为主的市场,中国女团的粉丝基数正在积极成长,甚至足以支撑团体大部分的总销量并与男团抗衡。由于与日本偏爱可爱青春又清纯的女偶像类型相比,中国偏爱的概念则是强烈的Girl Crush风格。有评论家认为,由于中国当地的女性社经地位逐渐提高,因此以女性为主流消费族群逐渐扩大,特别的是,在娱乐产业中展现的“女性经济”更为明显。

Image Source l newjeans_official
Image Source l newjeans_official

以HYBE为例,虽然早有不选拔中国练习生等传言,部分公司的粉丝们经常会以HYBE不受中国市场的限制而感到自豪,但从HYBE旗下的女团来看,唱片的销售仍然需要中国市场。像是新人女团NewJeans在出道的几次回归中,保守估计,中国市场的销售量最高仍然占了30万张以上,占了初期销售量的一半左右。甚至比中国市场销售份额较弱的LE SSERAFIM也至少有20万张的销售量,占初期销售的30%以上。

Image Source l ivestarship
Image Source l ivestarship

尽管这并不是说,女团就绝对的依赖于中国输,而是在男女团无论是在市场还是粉丝的组成结构上本就不太相同且持续在变动当中,就有如早期常说的,女团卖的是音源,男团卖的是专辑,但如今男团的音源成绩也明显有了起色,女团专辑要卖破百万也非难事,都能感受到KPOP市场的转变,也让经纪公司在市场策略上有了更多需要改变及调整的挑战,因为无论是否依赖于中国,“过度依赖”于单一市场都会是艺人在未来发展上的潜在风险。

Image Source l BTS
Image Source l BTS
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