“The U.S. K-Pop market grows by 15% every year, BTS has 44% of the total – dependency is too high”

BTS, BLACKPINK, TWICE, TXT, Stray Kids, NCT127, ATEEZ, SEVENTEEN, and more dominated the K-pop genre in the U.S; the entertainment ranking is SM – JYP – Big Hit – YG.

BTS's size in the overall K-Pop in the US is 44%

In the US, K-Pop is growing by 15% every year, while BTS accounts for 44% of the U.S. K-Pop market. It shows that if BTS is excluded, K-Pop will remain a genre that cannot guarantee musical sustainability locally.

According to a K-Pop artists survey released by global music consulting group Reels Corporation, BTS took the overwhelming first place in the K-Pop genre with 1.42 million points. This is a score that is calculated with the same aggregation criteria as the Billboard chart.

Of the total score of 3,244,922 of K-Pop artists, BTS holds 44.01% of the total genre. In particular, this score has not been combined with the scores of ‘Butter’ and ‘Permission to Dance’.

Blackpink came in second with 250,000 points. Although the group did not make a comeback in 2021, it maintains the highest record of a girl group and forms a two-top system with BTS. Next, TWICE, TOMORROW X TOGETHER, Stray Kids, ENHYPEN, NCT127, ATEEZ, SEVENTEEN, and Itzy ranked 3rd to 10th, respectively.

Regarding the groups that just debuted less than a year ago, SM Entertainment’s aespa reached 25th, HIGHUP Entertainment’s Stay-C ranked 26th, and YG Entertainment’s Treasure ranked 29th, making them the ‘Hot Rookies’.

In the entertainment ranking for the top ranks (30th and above), SM Entertainment ranked 1st, JYP Entertainment 2nd, and HYBE-Big Hit and YG Entertainment tied for 3rd place. RBW and Cube Entertainment each tied for fourth place, followed by 14 companies including Starship, KQ, Pledis, Blockberry Creative, Dreamcatcher Company, Yuehua, J Planet, and HIGHUp Entertainment, producing top 30 artists.

As a distributor, YG Plus is in charge of distributing three of the Big 4 artists (BTS, BLACKPINK, TWICE, and TOMORROW X TOGETHER), which have a 60% market share, entered the top three structure. YG and HYBE-Big Hit Alliance account for more than 50% of the U.S. market leadership. However, the actual distribution of BTS in the U.S. is led by Columbia Records, so the actual distribution structure is expected to show a different aspect.

The K-Pop genre is growing by about 15% every year in the U.S. market. However, Reels Corporation reported, “The dependence on a particular artist is too high, and in this case, musical genre safety in the U.S. market cannot be guaranteed,” “In order for K-Pop to settle on the mainstream unlike J-Pop in the 1980s and 1990s, the size of BTS must be the average value of the top 20 Korean artists. Asian music is always challenging the U.S. market, and it’s just a step away from newborns.” In fact, according to a consulting firm report released last year, K-Pop took 31% out of the market compared to the classical/jazz genre, classified as an “indie” genre in the United States.

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