Why Do Popular Idols Only Have 1 Week of Comeback Activity Despite 3 Weeks of Dropping Teasers?
K-pop idols’ pre-comeback promotion is usually a month long, but their activities after the comeback only last one week, causing regret.
Recently, before officially making comebacks, popular K-pop idols have been teasing their new albums for about 3 weeks to a month by releasing tracklists, teasers, and other materials “little by little.”
However, their official promotion activities after the comeback only last for one to two weeks. Some idols only perform on 1-2 music shows before concluding their music show schedules in Korea. Therefore, some fans who have been eagerly waiting for the comeback have expressed their disappointment.
In the past, the number of weekly music show trophies was a source of pride and recognition for idols.
However, in recent years, the duration of idol activities has decreased rapidly. Idols with global popularity can barely fill one week of music shows before concluding their domestic activities. Idols with high recognition usually have a two-week promotion at most.
Although their activities are short, their pre-comeback promotion period usually lasts for about three weeks. Most idols start with the official announcement of their comeback one to four weeks before the actual comeback. Then, they sequentially release album titles, schedules, tracklists, trailers, concept photos, highlight medleys, and MV teasers.
Some fans have criticized this trend. Many have expressed that the “teaser reveals make the expectation wane,” and “because the teaser builds up so much anticipation for the comeback, the disappointment with the completed stage is often greater.”
Another fan told News1, “I enjoy watching music show stages very much. Since each performance is different and fun to compare, the shorter activity period leaves a sense of regret compared to the period where they release teasers.”
Why have the actual comeback promotions of idols decreased so much lately?
One entertainment industry insider explained to News1, “In the past, music shows and TV appearances were the most crucial publicity tools when an album was released. But nowadays, there are many opportunities to showcase high-quality performances through platforms such as YouTube, which are easily accessible.”
He also added, “Promotions have become more YouTube-centered as the generation that consumes idol culture has changed. YouTube has become more influential, and so the number of music show appearances has naturally decreased.“
Another industry insider said, “During the pandemic, various contents that could be enjoyed online have been produced, and global fandom has expanded through online communication. Thus, when offline schedules abroad increased after the situation of COVID-19 improved, the domestic activity period became shorter.”
Another entertainment industry representative stated, “There are practical reasons for this as well. If the comeback promotion is prolonged, there will be many additional costs such as choreography expenses, costume expenses, and stage set expenses, making it burdensome.“
They added, “Since the cost and time required for music show stages are high, it is more effective to engage in various dance challenges with the same cost.“
Source: Naver.
