Marketing Strategy? Reporter Questions ZEROBASEONE Opening '5th Generation' Era
What's the standard when opening a new K-pop era? In an article, a reporter questioned ZEROBASEONE pioneering the "5th-gen" era.
Genealogy of 1st to 4th-Gen K-pop: From H.O.T to NewJeans
From the late 1990s to the early 2000s, the "idol market" was born in earnest in the domestic music industry.
The earliest dance-based popular music started with Seo Taiji & Boys in 1992, but it was only until H.O.T and SECHSKIES debuted that the term "K-pop idol" arose.
In the first-gen era, an idol exuded a "perfect" image that focused on dance, unique styling that contrasts with other singers, and a strong fan base that sent absolute support amid group rivalry.
ALSO READ: K-Media Highlights Difference Between 1st, 2nd, 3rd & 4th-Generation K-pop Idols
Meanwhile, the second-gen era began with TVXQ, BIGBANG, Wonder Girls, and SNSD, which triggered the "Hallyu Wave."
The top-tier groups in this era didn't only have great popularity in Korea but also abroad. It was also during this time that the "BIG 3" (SM, YG, and JYP) were established, which laid the foundation for their artists' global expansion.
Regarding the third-gen K-pop era led by EXO, BTS, TWICE, and BLACKPINK, groups expanded even more into the overseas market, even introducing members of various nationalities. They aimed to secure more fans by forming various members with different charms and members who could encompass various regions.
Lastly, the current which is the fourth-generation, which includes aespa, IVE, LE SSERAFIM, and NewJeans, is the era of artists who are active as music powerhouses dominating the music charts.
Marketing Strategy? ZB1 Pre-occupies '5th-Gen Pioneer' Title Criticized
Although it has only been 2 or 3 years since the fourth-gen was active and it is yet to create more records, a so-called, "5th-gen" idol has already appeared in the K-pop market.
ZEROBASEONE (ZB1), LUN8, KISS OF LIFE (KIOF), which just debuted this year, have been grouped under this era.
While each era has distinct characteristics from 1st gen to 4th gen, the self-proclaimed fifth-generation groups have no distinct characteristics yet from the previous generation.
With this, a TenAsia reporter Kim Ji Won gave her critique and wrote:
"Generation distinction can be said to be a kind of 'social phenomenon'. It happens when someone naturally organizes and binds what appears in common for a certain amount of time later.
This is why some say that the self-proclaimed '5th-gen' group is a kind of 'marketing strategy.' It is an operation to confuse the public like the leader of this generation by preempting the term 5th generation."
A K-pop industry official who recently released a new group also confirmed that the 5th-gen era is yet to open, saying:
"When you are a rookie, it is difficult to draw attention unless you are a large agency, but in reality, groups that are not large companies are stuck in the 4.5th generation."
Meanwhile, ZEROBASEONE is a group managed by Wake One, a subsidiary of CJ ENM. They are a multinational nine-member boy group selected through Mnet's audition "Boyz Planet."
While groups referred to as fourth-generation idols are actively active, the appearance of the fifth generation is exceptionally short compared to the previous generation's replacement cycle.
READ MORE: Who Is ZEROBASEONE (ZB1)? Debut Date, Disbandment, Members' Profile, Positions, More Details
For more K-Pop news and updates, keep your tabs open here at KpopStarz.