Impacto del contenido mediático y narrativas transmedia de la industria de kpop en la ruptura del status quo de la industria musical occidental

Abstract

K-Pop is a new word in the global music industry. The new wave of Korean artists attracts fans from all over the world. One of the enlightenments behind the dominance of this phenomenon and its expansion within the American industry is based on the concept of cultural hybridity and the use of transmedia narratives as its major differentiator from its competitors. The Anglo-American or European dominance of the global music industry has rarely faced Asian competitors before the sudden K-pop epidemic. Today, the Korean industry's competition to the English-speaking dominance is notorious and constitutes a break from the status quo of the American industry, which has imposed the rules of what is consumed and considered quality music content. The Korean music industry, considered hermetic years ago, has made an impressive leap over the last 5 years, taking the lead in major music charts around the world, increasing cultural consumption and the globalisation of its culture. Through transmedia narratives, this industry has managed to create a new sense of making and consuming music, being an exemplary differentiator from its peers. However, due to the stigmatisation of this industry and its under-study, it is not possible to determine with complete clarity the impact it has had within the industry or the perceptions of it in the collective imagination. This research seeks to determine the media impact that Korean music has had within the American industry by analysing the media content of this industry and the use of transmedia narratives to approach the public, as well as the analysis of personal perceptions of this type of music and its entry into the national context. This research is based on the need to understand the development of the music industry in recent years and how the use of transmedia narratives and storytelling have provided non-English-speaking artists with the opportunity to enter the most important music market in the world, making use of media content and mass communication tools that have catapulted them over the last few years as the axes of change for what has been known within the American industry.