K-pop Fans Have a New Nemesis

K-pop is made to be listened to. But it’s also made to be watched. When a group releases a song, it’s just one part of a package that typically includes a visually arresting music video and several live performances of complex dance choreography paired with inventive outfits and hairstyles. The best-looking members of groups are literally known as “visuals” in the industry.

Here in the United States, BTS is the best-known K-pop group, but it is just one group among dozens of artists and groups, each with its own sound and look, including emo rock, city pop, and tracks that mix hip-hop with traditional Korean elements. All different types of groups have been able to maintain relatively high physical-album sales in the era of digital streaming by focusing on what buyers can see. Albums have become collectibles, available in multiple editions and packaged with posters, books, and an assortment of “photocards”—glossy, roughly business-card-size images of the performers that many fans collect and trade.