[ARTICLE] Billboard: Inside SuperM's Big Sales Week & How They Got a No. 1 US Album
A little over two months ago, the world didnāt even know about K-pop group SuperM. Yet this week the seven-piece band turned heads when it landed a No. 1 debut on the Billboard 200 with its first-ever LP, The 1st Mini Album, driven almost entirely by album sales.Ā
Itās a stunning achievement for the project, which was only just announced in August as a partnership between Korean label giant SM Entertainment and Capitol Music Group (and distributed by Caroline). And itās no fluke. In the first major attempt to push a K-pop act foremost in the U.S. market, the labels pulled out all the winning marketing stops from both sides of the Pacific, creating an East-meets-West promotional super-campaign befitting these so-called āAvengers of K-pop,ā which brings together members of established acts SHINee, EXO, NCT 127 and WayV. [..]
āSuperM fans bought the mini album in numbers because it was their way of expressing their fandom and support of the band,ā says MIDiA Research managing director Mark Mulligan. āBoth K-pop and Japanese idol artists have been doing this kind of thing for years in their domestic markets, to such an extent that physical revenues are growing strongly in South Korea, driven by young K-pop fans.ā [..]Ā In doing so, SM Entertainment and Capitol Records have achieved success through physical format in a music landscape where streaming is hailed the golden ticket to charts success.Ā
āJust when everyone tells you young people donāt listen to albums and they certainly donāt buy albums, a clever marketing team who knows how to appeal to a core fan base proves them wrong,ā comments Russ Crupnick, managing partner at industry analysis firm MusicWatch.
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