On January 15th, The Wall Street Journal (WSJ) published an online article titled “YouTube Helps South Korean Band Branch Out”, describing how SM Entertainment used Youtube to propel Girls’ Generation into the foreign market.
WGJ starts out mentioning SNSD‘s first Japan showcase at Ariake Colosseum, Tokyo. The Journal offers two solutions for the successful foreign debut: a Japanese song and Youtube.
WSJ states how a Japanese version of SNSD songs on Youtube led to “radio requests and online chatter” on Japanese forum sites weeks before the official showcase. Fans were able to reupload the videos on various websites, further publicizing the new group.
*Mistake by WSJ – ‘Genie’ Japanese version PV was released on YouTube on August 26th, 2010, a day after the Ariake Coliseum showcase and not weeks ahead.
Ariake Colosseum
Like fellow Kpop powerhouses, YG Entertainment and JYP Productions, SM embarked on a new strategy: upload copyrighted videos via Youtube and sell ads on its authorized clips. The videos are protected against piracy through Youtube’s “Content ID”, which prevents duplicates of copyrighted videos. Not only does SM receive profit from the advertisements, but it also benefits from a “cheap way to reach overseas audiences and create demand for its artists without having to open offices or partner with labels in other countries.” According to WSJ, “SM’s chief executive Kim Young-min said that “the partnership with YouTube saves SM thousands of dollars in monthly costs for maintaining video servers on dozens of Web sites for its acts.”
Collaboration between Google Inc. and SM has led to customized advertisement so that ads are aimed at local viewers. For example, Japanese ads would appear for viewers in Japan whereas ads in English would appear for those in America.
In addition to being able to introduce SNSD to foreign markets, SM has been using Youtube to seek new talent all over the world. SNSD and labelmates SHINee have left messages encouraging people who wish to sing/dance to audition.
The original article can be read here.
Sources: Fanwonder.com; nate.com; yoongislove@Twitter
SNSD Korean 
Whoa! awesome move by SMent!
hahahaha
Now thats smart marketing !
See… companies like SM and YG see the light and potential in Youtube, their artists can reach their international fans without investing a ton of money on creating an online media platform, not only do the companies make money but also cut costs, and they get on the WSJ! Yet broadcasting companies like SBS are blind, deaf, and lives in its own little world thinking Youtube is a disease that will kill their bottom line. I hope Korean TV executives read this article and stop blocking KPOP videos, it doesn’t do anyone any favors except killing the fans’ interest and supressing KPOP’s momentum, it’s a lose lose situation.
“English would appear for those in America”
Funnily I’m in England and get English ads too.
Wow, SNSD is now getting attention from the Wall Street Journal!!
They were also mentioned in WSJ on Dec. 30th
http://blogs.wsj.com/korearealtime/2010/12/30/koreas-top-10-news-of-the-year/
The girls’ popularity is not about a language nor Youtube. Foreing market and Youtube are already a given business paradigm equally for other groups too.
Having WSJ to document on the successes of SNSD via Youtube and many other platforms, something which I would view as unrelated considering WSJ mainly deals with banking. However, that’s the beauty of it, having a top tier syndicate of the global industry document on something which I view many would disregard as K-Pop, substantially augments to SNSD’s prowess and increases awareness among those who are unaware of such a phenomenon, perhaps even increasing aptitude.
And it’s all because SME utilized an already existing internet platform like Youtube, with more benefits than detriments, to reach out to an international audience regardless of demographics.
I don’t know if Youtube has an advocation on simplicity and congenial use to appeal to a global audience. Contrary to popular belief, Youtube helps many build confidence, discover latent potential and competency and much more, but I digress.
To be frank, while this seemingly small piece of news which many would express disdain for, it can actually go a long way in assisting SNSD’s foray into the [physical] western market.
yup….Youtube is certainly the best way to promote SNSD overseas….
Hope to see pink wave throughout the whole world!!
SNSD,fighting! ^^
lmao you typed WGJ in the second paragraph instead of WSJ.
And Youtube was always used to promote people. It’s how we have people like Justin Bieber rise up so fast…unfortunately. ‘>.>
Wall street kinda exaggerates.. Using youtube shouldn’t be considered a strategy, everyone can do it and become a Youtube partner is easy (for labels especially) =_= And they really should check their information before writing an article.
Anyways, nice that soshi is mentioned in there =]
Well it is a “strategy”. SM and other Korean record labels could’ve very easily stuck to traditional forms of distributing their music videos, such as just showing it on TV, selling them in DVDs, or making them available only on their own websites or sites such as GomTV. But instead they have openly embraced a non-proprietary platform like Youtube as their main channel of distribution, even their own official websites link back to Youtube when you click to watch the MVs. Granted everyone is doing it so it kind of forced them to follow suit, but considering Korean companies are generally conservative, taking a step to utilize Youtube is a sign of openness and that always helps in reaching out internationally. Youtube has surely played a big part in helping spread Kpop’s popularity, so I’d say it’s definitely a strategic decision on the record companies’ part.
As for their information not being exactly correct, I’d say give them a break ’cause WSJ isn’t your typical kpop news outlet and pop culture in general is not their specialty of journalism. Plus the error they made are minor details that didn’t really affect the main idea of the article – which is really about Youtube and SM Entertainment.
WSJ is an influential magazine here in the U.S., and frankly, all over the financial world. I hope big U.S. companies see potential with SNSD, cause I seriously want them to branch out worldwide…but first, they have to solidify their Asian repertoire so that the U.S. entertainment world would have a hand out knowledge about the girls.
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