Music Video: BLACKPINK - How You Like That

Audience

1) What are BLACKPINK fans known as - and what would the demographics / psychographics be for the BLACKPINK audience?

BLACKPINK fans are known as ‘Blinks’ and are largely teenage girls and young women. Their fans are worldwide but they are particularly big in the Philippines and Indonesia as well as western countries such as the UK and USA.

2) What audience pleasures are offered by the music video for How You Like That?

Applying Blumler and Katz Uses and Gratifications theory:

• Diversion: music video conventions – performance, effects, fast pace etc.
• Personal relationships: Fan interaction online through social media is a key element of K-pop’s global success. Fans feel like they ‘know’ the band members.
• Personal identity: K-pop fandom often involves copying the look of band members and seeing their own style reflected on screen.
• Surveillance: Western audiences gain knowledge of Korean music and culture.

3) Pick out three particular shots, scenes or moments in the video that would particularly appeal to BLACKPINK fans. Why did you choose those moments? 

Young Asian woman.

4) How was the How You Like That music video marketed and promoted to the audience?

The video’s release was preceded by a series of teasers on the band’s social media accounts (including posters, photos focusing on individual band members and videos) and a reality show (24/365 with Blackpink, available on YouTube). 

5) Why is K-pop a global phenomenon and what has helped it to become so popular?

K-pop has become a truly global phenomenon thanks to its distinctive blend of addictive melodies, slick choreography and production values, and an endless parade of attractive South Korean performers who spend years in grueling studio systems learning to sing and dance in synchronized perfection.

Industry

1) How were BLACKPINK formed and what records have they broken?

the quartet have broken the record for the longest-charting song by a K-pop girl group on the Billboard Hot 100. The previous record was set by BLACKPINK in 2020, for 'Ice Cream' featuring Selena Gomez. 

2) What other successful artists have YG Entertainment created? You may need to Google this.

• Sechs Kies.
• BigBang.
• AKMU.
• Winner.
• Treasure.
• BabyMonster.

3) How has technology and the internet (known as technological convergence) changed the way audiences consume music videos?

Music videos communicate to your audience, promoters, and bookers that you take your music project seriously and professionally. In return, this will influence the way they see you, your art, and performance.

4) How do BLACKPINK and K-pop show that the media and music industries are now global?

K-pop demonstrates the global nature of the industry with BLACKPINK selling out arenas across the UK and USA as well as in the East. They played Wembley Arena in 2019 as well as huge US music festival Coachella. 

5) How are UK-based music videos regulated and what types of content require warnings? 

Some UK-based record companies get their music videos rated by the British Board of Film Classification (BBFC).

The kinds of issues the BBFC considers in classifying music videos include bad language, dangerous behaviour presented as safe, drug misuse, sexual behaviour and nudity, and threatening behaviour and violence.