This ad spreads the message that modern K-Pop groups are no longer soulless machines that simply churn out music devoid of any emotional relevance. The assignment combines (G)I-DLE, a K-Pop group, with The New York Times’s branded content division. This was an assignment for my Strategic Communication class at The University of Florida. Click images for a better view.

Title: What Happens When You Merge Art and Business

The principles of business and the principles of music are seemingly at odds with one another. Art is a form of self-expression, a way to put your thoughts and feelings out into the world. Business, on the other hand, is singularly focused on the wants and needs of the customer. This is why many popular movies and musical artists are not very highly regarded among experts. The two areas just don’t mix well.

For example, imagine being a musical artist who changes their genre every time your personal musical tastes changed. From a business perspective, this sounds like a nightmare. All of the people that became fans because they liked that particular type of music would leave. Even though the artist is happy, the customers are not.

Music labels have it worse than anyone. Their artists have millions of fans waiting patiently for their next track, and the labels have hundreds of employees waiting patiently for their next paycheck. If artists don’t vibe with their current song, the final product’s quality will drop. If artists change sounds to their personal tastes, sales will drop.

K-Pop, or Korean pop music, is accused of falling victim to this conflict more often than not. The music coming out of South Korea is generally ripe with bright and eye-catching colors, simplistic yet catchy lyrics, and meticulously crafted viral dance moves. At its worst, K-Pop seems to be an example of what happens when capitalistic pursuits overshadow artistry entirely.

This is why (G)I-DLE (pronounced ‘Jee Idol’) is so interesting. These days, music labels seem to think that one can’t be both artistically and commercially viable. With (G)I-DLE, a six piece all female K-Pop group, art is business. Their success shows that the same principles apply whether you’re trying to make money or make people feel something.

So How Does (G)I-DLE make art profitable?

First of all, the members of (G)I-DLE write and produce all of their own music. Everything they put out into the world is actually authentic and not chosen by suits in a board room. From a business perspective, this is actually pretty smart. To make a successful product, it needs to be distinct. Customers should receive unique benefits and values when they buy your product. Writing your own music ensures this, as no one else will write the same exact music as you.

However, this also makes sense from an artistic perspective. Yes, it is possible for separate producers and writers to make a song that resonates with the performer, but it is more powerful when the performer also creates the song. This allows the performer to channel specific experiences and feelings in order to create a better, more authentic listening experience.

By sharing their specific personal experiences, (G)I-DLE is able relate with people who have similar problems. This is how the group is able to find customers for their music. When music resonates with you, it will resonate with other similar people. By writing their own music, it’s almost as if they have a built-in fan base who can bond with their struggles and successes.

Then, (G)I-DLE’s product is no longer a genre or type of music, but a message and a bond with their listeners. This allows the group to experiment with the styles of music that they put out. This is exactly what they have done; all four of their title tracks from the last year have been completely different genres. They are no longer confined by the laws of marketing and product positioning when thinking about what type of music create. They can instead let the art flow out of them completely organically.

Really, art and business are not that different. In both areas, people want stuff that is high quality and unique. Nowadays, when people try to sell artistic pursuits they feel as though they need to lean towards one side or the other. This just isn’t true. You can make art and still have it be commercially viable. Make things that resonate with you. Not only will you care about it more, but it will resonate with other people who have similar experiences.