Table of ContentsIntroductionLooksKorean AestheticsCosmetologyThe Screening ProcessTalentThe Audition ProcessTraining and Other SkillsTalent ProgramsAssessmentConclusionIntroductionKorean Popular Culture, also known as Korean wave or Hallyu, consists of entertainment, music and television series. and films from South Korea (Roll). It all started with Seo Taiji and the Boys, who gained local attention for their blend of European melodies and Korean lyrics. They produced a new sound that allowed many young Korean artists to follow this trend of creating music using influences from other parts of the world. While a few artists had achieved fame outside of Korea, Hallyu's global explosion occurred with Psy's Gangnam Style in 2012 ("How Did K-Pop Conquer the World?"). Subsequently, the intelligent management of this soft power among a global audience generated significant revenues for the consumer goods industry and the tourism sector and helped improve the country's image. Say no to plagiarism. Get a Custom Essay on “Why Violent Video Games Should Not Be Banned”?Get an Original EssayAt the heart of this cultural phenomenon is a group of people recognized as Korean idols, all signed to management agencies. They have gained cult followings in Korea and around the world for their beauty, voices, synchronized dancing and affable personalities. Given the massive attention these idols receive, there is continued pressure to retain and attract new fans. Some strategies used in this relationship marketing include writing their own songs, changing album concepts and coming back with new looks. Yet the big question is: do their looks trump their talents in the quest for success?LooksKorean AestheticsIn Korea, there is a particular aesthetic that is amplified in the entertainment industry. This aesthetic highlights features such as big eyes, a pointy nose, small lips, straight eyebrows, double eyelids, V-shaped jawline, and flawless skin. Pale skin and slim, fat-free bodies are also glorified by Koreans and idols are strictly held to these standards. In an article produced by the Association of Consumer Research, the authors state that white skin has been equated with personal beauty in Korea since its first dynasty (Li et al. 444). Pale, flawless skin denotes youth, health, naturalness, and elitism (Li et al. 446). Female idols with glamorous bodies and baby faces are called "Bagel Girls" and are more popular with the crowds (Oh 63). The most popular male idols are those with the same characteristics, called "Pretty Boys or Flower Boys". It is obvious that appearance plays a more important role than music. For example, the fame between Girls Generation and 2NE1 has always been a big debate. When Girl's Generation was dubbed the Nation's Girl Group for their glamorous bodies and babyfaces, 2NE1 was labeled an ugly girl group because their looks or height did not meet Korea's beauty qualifications. While the music performed by Girls Generation was produced by a team of artists behind the scenes, the members of 2NE1 were involved in the writing of their songs. Despite 2NE1's talent, Girls Generation was more popular with local and international audiences. Cosmetology Idols are very familiar with cosmetology and this is the fundamental ingredientof their images. In cosmetology, skincare products are used to keep the skin healthy and clean, makeup products enhance facial features, and cosmetic surgery is considered a permanent extension of makeup. This surgery aims to look better and younger and can be performed on any part of the body (“About Cosmetic Surgery – American Academy Of Cosmetic Surgery”). Companies have invested in the best estheticians for their artists and would go so far as to advise and sponsor cosmetic surgery. Despite this, idols remain tight-lipped when it comes to revealing whether they have had surgery because they risk achieving their "perfect" image when they admit to having done so. In many Idol reality shows like Super Junior Returns, Real GOT7, Run BTS or Blackpink TV, their first program of the day would be the salon where they get their hair and makeup done. Idols also appear in different beauty programs like Lipstick Prince and Beauty Bible to learn and share their knowledge about cosmetics. However, every time an idol admits to working with a scalpel, they attract criticism. The girl group Brown Eyed Girls encapsulates this idea through a Saturday Night Live Korea show, where a "Plastic Face" video was released as a parody of Lady Gaga's Poker Face ("Plastic Face - Brown Eyed Girls"). In the video, they sang about cosmetic surgery and denounced the public's double standards. They also sang about how cosmetic surgery can give a boost in self-confidence and should not be looked down upon. The Screening Process On the other hand, some idols were born naturally gorgeous and entered management agencies through a casting offer. This process is called scouting and it is commonly practiced by management agencies. Agency employees are authorized to recruit people they consider attractive to their company. It happens anywhere from streets to shopping malls. Some recruiters followed their target for days until they agreed to join an audition organized by the company. Since they already have a look, auditions evaluate their stage presence rather than their musical talents, which companies say can be trained. Considering that the industry is built on youth, recruiters would look for faces as young as 7 years old in order to have enough information. It's time to practice before debut. F(X)'s Krystal was spotted by SM Entertainment at age 6 while on vacation with her family in Korea, but her parents negotiated for her to join the company later because she was still too young. Instead, they recruited Krystal's older sister Jessica into the company, which eventually became part of Girls Generation. When Krystal turned 12, she began training with the company and debuted with F(X) at 15. TalentTalent is defined by the dictionary as a natural ability to excel in a particular field. Regardless, in this essay we will apply Nietzche's philosophy of the will to power. His theory explains self-made talent, where people can achieve their dreams when they believe in them, work hard, and invest in them. The Audition Process Every idol must go through the audition process before being accepted into the company. Anyone who applies for an audition would have a desire to become a successful idol one day. Companies have also made these auditions easily accessible by providing global and online platforms for foreigners. However, the hearing requirements are uncompromising and only thecrème de la crème can benefit from a training offer. The three largest entertainment companies in Korea evaluate an individual's musical abilities and potential to become a success. JYP Entertainment focuses on singing ability, sense of rhythm in dancing and rap, as well as their stage presence (“JYP Audition”). SM Entertainment does not allow contestants to use pre-recorded aid, so auditionees must sing acapella or choreograph a dance immediately. ("Hearing"). The CEO of YG Entertainment revealed in an interview that only applicants who are naturally gifted in music are welcome. He believes that only those born with talent will succeed. It goes without saying that a lot of effort and hard work goes into perfecting their skills in preparation for the audition. Many applicants enroll in dancing and singing classes and train for months or years in preparation for the audition. Training and other skills Once candidates pass the auditions, they obtain training contracts lasting 2 to 5 years with no guarantee of a start. No Idol can escape this phase which we know is rigorous and difficult. Trainees continue to hone their skills in singing, rapping, dancing, and learn other skills required for an idol, such as music writing, image maintenance, and the Korean language (Sunio). Yet life after debut only gets more difficult. Rookie Idols now have to compete with veterans for attention. They must therefore work even harder to distinguish themselves by turning to theater, animation, variety, musicals or production. Idols whose talents go beyond dancing and singing achieve success for more than 7 years - the average lifespan of a K-pop. band. G-Dragon, solo artist and leader of the K-pop group Big Bang, trained for 11 years before his debut. During his training, he learned to compose and produce music and was asked to write a new song every day as homework. Mastery of songwriting and production allowed him to be heavily involved in his group's successful albums and he established their musical integrity (Kim). When Big Bang took a break from the music scene and the members continued their solo activities, G-Dragon continued to write songs for others and for himself. He was so successful that he topped the Korea Music Copyright Association's list of registered Idol songwriters, with 173 copyrighted songs to his credit. Her taste in fashion and good looks further boosted her popularity as an idol. With 13 years of experience in the industry, he has placed himself in a new league that newbie idols can only dream of reaching. Talent Programs There are also public ways where idols are discovered for their talents, such as talent shows like Superstar K, schools or music festivals. These public platforms provide an express way to debut as an idol. For example, pop duo Akdong Musician was signed to YG Entertainment after coming first in K-pop Star 2. They wrote and sang their own songs with light melodies inspired by their surroundings (Ng). With perfect pitch and coordination, they charmed the public and the jury. Under YG's leadership, they continued to write songs and perform, now reaching a global audience. Additionally, idols who missed their chance in the spotlight can join training programs like Produce 101. Different companies would send their trainees or unpopular artists to the show for a chance to make their mark.?