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Will 2NE1 Achieve Global Takeover?

Written by Nia On July 26, 2011

They’re working on an American debut album with Will.i.am, they’ve impressed fashion designer, Jeremy Scott (thei r frequent collaborator pictured above in the “Billion Dollar Baby” editorial), they have their first solo concert at the end of August and they start Japanese promotions in September. Nothing seems to be stopping these girls and no one seems to be trying.

They most recently modeled for the Jeremy Scott x adidas Originals by Originals collection, which was covered by Hypebeast. Jeremy Scott is saying it loud and clear, I’m an original and so our these Billion Dollar Babies, 2NE1.

Is it that they and their handlers are masterfully toeing the line of gimmick, realism, kitsch, kpop camp and adulthood? To they appeal to the desire in the youthful set to be trendy, superfluous but emotionally strong? Do they appeal to that side of adults that want to play dress up with big-kid clothes? Are they being carried along on the coattails of a trend that has yet to die? Are they even doing it on purpose?

Whether or not this is all calculated genius or happy mistake, the effect is clear. They’ve been recognized around the world by heavyweights who not just comment on their innovation but also make the effort to work with them. And that’s the most important thing.

When you consider Se7en’s abysmal State-side debut you can see one thing is certain. He didn’t have the right people behind him.YG by itself can not sustain any artist outside of Korea and the network that Se7en had in the States failed him. With 2NE1, people are coming out for them, people want to be associated with them. What is it about their cool?

At the end of the day, whether you like 2NE1 or not, it is interesting to note the worldwide and varied attraction the the girls’ image. Who said Kpop concepts didn’t work? We’ll see if, and how, they actually fair in the world market. Their first test is in Japan, the second largest music industry in the world. But, Japan isn’t the end all be all of music domination; it still rings true, if you can make it here–in the US–you can make it anywhere.

( sr:firstlook.co.kr)

TAGS: 2NE1, Jeremy Scott

momolito

I have been analizing this topic with my sister, for me YG artist are the most prepared for the american market. They have talent and a strong personality and swag, plus they don’t do the cutesy thing that americans hate and Their songs are solid. But in the US girls groups have a harder road to popularity. From en vogue, spice girls, destinys child to TLC, boy bands tent to be more popular. I think YG should bank their money on BIG Bang, I would introduce first GD and Top and then big bang. But from al the girl groups in Korea, i think 2ne1 has the biggest chance.

Heyhey

YG failed MISERABLY compared to SME and JYP before with Se7en xD It’s mostly because YG moved so far from its styled and copied one of American’s most crappiest style of music ever seen. Just watch his MV it was HORRID! I almost cried -____-

mimi

+1! i always laugh at the “YG artist are the most prepared for the american market” comments.
can’t ppl just wait and watch!!!

LOL

lmao. big bang??
first thing americans are going to pick on is their height. big bang is short. it’s a fact. and short does not work well in america.. which sucks because taeyang is the shortest, but americans would accept him the most because he’s consistent with his image. then top and then seungri. daesung is just there.. it’s too bad because he’s my favorite. gd should be introduced last. his style (gestures to all of him), nasally voice, and shortness (second behind taeyang) will not be accepted well.
if yg failed with se7en (and i have to say he HAD a better chance than big bang), then big bang is going to fail.
america may be ethnically diverse on the east and west coasts, but everything in-between is still just as racist and narrow-minded as it was decades ago.
2ne1 would be even worse than big bang.
dsfasf

2NE1 already sound like American mainstream music. Horrid.
dsfasf

2NE1 already sound like American mainstream music. I wish Koreans would just stay in Korea. People like Kpop because it’s Korean. Now they’re trying to venture into a place where you need talent and originality.

jyyjc

Personally, i think sandara looks the most awkward in weird baggy clothing. She’s so naturally girly and dainty looking(i mean that in a good way) that I can’t help but wish stylists would enhance that more like they do to bom. but i guess the girly role is designated for bom.

kan

I totally agree with you. Dara looks extremely fake. YG needs to give her the cute/sexy/fierce look because the girl doesn’t have any swag.

eboy07

Kpop will succeed in the teenie weenie market. I am sure of it.
JW

I know they will make it just based on my non-kpop lover friends’ reaction to their music videos.
It’s super catchy, very upbeat, and understandable (language-wise).
I am totally anticipating :)
renee

Umm… as much as I like 2ne1, to say their style is original is a bit of a stretch. I believe they’re beginning to transform their style into a more modern one that has become their own but looking back at their debut (sans Dara’s hair) their style had already been done. It was just slightly revamped. So, trendy they are, original not so much. But on the positive side their style is evolving. I see a lot of potential in their State side debut but I honestly hope they market them a little different. I think they will take a liking to Minzy more than they do in Korea. Either her or CL(most likely CL) should be the poster child of the group and not Dara. Cuz as much as Korea loves her face and try hard attitude that will not fly in the States. They value talent over effort.

http://seoulbeats.com Nia

Oh yeah, they’re definitely not original in my opinion. But the perception of them as harbingers of original style is really interesting.
curious

If 2NE1 does debut in the US, I wonder who they’ll be popular with. Often I wonder who listens to kpop in Korea, like what their demographics are, especially YG’s artists. It seems like they have a lot older fans, but does that mean high school students or college students. Often kpop artists have concerts at colleges, so are lots of kpop fans in their 20s? I am really would like to know this!

In the states, now pop itself is moving away from pure pop, more toward a techno sound, i think. Even in rap music. But then theirs the success of albums like Adele’s which isn’t really pop as we know it, a more soulful pop. 2NE1 does both. I am really interested to see how Korean music plays out in the US, especially as an all Korean group, when most music artists are either white or african american. Combine that with the decline of interest in BEP/Will I Am since the breakup.

diasdjlakskd

One word: FAN GIRLS.

Dylan

Ugh. Go away, Jeremy Scott.

And I’m not sure being recognized by Will.i.am signifies how unique they are, considering he makes some of the most derivative, processed and meaningless music in pop today. Hopefully they can create some magic together, but I think Will.i.am was drawn more towards the fact that 2NE1 has a similarly loud, frenetic, AutoTuned electro-hiphop sound to his, which doesn’t leave me optimistic about their collaboration.

NicePeter

I pretty much agree with every single thing you said.

NicePeter

Haha NOPE! They’ll flop just like Rain, Wonder Girls, Se7en and BoA
LoL

well, it’s really hard to tell considering the fact that even snoop dogg formed his own Asian girl group. we simply don’t know the flow of the business, but these people do.

to me, it seems like hollywood is starting to catch up to this asian obsession the other parts of the world is having. which makes sense, 60% of the world population is composed of Asians.

but then again, we don’t know anything, since we’re no experts.
Duke

Just something I think about from time to time when they plan on bringing Korean idol groups to debut broad: is it impossible for them to promote their songs in ther native language? I mean, I don’t understand a single Korean word but I listen more because of the music, the beat, then when I read the translations I give more props to the songwriters when they produce lyrics that make sense. Not sure if the American market is open to that yet, but doesn’t anime and some movies work that same too with their subtitles?

Just look at how I Am The Best in Japanese sounded like. It was a disaster. Didn’t have the same flow to it as the Korean version. I guess for YG, it’s better for them to either create a new song that’s totally Japanese instead of translating their Korean songs, or just promote with the OG song itself. Fans will sing them either way, as long as the song is good and catchy.

lay

i share the same view … i could never understand why they have to sing in Japanese when debuting in Japan. isn’t it all about the music? i listen to a lot of songs in different languages without understanding the lyrics and can still enjoy them, even more than the majority of songs sang in my own language or in english.

and (out of topic a bit)… i hate watching non-english movies dubbed in english and vice versa.
Felicia

I agree to an extent but i also seem to find it exciting hearing a verse in english. Even though they did stuff up the english in the jap version of IATB i reckon it was just that one CL line and the rest was fine. I got so excited when I heard Minzys english.
Even though I’d love for them and all artists whos lyrics are in another language to stick to their own language you do get bias people who are like “If i dont understand it i wont listen to it” e.g. my sister and a couple of other friends that will refuse to give it a chance when they don’t hear english and unfortunately record companies know this and will therefore change to english to please the population and therefore make more money

Ebony

The only thing I don’t like is them working with Will I Am for their US debut. I mean I dislike this dude with a passion, the music he makes sounds like a four year could make it.
huh

I’d say yes if the talent was there. Minzy is the only stable singer and CL screams like a banshee. So no, they’d be crucified by the american public.
Cabs

eat your words. They’ll probably succeed w recognition but i doubt they’lj beat beyonce.. Or lady haha. Maybe beat miley,. Have you seen itunes, they are propping their dainty bums there.
unknown

nice article…. Thank you :)