Music / Idols
20111206_seoulbeats_troublemaker

Move Over Big 3: It’s the Little Man’s Time to Shine!

70
Written by On January 10, 2012

Okay, not really. SM, YG , and JYP Entertainment, are probably going to be in the game for a long time running. Whilst they do not hold the financial power and influence in South Korea like some fans seem to think they do, it is undeniable that these three have been an integral part of molding and shaping the ‘ins and outs’ of K-Pop, and making the modern Korean Pop scene what it is today. However, times are changing, and whilst no agency has actually come close to threatening these three in terms of finance, power and influence, quite a few have risen up and above in terms of music and production.

SM, YG, and JYP are awarded the luxury of having whatever comes from their wombs assumed of being of high-quality. The groups they debut start off standing tall and proud, whilst other rookie groups are hatched, and flip flop their way from music show to music show, hoping that along the way they’ll find a fanbase and a hit. So when rookie groups do manage to find success, I can’t help but look over at their agency and think about everything they’ve done right.

Pledis Entertainment

Yes, yes, I know. No, I’m not being paid to say this. Yes, I really like Jungah too. I swear, Bekah was my bias as well! Listen — no, I don’t think Orange Caramel is a job well done… completely. What? You just lost respect for me? Just hear me out for a bit! Pledis is here for a reason.

Everyone and their mothers all have bones to pick with Pledis. So do I. But I’m not going to deny there are certain aspects of After School that they completely nailed. In short, when it comes to promoting After School on music shows, Pledis is pretty stellar. Because honestly, After School has the best comebacks ever.

Pledis put their all into making sure After School comeback with a bang (literally in the case of 2010). There’s always something about After School’s comebacks that put them above the rest, that makes you notice them even if you aren’t a particularly big fan. Whether it’s learning drums, or tap dancing, or being able to dance in suits, After School does it well, and give it their all. Whether the song itself is the best there can be is something else entirely, but you can always be assured the comebacks are stellar. Pledis and After School have an aim they want to achieve with every comeback, and they can achieve it. Yes, ‘Shampoo’ may not have been the hard-hitter we wanted it to be. But Pledis obviously wanted to go with a mellow and softer sound for After School, and they hit the nail on the head in that case.

Of course, there’s lots of problems with Pledis/After School once we look closer, which Megan already outlined. But from the outside you wouldn’t know anything was amiss. With such effort put into their comebacks and promotions, and such success as well, it leaves me excited for what their next group ‘Pledis Boys’ are going to officially debut with.

And in the case of Orange Caramel… It wasn’t a completely horrendous idea. The purpose of the group was to emanate a cutesy/super gimmicky image and see how it turned out. It was made into a subgroup so that Pledis didn’t have to inject the awesomesauce that’s After School with the gimmick. And somehow, the gimmick was super successful. And I’m not going to pretend that I have no idea why it’s so popular. I do know why they’re doing well. Basically, Raina can sing well enough, Lizzy is endearing and cute, and Nana is super hot. And all three sing ridiculously catchy songs wearing uniform outfits. Everyone thinks it’s a really stupid idea — which it sort of is — but also sort of isn’t.

Sometimes you need to accept success for what it is, despite the reasons behind it being questionable.

NH Media

NH is another one those really questionable companies. Their earlier efforts with U-KISS, were bluntly put, an abomination. Not to mention their promotions with Paran were even worse. How much worse? Well… Paran who? If I had attempted to make this list back in 2009 I probably wouldn’t even consider NH Media. If in the unlikely case I did, I’d probably blacklist them or something.

But no, it’s 2012, and here I am… praising them.

After almost three years with no success, nothing remarkable, and having a band being close to failures, I think NH decided to see what they were doing wrong and well… fix it. And that’s where I start giving this company mad props. Because there was so much going on behind the scenes when preparing U-KISS’ 2011 material. They really stripped the band down to its core, and tweaked everything from the base upwards.

Admittedly, forcing Kibum and Alexander out of the group was ruthless, and there are definitely moral holes in the decision. And even if it’s true that those two didn’t add much to the band at all, one would think maybe NH Media would have considered that before placing them in the band. But what’s done is done, and NH Media didn’t just kick these guys out to play around. And the didn’t just add in extra members that brought nothing to the group (see: Hwayoung of T-ARA). The two new members are actually useful and bring admirable qualities with them. Hoon has a very warm timbre and he compliments Soohyun‘s vocals nicely, and as a rapper AJ definitely has a charisma about him that Xander was missing.

Patricia outlined the dramatic change U-KISS has gone through in an earlier article. Replacing members is just the beginning, it was just the only step we could see. Behind the scenes so much more happened, it was like a light bulb finally came on and the whole world made sense:

CEO: How in the WORLD do we get this irrelevant boyband to at least somewhat succeed??
Employee: Umm… 
CEO: We already put Kevin in drag, don’t bother.
Employee: How about then…  we give them good music?
CEO: Why… that JUST might be crazy enough to work!

And their efforts are both visible and audible. NH Media didn’t try and force relevancy onto U-KISS by saturating them on as many reality shows as possible, or forcing more and more gimmicks on them. No, NH Media is trying to get U-KISS to the top by actual giving them quality music that is deserving of success. They dumped the Brave Brothers‘ ass, hired some talented (and admittedly douchebaggy — Ryan Juhn I am looking at you) producers, and generally just slicked themselves up. I can hardly believe U-KISS is the same band anymore! On paper U-KISS has it good now, they have talent to some extent — enough to pull off their songs, they have great material, slick choreography, they have amazing personalities, and an ambitious company behind them. Four for you, NH Media. Four for you.

Woolim Entertainment

Woolim managed to do with Infinite what so many agencies are struggling to do with their senior groups. Infinite has a sound. They have a signature kind of style to their music, basically, if you hear an Infinite song, you’ll know it’s an Infinite song. And they manage to do it without their music being repetitive. Listen to ‘Come Back Again,’ ‘She’s Back,’ ‘Nothing’s Over,’ and ‘White Confession’. They’re all different, but they have something tying it all together, something which just screams ‘Infinite’. Listen to ‘Before the Dawn,’ ‘Be Mine,’ and ‘Paradise’. Ditto. Not to mention their quality has been consistently great from the beginning. If I had to do a graph of Infinite singles it would look like this:

Which is pretty fantastic, especially if we’re comparing them to certain other more successful groups which I shall not name. Let’s face it, Infinite are talented sure, but they aren’t the best live performers. Yeah, they’re really in sync and they have a good dynamic. But if we’re talking about the actual singing, there are some holes. Which means that getting great material on their side is a huge plus. And Woolim knows how to distribute lines, and give them songs that can patch up those holes for the most part.

On top of great music, they also have a pretty solid group dynamic and image. It’s gimmicky enough (most of which simply comes from the existence of Sungjong), but it’s not so gimmicky that it completely takes away the ability to take them seriously. It’s enough so that they’re entertaining to watch on shows, but not so much that  it appears as though they’re born to live off variety shows. Woolim has been managing this group so well from the beginning, I’m actually almost stunned. Of course, the boys themselves are big players in their success, but just being a good group doesn’t instantly mean a good discography, good promotional tactics, and a good fanbase (am looking at you DGNA).

Let’s just say, you know you’ve made it when you have posts complaining about your fanbase/group on kpopsecrets. Inspirits, Woolim, you are doing a good job.

Cube Entertainment

Cube, what do I say about Cube? I could pretty much write a whole article about them. Basically, they are the closest agency there is to remotely rivaling the Big 3 in relevance. They’ve gone from the agency which collects the rejects, to an agency with some kind of mainstream influence.

In retrospect, Cube’s activity of collecting the used and discarded off the streets was probably a big game player in them coming as far as they did. I mean, how else would 4Minute even get a spark of attention without their star player ex-Wonder Girl, Hyuna. How else would BEAST gain such a following and hype before they debuted, had they not contained the almost Big Bang member, Hyunseung. The ex-JYP trainee Yoseob. And the failed soloist AJ. Even with G.NA, whilst not exactly a reject (though technically she also is, being an ex-Five Girls member), Cube knew how to set up loads of anticipation for her debut. And whilst, personally speaking, BEAST is the only one of the three who I believe really made a mark, the other two acts for what they are, are doing better than they would be doing had they been from another company.

Cube bothers me because of a lot of things. Frankly, I think the only groups they do good with is BEAST and most recently, A Pink. 4Minute is incredibly low on talent, and they don’t get material to showcase otherwise. G.NA has plenty of talent, but her material does show otherwise. But Cube knows what sells, they put Hyuna at the front for 4Minute, and love her or hate her, she got the job done and put her band on the map. G.NA musically is still in a blackhole, but at least she somewhat sells.

BEAST on the other hand, is the band I believe to really put them up there with the big 3. BEAST by themselves are what’s making Cube into a rising star. Cube has done a great job with these six boys. They save the best of their material for their favourite boyband, and the boys themselves are such hard workers that they really brought themselves up there. In fact, ‘Fiction’ was named one of the best albums of 2011 by us, and title track was named best song of 2011. They’re close to being the perfect boyband; vocal talent, dance talent, popularity, good music, a good company backing them, and adorkable members.

And now the most recent rookies to join Cube’s ranks, A Pink, are also helping bringing the cash in. Whilst some may find A-Pink’s tactics and concept cavity-and vomit-inducing, these seven girls have found a good following and definitely spark nostalgia in veteran K-Pop fans. In particular, fans of the SES generation are likely to smile at the familiarity of A Pink’s sweet tunes. They also have one of my favourite singers in the K-Pop-sphere, Eunji, as their main vocalist. For the most part, Cube knows what will get the audience stirring, and A Pink is definitely stirring them.

Another thing I really need to give Cube props for is how innovative they are. Whilst they definitely pushed the boundaries of what’s ‘socially acceptable’ with Hyuna, they went outside of the box and experimented. And although Hyuna suffered a great deal of backlash, Cube got the attention they wanted.

There is also Cube’s idea of sub-units within their own agency — I’m pretty sure Trouble Maker was the first unit of its kind to get so much attention. And it almost astounds me that none of the Big 3 agencies tried out something like JS & Hyuna before. It was scandalous, sexy, kind of awkward, but once again it got all the attention it wanted to get. And the package as a whole was definitely enjoyable. If more of the Big 3 tried experimenting with their roster the way Cube is, I’m sure there’d be a lot less unsatisfied groans on our side, and there would be a lot less complaining about how uncreative the agencies are.

To be honest, it feels almost wrong to include Cube with the other agencies here, because although they haven’t reached ‘Big 3′ level yet, I can’t bring myself to call them a small agency either. Cube stands at a comfortable middle ground. They aren’t too small so that they’re almost irrelevant — but they aren’t so big, and hence they get cut a lot of slack compared to the bigger agencies. And honestly, that’s a pretty good place to be.

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  • Overmyhead

    lol, when I complained that Seoubeats would write about other companies that AREN’T SM, I didn’t think one of the authors would actually… literally write about companies that aren’t SM. Nonetheless, it was a good change. 

    Long article, but it was a very good read. And it’s nice to something semi-positive on here. 

    I’ll address each company one by one:

    Pledis: I have to agree. After School’s comebacks are AMAZING. Honestly had I not known them from when they debuted, I wouldn’t have thought they were a relatively new group at all. Financially and quality-wise, I think Pledis is on point. I also think they also have some of the innovation that you credited to CUBE — I really liked the Blue vs Red idea.

    However, my main grievance with Pledis comes from a moral standpoint. I completely understand that from an objective and/or financial and corporate point of view, this is meaningless, but I still believe attention should be brought to it. On the outside they’re fine, but you need to note AS’ success relies on Kahi and Jungah being there. And these are the oldest in the group — once they’re out, so is After School. And although before I would never think Pledis would kick them out, after the incidence with Bekah (yes, I’m one of those people who are SURE Bekah didn’t choose to leave AS), I’m not so sure anymore.

    NH Media: I agree as well. I just wish they stepped up the game earlier in U-KISS’ career. You said it yourself — they should have decided on the members BEFORE forming the group. And they didn’t, and as a result U-KISS suffered. However, they are redeeming themselves.

    Woolim: Pretty much 100% yes. And lmao, SuJu is so pitiful in terms of material… compared to a ROOKIE group. /sigh 

    Cube: They HAD to be mentioned. I agree. But I’m not sure if you noticed this or not, but when you wrote about the other three agencies you talked about the quality of the material first and foremost. With Cube, first and foremost you talked about image and selling and money. Just in that sense alone I feel like Cube is horrendously similar to the bigger talent agencies. 

    Also, I was wondering why J. Tunes by Rain wasn’t mentioned, or CCM. Is it because they’re both owned by Rain and mnet, big names respectively?

    • http://colourmesplendid.wordpress.com Ree

      Thank you for your comment :) 

      And you bring up a great point with Pledis. They are standing on some very shaky moral ground with Bekah (and somewhat with Orange Caramel depending on how you look at it). And their decisions may effect AS in the longterm. But… I can’t argue with the results they’re giving me in the now. 

      Cube… lmao, I didn’t notice that. But that would explain why I get such a ‘Big 3′ and ‘corporate’ vibe from Cube, more than I do other agencies.

      As for why I didn’t mention J. Tunes or CCM.

      J. Tunes: Exactly what you said  – they’re Rain’s deal. And although it isn’t a ‘big agency’, MBLAQ had a lot of hype before their debut. And I know so did 4Minute and BEAST, but their hype was from the members, whereas MBLAQ’s was from the main guy backing them. Which is why they weren’t at the same stance as most rookie groups usually are at debut.

      Core Contents Media: Well, yes, you could say it’s because Mnet is behind CCM. But… the actual reason I didn’t include CCM was because, in all honesty, I think they’re a horrible agency, and they don’t put their acts in a good light at all. Their management of T-ARA honestly leaves a bad taste in my mouth. Adding Hwayoung was the pinnacle of it. 

      • Dundach

        AGREE ON CCM. There should be a article on HORRIBLE agencies. And CCM should top it.

        T-ara sells, but CCM is TERRIBLE at managing them. Absolutely terrible. Everything from promoting THE WORST title tracks, to adding stupid useless members. They were such a well-rounded group, and they had so much potential, and CCM killed it. They make T-ara go from concept to concept, and it’s ridiculous that I can’t take T-ara as a band seriously anymore. Chameleon my ass, they have NO musical identity. And grrr!!

        That aside, good article Ree.

  • glowbug

    TL;DR

    • Overmyhead

      That’s a shame, because this is a very well-written piece, and one of the most positive works out of Seoulbeats in a while.

      Maybe if you took the time to skim through it a bit instead of posting such an unnecessary comment, you would gain a greater appreciation for the writing.

    • Anonymous

      previously you were ‘glowface’, now you are ‘glowbug’? 

    • http://pulse.yahoo.com/_LL4QDJLVFDT2RDIZYBALSE75JE angel29

      Actually, it’s one of the better written articles here.  It may not talk about idols specifically, but it discusses and analyzes the agencies that run the idol business other than the big three. 

  • Anon

    A pink? Um their sales are terrible and the two awards they have they got cause there was no one better there at the time. The mama win should have gone to Dal shabet since they have better sales plus public attention, but it went to A pink cause they were the only ones there. The mnet win was cause they had no competition. IU is in a fight with mnet and the other guy is a solo, and weknow those never win.

    Cube only has B2st & Hyuna.

    • Androl

      I need to disagree with this. I’m a veteran K-Pop fan, and I LOVE A Pink. And the writer nailed it on the head. A Pink reminds me of old school SES, shit which I love. I know that a lot of newer K-Pop fans may be rolling their eyes, and go on about how A Pink sounds gross and cheesy. But to be honest, back when K-Pop was all about SES, Fin.KL ect, A Pink’s sound WAS the sound of K-Pop. 
      Plus did you hear their cheers at the Gayo Daejun? For a rookie group that’s pretty good. 

      As for Cube, they may only have BEAST and Hyuna. But one great act can be enough to shoot a company up there. 

      • Anon

        But thats the thing. They are doing old style type of music. Very few people will like it.

        A Pink may have potential but unless they individualized the members more so that they arent a clone of each other and do more mainstream music, they will be stuck in a place where only a few people will like them.

        Their sales are terrible, they have had 2 variety show and a big rookie award plus they come from Cube. With all these good things on their side they are still not making a mark.

        • Androi

          It really depends on what you mean by ‘very few’. They may not reach mainstream value, but they will be able to develop a very strong niche following. Hardly ANY of SM’s artists are able to really puncture the mainstream scene either. A Pink’s approach is frankly, quite creative, and so far the reception by old-school K-Pop fans are quite good. And believe me, there are more of us than you think. 

          The audience A Pink’s music is targeting is one that’s almost out of reach by groups like MBLAQ and BEAST, it’s an whole new audience altogether. 

          Yeah, they may not be ‘mainstream’, but looking over at say, SM Entertainment. No Super Junior song made the top 10 list this year for singles. But they have fans, plenty of fans, and that’s reflected in their physical sales. They aren’t mainstream, but saying SuJu doesn’t contribute to SM’s status is ludicrous. 

          A Pink’s single hasn’t charted, sure. But their mini-album did chart 7th on Gaon — whilst T-ARA’s single charted, but mini-album didn’t. If people are willing to fork over money for a mini-album, that too for some rookies, I can see A Pink getting more popular. 

          • Anon

            You are right. They are playing to a niche, but a small niche. Super Junior didnt become what they are until Sorry Sorry, which is a very mainstream song. All the top groups didnt become top groups until they did mainstream.

            Please tell me one top group that isnt/hasnt done mainstream?

            Playing to a niche will keep them stuck. Mainstream will have them grow in fame. Its the very sad reality of kpop & Korea.

          • Anonymous

             And another sad reality is that while Sorry Sorry is what Super Junior and SM finally got right, they also did it wrong. It got them famous, but then they ran it into the ground with Bonamana, Mr. Simple, etc. etc. and now, fans are moving away from them because they’re sick of the same thing with different packaging. SM’s letting them slowly die on the vine now that members are going into the military, leaving the group, focusing on different aspects of their careers, etc. Mainstream success doesn’t guarantee longevity if A-Pink and the songwriters and producers behind them don’t let them grow and move beyond the single that will make them household names.

        • Anonymous

           I’m sorry. I’m not particularly a fan of theirs, but I’ll have to disagree. Yes, they’re catering to a particular niche and aren’t topping every chart out there with all-kills, but that’s not necessarily a terrible thing, if they play their cards right in the long run. What may be the difference between them, other groups who used to be like them (didn’t debut and have massive success), and these overnight success story groups is that they know they’re not the popular kids on the playground that is kpop. That said, they know they can’t just release any ol’ crappy song with a catchy hook and expect people to gobble it up (unlike some groups I could mention). Unlike groups that have fans eating out of their hands, they know they can be dropped like hot potatoes, so they better release the best material they can. Even if kpop fans don’t flock to them instantaneously, they will take notice when other groups and their companies get too full of themselves and the fans just can’t take the crappiness anymore and look for greener pastures. That’s when they’ll notice A-Pink (or any other group in A-Pink’s position) and go, “Huh, they’re not half bad and the music is actually listenable and doesn’t all sound the same.” It may take more than a couple of singles and promotion cycles til they hit their “Gee”/”Haru Haru/Lies” moment, but even if they never have that mainstream following, if they make good music, then they’ll be around longer than these flash in the pan idols. Good music -no matter if it’s mainstream or under the radar- will always be remembered more than the crap that gets put out every couple days.

    • Anonymous

      I just have to say — out of all the rookie groups that have debuted since Miss A, A Pink is the only one that I can stand. I don’t follow them extensively, but I think the girls are likeable, talented (especially Eunji.. my god that girl has a voice), sweet, and humble, and they make me feel comfortable, which is a feeling I don’t get from many girl groups today. They’re understated, but I like that about them. I think their fans are more mature and understated too, which is why you don’t see them being obnoxious everywhere. Like the Kamilias are for KARA (who had a similar style for a while). But just because they’re not shouting at you about A Pink doesn’t mean they’re not there.

      I see their journey to kind of be like Infinite’s — the slow, consistent kind of progress rather than the kind that goes bright but burns out fast.

      • Anon

        “I also think their style appeals more to Koreans than international fans. ”

        If this was true then they would have better digital sales.

        • Anonymous

          I’m not suggesting that they have explosive popularity, but I do think that they have an extremely dedicated, stable, and growing fanbase.

          Anyway — everything I said was my own observation and experience, which may be different from yours, based on which sources and forums you frequent. I have seen quite a few A Pink fans floating around on the internet… but never have I once come across a Dal Shabet fan (unless you are one? then I might have to revise that statement).

          If you want to base a group’s popularity and success solely off of sales a la D.G. (not saying sales are not important, but they do not tell you everything), then I guess I have nothing to do here.

  • http://pulse.yahoo.com/_LL4QDJLVFDT2RDIZYBALSE75JE angel29

    I think that Cube has recently been very aggressive, so much so that their aggressiveness can rival the big 3 in terms of taking advantage of the hallyu wave.  With that being said, I guess it explains why their recent materials are less the traditional kpop.

  • Anonymous

    Pledis:
    While I agree that Pledis did a good job with AS, I can’t help but grieving when Bekah was leaving. Reading her tumblr post gave me an impression that it’s Pledis who made her leave.

    Woolim and NH Media:
    To be honest, I don’t know much about these two agencies, but I like Infinite’s 2011 material. They improved a lot. And speaking of U-KISS, props to NH Media by debuting them in Japan with a new material *ahemSMahem*.

    Cube:
    Hmm, not much to say about this agency either. I agree wholeheartedly that BEAST has the best album of 2011. But it kinda annoys me that Cube didn’t put much effort with G.Na and 4minute. It’s too bad, since 4minute has some talents and they are not going anywhere :|

  • Anonymous

    Employee: How about then…  we give them good music?
    CEO: Why… that JUST might be crazy enough to work!

    Ok. I couldn’t stop laughing and I had to comment. It’s also ironic that it’s prolly the only reason they’re doing well. I haven’t heard any of Ukiss’ stuff except for maybe Tick Tock (yes I’m going to refuse to call it tack, it’s freakin’ weird) but with all the recent compliments they’ve been getting, maybe I will give it a shot.

    Personally I think the biggest reason all these companies are doing better is because they’ve finally realized that the only way to grab attention from a zillion bands is to have good music. Gotta love good ol’ fashioned competition.

  • Anonymous

    Cube is JYP, just to let y’all know. It might not say it on paper but it’s basically owned by JYP (they are a major investor).

    • Drotnental

      They aren’t… The guy who’s the CEO of Cube was an ex-JYP employee, but Cube itself isn’t affiliated with JYP to the point where they ‘are’ JYP. JYP doesn’t influence much of what Cube does. 

      Saying that Cube IS JYP is absolutely ridiculous.

      • Anonymous

        Yeah, if you want to make that association, then you might as well also say that Pledis is SM. The guy who founded Pledis is actually BoA’s ex-manager.

        I do think JYP does have some influence over Cube.. but they’re still technically separate companies.

      • Anonymous

        JYP is CUBE biggest investor and shareholder. They have major influence on what goes over there – at least on a financial level. Please research for yourself before becoming defensive.

  • http://twitter.com/vavavoomchie Chie Sillona

    The BIG 3 

    SM

    YG

    JYP

    #nuffsaid

    • nothanks

      Wow, truly revolutionary. Thank you, without your comment I would have been living the rest of my life in ignorance. Thank you for showing me the light.

      I thought this article was informative, but your comment out does it. The entire scope of the K-Pop scheme is summed up perfectly in your comment.

      Thank you, comment-er, truly. No seriously, thank you.

      Now go home. 

  • http://twitter.com/vavavoomchie Chie Sillona

    I don’t even know APINK…
    Who the hell are they?

    • Anonymous

      The only rookie girl group worth checking out. 

  • Chelle31089

    Pledis:
    I think we’re all in agreement that there was something iffy about Bekah’s ejection which I still can’t get over because no matter how hot Nana is. how cute lizzy is, how popular Uee is, no matter how pretty jooyeon is…..and I don’t even know the other one, she is so much more talented then all of them combined. Yes….I said it and I won’t take it back. WIth that being said I think the reason why I am more taken with After School’s constant image change rather than say T-ara is because their concepts are actually different and daring. I give props to Pledis for coming up with the drums and tap-dancing and for the girls to pull it off relativity well.

    If Pledis does decide a constant image/sound I would love it if they stick with the “because of You” route because my goodness that was my jam.

    NH Media:
    This company is trying to pull out a new improved U-kiss which is a commendable change if only they weren’t so crass in kicking out two of the members. Basically telling them they don’t fit with the new direction they are giving the group. Better late than never I guess and U-kiss’s image really did go up with their new material. Their changing and hopefully their success will catch up too.

    Woolim:
    They did what NH Media could not do. Develop a solid direction in music/image with a certain group and stick with it, all the while constantly developing (not changing!) their sound. Infinite is a very impressive rookie group and with every performance their in tune with each other. Sure not everyone can sing but everyone can contribute to give a great performance. Honestly I would have not thought they were rookies because they were a natural on stage.

    Cube:
    I think Cube is a very smart company. They use certain idols to their advantage to give them attention. They are not afraid promote Hyunah as she is and they have gotten significant results. I would even say Hyunah plays a major role in Cube’s success because without her 4minute will be irrelevant and troublemaker would not have been as successful. As for Beast I commend Cube in a great year for Beast. They gave them a great album and people did notice their musical efforts. A Pink is a group I do not know that well but I do not think they are untalented. I am just not taken by their concept when I know they can handle a more mature concept but my voice means nothing because A Pink received a great response.

  • Bstar5

    Out of all the agencies, my eye is on FNC Music. They just have two solid groups with FT Island and CNBLUE. Being a CNBLUE fan, they definitely have a career their peers must envy since it took all of two weeks after they debuted to get their first music show award only to wrap up their debut year with a GDA Bonsang. They had dramas, a movie, major CF deals, and concert tours all within their first year. It just has me highly anticipating the new artists from FNC that are supposed to be debuting this year. I hear one might be a girl band which would be great. I’m really looking forward to the FNC collaborations with girls in the mix and hopefully in the future some concerts with all the FNC artists.

    • http://colourmesplendid.wordpress.com Ree

      In retrospect I wish I included FNC Music as well… But I was looking at idols in a traditional sense (which is why I didn’t include LEON). The music they grace FT Island and CN Blue with is great — though I’d prefer it if the two bands had more of a distinct style between them. It’s blurring lately. :x

      • http://www.facebook.com/profile.php?id=100000733800778 Mary Noona

        I was going to question you on why LEON isn’t here, considering the work they’ve gone with Ga-In, IU, Sunny Hill, etc.. Thanks for the heads on up :3

      • http://www.facebook.com/people/Anngelica-Aguilar/100000185514336 Anngelica Aguilar

        What do you mean by ”
        idols in a traditional sense ” ? 

        • http://colourmesplendid.wordpress.com Ree

          See, traditionally, Koreans only really refer to ‘idols’ as people in a group. Even aside from that, the traditional idols have some qualities about them — they sing/dance/variety ect. Whilst FT Island and CN Blue are idols in a sense, ‘officially’ they aren’t. The same goes for almost all the acts under LOEN. 

          • http://www.facebook.com/people/Anngelica-Aguilar/100000185514336 Anngelica Aguilar

            Ooooooh! Okay.Thank you for clarifying that. (I was just curious) :D

  • jess1

    Cube knows how to market and sell. That’s pretty much why it has become successful. Good thing they have Beast. And that’s also a problem for them. Beast is the money-maker in this company. They did well with the sub-unit. What else? 4Minute just went downhill, so is G.NA. A Pink isn’t there yet but at least they are bouncing from an almost failure since debut. 

    There is a reason why 4Minute is always included in Beast’s concerts/concerts overseas, and recently G.Na. They are giving them exposure from Beast. 

    After school really do make the best comebacks but I am not really sure if I still have to be interested since Bekah is not there anymore. Yeah. If only they stopped adding members until Nana and did not have Bekah leave. 

    • Anonymous

      A-Pink did not fail at their debut. They had the highest sales for a rookie in 2011. That’s hardly a failure. 

      Also they have the highest fancafe members for a rookie female group – leading by a large margin. If you include their advertisements this year and their variety show doing well I don’t see how you think they were a failure, even at their debut.

      • jess1

        I still see them as almost failure. 
        They didn’t deliver compared to what Cube did to promote them. 
        That’s just me, though.

        There were better rookie groups who debuted in 2011. A Pink got the initial attention because of being in Cube.

  • Limpy Limpious

    Big problem for kpop is that The Big Three basically has monopoly over korean market. They can get away with shitty songs, albums, music videos, etc. and still pour a lot of money into their pockets. And every new group they debut already has a paved way to success and are able to get time on music shows, radio, youtube to promote themselves, even though they may have questionable quality or popularity. Heck, EXO can already create a fanbase without actually releasing a song.

    IMO, what kpop needs is space for artists who’re not strongly tied to their company. So, I hope that JYJ wins a lawsuit against SM, or whtever they are doing, to be able to promote on weekly music shows as any other group. It could mean a turning point in kpop, as groups could get airtime based on how popular they are, and not because they belong to some company. It would also stir competition on korean market, and make SM, for example, put more effort in quality of music of their groups.

    Groups being totally controlled by their company has its advantages, because individual members can’t destroy their group with their mistakes, but it also engulfs creativity of an individual in a group. When YG let G-Dragon loose, wonders happened. Dude basically returned all the money that was invested in him with his music production for Big Bang and launched them to stardom, also with contribution of his fellow members who got the space to creatively expand themselves, bringing even more money to YG.

  • Andi

    I’m curious as to why you didn’t include CCM, LOEN or DSP.

    • Anima

      I was curious about Loen at first too, but I think with CCM and Loen, it’s probably because they are richer and more powerful than the big 3 from a financial standpoint. Loen is the biggest music distributor in Korea and CCM is part of Mnet so it’s not really hard to get promotion or funding for acts under their label and subdivisions :/

      • Andi

        Oh wow, I didn’t know that. Thanks for the new information :)

        I’m still curious about DSP though… KARA is extremely successful and Rainbow are slowly on the rise.

        • Lucky

          DSP was in the game with old school Kpop back in the 90′s with Fin.Kl, they have been around as long as JYP and SM, though they don’t seem as big because they only have 2, 3 if you count ss501, idol groups out.

    • Guest

      Actually, as Ree mentioned in the comments below, LOEN wasn’t included because she doesn’t consider them to be traditional idols, and CCM wasn’t included because she doesn’t like them.

  • http://twitter.com/PhanTheHotness Jenny

    I think CUBE definitely will be one of the top agencies in Korea, however, it’s solely on Beast and perhaps Apink. 

    but i do see why Beast is popular. they have something about them that captures peoples’ attention. and they’re definitely hard working! they didn’t have the Big 3′s name behind them and they had to start from scratch with a lot of negativity since debut.

    but look at them now :D and it doesn’t hurt that their songs keeps getting better and better.

    Apink has some catchy songs too and they’re pretty good singers, esp eunji and namjoo. korea likes cute, and apink is cute :)

    but i do wish they would give better songs to 4minute and g.na. these ladies are gorgeous and i want better songs!!

  • Anima

    INFINITE was blessed with one of the best names in kpop which really helps them and makes them that much more appealing. Woollim has a very good creative team and it helps that INFINITE has very good chemistry and knows themselves well. I like that  their music and concept can develop and change but it all keeps the same distinct feeling. You can’t really compare to or describe them as anything but INFINITE (which is good) because they are unique in their own right. Even their mv’s have a very “INFINITE” style to them which are always so nice despite being low budget (if I hadn’t watched the bts I’d never know because the quality is really good). The perfect example of how 2 years of training is plenty sufficient enough to debut rather than 4 or 5 if you work hard enough. I agree completely with your woollim assessment.

    UKISS was doomed from the start with their name imho. But NH media needs to just give them time to develop and find themselves musically so that they can have success and maintain it more longterm. If they can gain an image and sound that people can identify them with then I’m sure they can establish a decent fanbase and strong foundation.

    I have a love hate relationship with Pledis. I love Son Dambi’s music (“saturday night” is so flawless) and some of afterschool’s songs but the way they treat their idols is a bit… they got rid of bekah who sings, dances, raps better than some of the newer AS members, Jooyeon has no presence, and JungAh (who imo is the best singer) doesn’t sing much anymore :/

    CUBE… not really a fan of their idols or their company tbh but I admit that they know how to make use of what does and doesn’t work with their idols success. I think that BEAST really hit it big with fiction (although I think that song will age terribly tbh) but they are already planning to debut a new guy group this year which imo isn’t the smartest move considering that apart from BEAST and to some extent Hyuna are the only REAL successes they have. G.Na is a hit or miss, 4minute needs to find themselves and establish a solid fanbase, and Apink won an award but they don’t do that well in physical or digital sales yet (they seem like such nice people tbh).I hope that instead of running with what works, they try to develop something that doesn’t into something that will so that acts like 4minute and Apink will be successes in their own right too rather than depending on recognition from the successful acts that have already debuted in the company.

    • Anon

      cube is also planning to debut another girl group this year i’ve heard

      • http://twitter.com/LightYoFireSeop miyachan11

        Cube is 

      • http://twitter.com/LightYoFireSeop miyachan11

        Cube will be debuting a boy group this year. But I have a guess it will be under their sublabel A Cube Entertainment just like A Pink and Huh Gak

  • Anonymous

    Ree, I love your graphs :D

  • http://twitter.com/#!/perfumeah perfumeah

    These “small” companies are getting my hopes up as well- Oversaturated as the idol industry is now, having more people and ideas added could benefit in the long run. Reading the article, I was surprised to see Cube listed here since they have a lot of influence. Maybe as time goes on, the “Big 3″ will finally become a larger number and good things will be expected from all over. 

  • Guest

    I really hate referring to them as the Big Three. It doesn’t make sense to me. While, by definition, SM Entertainment really IS a large company that produces incredibly popular groups (with an incredible amount of members in each group), don’t JYP and YG have like… three active idols + idol groups on their roster…?

    • Anonymous

      They are called the big three because of their longevity in kpop and their influence not so much the amount of groups they house, active or otherwise. Jyp and sm have been around since the 90s and I think yg has been around since the early 00s. When people think of kpop those are the companies that immediately come to mind.

      • Bstar5

        ITA people have to look beyond who’s currently promoting and look at the impact these companies have made. JYP had not only g.o.d but also Rain who starred in two Hollywood movies and is still receiving offers to do more. My only issue when it comes to the big companies is their influence over networks. You can look at variety shows and music shows and honestly see certain people from these companies getting groomed to take over the industry when their idol days are over. Even though I’m a fan of a lot of SM artists, I do notice it happening with them a lot. Star King, Strong Heart, Music Core, Golden Fishery, and also the radio shows. I’ve even watched WGM and wondered if SM were part owners because recently it’s been back to back SM artists. I want to see my fav idols from SM on the show in the future but I really want to see more idols from other companies getting a chance. I’d honestly be shocked at this point to turn on WGM and not see someone from SM on the show. There’s a whole truck load of popular idols out there and I find it a bit unnerving to find one company no matter who it is be such a domiate force in the industry. I love seeing my fav idols in dramas and on variety shows, but with all these idols taking positions on variety shows that once went to comedians and taking roles on dramas that would normally go to better qualified actors you can see how much of a stronghold these agencies have in the industry. Love or hate “Secret Garden” but IMO it was quite refreshing to see a drama
        become such a pop culture phenomenon without a single idol being in it.

        • Bstar5

          “dominate” seoulbeats needs an edit button

        • Anonymous

          Haven’t you heard, woojung and the brave couple are leaving really soon and are being replaced by two more suju couples. I really wish I was kidding but I am not. They should just change the name to SME gets married. Anyways I agree that I dislike the apparent monopoly that all three especially SME have over networks in terms of influencing their casting editions. As tired as I am of seeing only idols from the big three on variety shows I am more irritated to see this influence effect the casting of kdramas. I mean how the heck does so many SME artists get acting jobs when it is blantantly obvious that the weakest idol actors have so far come from SME. Let’s face it many of the actors from SME range from awful to mediocre with Kim Min Jong being the saving grace in terms of acting ability. I mean I adore Sooyoung, but how the heck is she the main lead in a freaking Lee Jung Jae movie. This man has a career that has spanned over a decade was the lead in “the housemaid”, and now he has to work with an SNSD idol whose a complete newbie. I mean how the heck is Yuri second lead to freaking Yoo Ah In and Shin Se Kyung, undoubtedly two of the best actors in their generation and also fresh off really popular projects.

  • xian

    I think Starship is doing good right now? from Sistar to Boyfriend… i love their subunit Sistar19 that’s when i began to dig for sistar!!!

    • Anonymous

      and k.will! ^^

  • Livvyurlife

    Not to mention that Hyunseung was also eliminated from 2PM, though a Beast without him would be insane. The whole thing is unfair – although I do believe that at some point in time, SM, YG and JYP, have earned their places as the Big Three, it’s currently become a situation of questionable quality. These companies can throw the crappiest song out there and it would be a success. Which essentially lead to the fandoms who dedicate their lives to supporting the before mentioned crap, resulting in groups getting awards that someone else probably deserved more. As well as the fact that artists who debut under these companies will generate a lot of anticipation that smaller labels wouldn’t. EXO already has a large fanbase when they haven’t even released a song yet… While others will have to endure a lot more work to build a stable fanbase. I personally really enjoy the material smaller companies release, even respect the marketing strategies being used. So
    it’s a pity that things are this way.

    • Katherine

      Wasn’t Hyunseung the one that got eliminated from Big Bang ?.

      • Anon

        your right Katherine, doojoon was the one eliminated from 2pm

  • PasserBy

    Before Big Bang, DSP was part of the Big 3… Is it time for another reshuffling? If it is, so far, JYP is in a difficult position. It’s like SM, YG, JYP (trailing quite far behind) right now.

    • Anonymous

      i agree with you. yes JYP have released good materials this year, but they didn’t quiet up to the game this year. 2PM is doing quiet well, but they didn’t sale that well. Wonder Girls and Miss A quiet triumphed the battle of girl groups’ comeback, but admit it, SNSD still won over them right now, and IU is practically everyone’s girl. and JOO… well JOO is JOO. and i kinda hate how they ditch 2AM when they actually sale pretty well, esp digital wise. i know sales isn’t everything, but i started questioning of how big JYP is right now… idk. they’re not even got the huge portion in variety shows like before. JYP were once hit with Rain, g.o.d, Wonder Girls, but their artists were pretty much “left out” this year. like @3edeaff5d9f4cb49592345296ae43366:disqus mentioned above, i even thought that DSP probably makes more money than JYP this year. idk how much JYP’s influence in Cube, but they will be likely the one to *outcast* JYP from the big 3.

  • http://twitter.com/spinkfish Jenny

    Even as a resident Beast aficionado, Cube leaves me perplexed at times. When you consider how brilliantly they’ve marketed and managed Beast (cultivating perhaps the biggest boy band name outside of the Big Three) and compare that with the hot mess that is 4minute (I want to like them but their entire image makes it hard for me) and G.NA (plenty of potential but nowhere to take it), the disparity is astounding. I sometimes wonder if I’m look at two different Cube Entertainments.

    Regardless, what they’ve done with with Beast can’t be ignored or denied. Even from the beginning, taking in the “rejects” was an eye-catching gamble. It wouldn’t have worked out had the Beast boys not worked as hard as they did to capture the audience’s attention. With that kind of preconceived notion about the group, everyone is, consciously or not, keeping their eyes peeled for signs of what exactly made the group rejects in the first place… hence the gamble, had Beast not proven themselves to be talented and deserving of a second chance (if not a little rough-hewn and in need of refinement). There was definitely an air of desperation about Beast, a thirst for stardom that was a double-edged sword, since it was what put them at a disadvantage as everyone expected rejects but also gave them the motivation to break free of that image. Although their debut didn’t explode, they established a sound fanbase which grew exponentially with each successive comeback.

    The solo concerts in 2011 were another good move, in my opinion. Some didn’t think Beast could pull it off, but it was such a success the impromptu encorce concert sold out minutes after tickets went on sale. The defiance of expectation is almost Beast’s “thing”, and was the last shackle they threw off before unleashing their first full-length album at the perfect time. The composition of the album deserves two thumbs up. It’s been lauded there and back here on SB so I don’t feel like I need to get into it, but suffice it to say all aspects of the comeback, from  the song composition, to the concept, to the individual member images was on point. It was a refreshingly true-to-Beast and yet infinitely more mature album.

    After months of follow-up concert appearances and TV appearances, Cube delivered the final nail in the coffin. The coffin of being a small agency gambling for success, that is! I’m talking about Trouble Maker, perhaps the most deliciously dicey duo to ever strike kpop. I hope not one of the fans who are remotely self-aware believes that there is any kpop concept that isn’t designed to be sexually appealing in some way, but Trouble Maker wisely refused to disguise it as schoolgirl aegyo or anything else (I do not watch male-female duos for their friendship and charitable goodwill). The delivered on a silver platter everything kpop concepts so coyly try to scoot around, and damn if it doesn’t please a coy little side of every kpop fan. Even if you won’t admit it, there is something darkly alluring (and maybe horrific if you haven’t come to terms with it) about the way Hyunseung and Hyuna interacted onstage. Something refreshingly sexual in a way kpop almost never is. From the big screen snackfest at the MAMAs to the series of sexy whistle teasers, Cube could not have built anticipation up any better. The official MV dropped and received over 3 million views in two days, something that does not happen except with big-name groups. Today it’s nearing 10 million. There’s a reason why the first suggestion when I type “Hyunseung” in on YouTube is “Hyunseung and Hyuna kiss” followed by “Hyunseung and Hyuna.” I should mention also I think Hyunseung was the perfect choice for the unit group. Not only is he a strong dancer and good vocal, but he is the least popular member of Beast, and he has now been put on the map in a major way. The triple crown on M!Countdown and Inkigayo Mutizen and Music on Top #1 only further attest to this. I seriously can’t wax on enough about how smart a move I think Trouble Maker was. Again, the overt sexuality was a gamble in some respects, but Cube is proving itself to be a master of the odds.

    Then we have the planned 3 digital singles releasing this year, one each month leading up to Beast’s comeback in April-May. It’s a great plan to keep Beast relevant even as they disappear from the news scene with Beautiful Show. Speaking of which, many are again skeptical that such a large-scale world tour can be a success, but I’m optimistic about what a world tour can do for Beast as a household name. Beast has established a global fanbase and now they are trying to capitalize on it and generate even more buzz as they do so. Enough of a fanbase that Cube can recoup the $200 million they’re investing in the tour? It’s hard to say, but I’m a believer that even if they do not make all the money back, the exposure for Beast will be priceless. Only time will tell, but I’m hoping this gamble will also be worth it. If it is, the next comeback will be beyond explosive.

    I really think Cube has been hitting the nail on the head over and over in terms of clever management with Beast, to the point where I’m a little freaked out. It almost seems too good to be true and I’m afraid some nastiness has to befall my beloved Beast just to reestablish equilibrium in the kpop universe. It’s no secret Beast is what’s powering Cube’s rise to the top, but it’s a mutually beneficial relationship. As Cube’s pet group, Beast gets all the best PR moves and songs and concepts. In turn, Beast feeds Cube success after success. Look at Beast now. They have a number of serious music awards under their belt. From the Melon Awards Artist of the Year, Best Dance Performance at the MAMAs, KBS Song of the Year, and so on. Beyond the awards, they really do seem to have all they need to rise to the top. The concepts, the talent, the music, the personality, and most importantly, the drive. And much as I have praise the group and much as I want to credit them for all of their own success, I must tip my hat at Cube for making it all possible.

    • Anonymous

      what a long comment, but i enjoy your view on cube since i also like cube for the reason you’ve stated above. however, i beg to differ about 4minute. from what i see, their “hot mess” all started from last year. they’re more well-received than b2st in their debut. i dare to say that earlier on their debut, they pretty much triumph other new girl groups (yes, we shall exclude 2ne1 from other same year debut), and they do a pretty good follow up the following year. i really love 4minute — they’re still my favorite girl group, but last year made me questioned myself… i’m scared that someday cube will completely ditch 4minute and go on with hyuna. yes i know hyuna is amazing for some reason, but 4minute girls are too precious to be left out from the game. 

      btw, i also like their sister company, a cube. i was rather flabbergasted when a pink first debuted with “it girl”, but they’re doing a quiet nice follow up. also, mario and heogak are quiet exquisite artists. i want some heogak’s single with a tidbit mario’s rap, please! ^^

  • jen

    DSP probably makes more money than all these company… and probably JYP too. The company has always had a big player in each generation of kpop, and even rivals SM at one point. not sure why you left them out.

    • http://twitter.com/spinkfish Jenny

      Even though they don’t have many groups under their label, DSP isn’t really what you’d consider a “small” agency, for exactly the reason you stated. They ARE much, much bigger than many of the companies listed. If you believe they make more money than JYP (I think that’s a stretch) than that’s even more reason they don’t belong here.

      They were a big presence in the 90s, having fathered Fin.K.L and Sechs Kies, and also were the label for the very popular SS501 and of course, Kara. All of this makes me think of DSP on a different tier than smaller agencies, and I assume that’s why they weren’t included in the article.

  • Bervalvic

    All I can really say is consistency. They keep up the good work then they will be up there.
    Cube’s only bread winners if kept in the right track will be Hyuna, Beast, Troublemaker, and A Pink (who may one day probably surpass 4minute, maybe?). I actually like 4minute but the rest of the members tend to lack something. I’m not Hyuna’s biggest fan but if every member in that group were like her then they would have something. I don’t mean being sexy but if they had a certain charisma about them I would like them even more.

    As for AS, I like them but there has always been something wrong about this group. Agreed there comebacks are the best and they try so hard. I feel sorry that they are not doing that well. Anyway, Dear Pledis, I heard you’re adding new members, stop it dammit. Don’t add more useless members, hopefully it is just a rumor.

    I’d actually like to see another company compete with the three especially knock one of them out of the ball park.

  • Bervalvic

    All I can really say is consistency. They keep up the good work then they will be up there.
    Cube’s only bread winners if kept in the right track will be Hyuna, Beast, Troublemaker, and A Pink (who may one day probably surpass 4minute, maybe?). I actually like 4minute but the rest of the members tend to lack something. I’m not Hyuna’s biggest fan but if every member in that group were like her then they would have something. I don’t mean being sexy but if they had a certain charisma about them I would like them even more.

    As for AS, I like them but there has always been something wrong about this group. Agreed there comebacks are the best and they try so hard. I feel sorry that they are not doing that well. Anyway, Dear Pledis, I heard you’re adding new members, stop it dammit. Don’t add more useless members, hopefully it is just a rumor.

    I’d actually like to see another company compete with the three especially knock one of them out of the ball park.

  • djr_luph

    overall i think cube ent stands on a safe area. but they know how to gain public interest. it’s the 4th biggest entertainment i think