SM Entertainment has used YouTube to help spread their artists in various countries.
Due to the accessibility and popularity of YouTube around the world, consumers can easily type in search queries to look for new music videos and performance clips. An example of the success is through their one of their most popular groups, Girls’ Generation. The group made their first trip to Japan and surprisingly sold out an entire arena for their showcase concert. Prior to the concert, SM Entertainment had released a music video on YouTube and temporarily allowed fans to share the video, creating a lot of attention for the group.
Their strategy proved successful and other Korean entertainment companies such as YG, JYP, Cube, and DSP have also set up their own YouTube channels and blocked illegally uploaded videos. As a result, these companies have received many subscribers from numerous countries. YouTube helps the companies market outside of Korea without having them to open offices or partner with foreign labels, providing a cheaper and more accessible option as many people are now connected through the internet. More and more K-pop artists are gaining fans across the globe through YouTube, with many fans uploading their covers of popular songs and dances.
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