The K-pop girl group, Blackpink, is rising to the international music stage, breaking world records with their dedicated following. With only about 20 songs out since their debut in 2016, we have to ask ourselves: how has this group grown so wildly popular?
Blackpink has become notable for being the first K-pop girl group to mix badass personalities with cute characteristics. It is all in their name: Black is bold, pink is feminine. This has lent them a level of memorability that serves as a strong piece of their brand. Another piece of good branding is inspiring your audience. Many K-pop groups have specific names for their followers; for Blackpink, the fans are referred to as Blinks. Blinks are totally dedicated to Blackpink, and it shows through every online forum, piece of fan art, and more.
Strong brands are making video central to their marketing strategy, and it is safe to say that Blackpink has this portion of their brand covered. They have continually produced music videos that break YouTube records. Their song, Ddu-Du Ddu-Du, recently hit 1.4 billion views (and counting). The girl group is also consistent; Blackpink has produced fewer songs than other K-pop acts, but they consistently top the charts. This attention to detail and effort to produce only the best content, every time, is essential to the girl group’s success.
As with every good brand, Blackpink is building a legacy. They have repeatedly broken view records on YouTube as a group and individually for solo songs from group members. After Blackpink is gone, they will be remembered for their achievements and their brand. They are a brand to be reckoned with, and personal brands should take notes - and perhaps join the Blinks in the Blackpink revolution.