In an era where music streaming dominates the market, physical albums seem to be a thing of the past. However, for K-pop fans, buying albums is more than just a way to listen to their favorite songs. It is a way to show their support and loyalty to their idols, as well as to collect various items that come with the albums, such as photo cards, posters, stickers, and more.
Exploiting K-pop Fans?
According to the Korea Music Content Association, K-pop album sales reached a record high of 62.6 million copies in 2023, up 15 percent from the previous year. The top three best-selling albums of the year were BTS’s “Butterfly Effect” with 7.8 million copies, NCT’s “Universe” with 5.2 million copies, and EXO’s “Don’t Fight the Feeling” with 4.1 million copies.
K-pop fans say that buying albums is a way to express their love and appreciation for their idols, as well as to participate in various fan activities, such as voting for music shows, joining fan clubs, and attending fan meetings. Some fans also enjoy trading and selling the items that come with the albums, especially the photo cards that feature individual members of the groups.
“I buy albums because I want to support my favorite artists and help them achieve their goals,” said Kim Min-ji, a 23-year-old fan of BTS. “I also like to collect the photo cards and display them in my room. They make me happy and remind me of the good memories I have with BTS.”
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However, not everyone is happy with the trend of physical albums. Some critics argue that the K-pop industry is exploiting the fans’ loyalty and creating unnecessary waste by producing excessive amounts of albums and packaging. They also point out that the quality of the music is often compromised by the focus on the visual aspects of the albums.
“The K-pop industry is using physical albums as a marketing tool to boost their sales and rankings, rather than as a medium to deliver their music and messages,” said Jung Dae-hyun, a music critic and professor at Seoul National University. “They are also ignoring the environmental impact of their mass production and consumption of albums, which contributes to the global problem of plastic pollution and carbon emissions.”
Some K-pop agencies have taken steps to address these issues by using eco-friendly materials and reducing the size and weight of their albums. For example, SM Entertainment, the agency of NCT and EXO, announced that it will use recycled paper and biodegradable plastic for its albums starting from 2024. It also said that it will donate part of the profits from its album sales to environmental organizations.
Critic Jung agreed that CDs made with sustainable materials are a good start, but added that the K-pop industry as a whole needs to tackle the fundamental problem and reevaluate its current sales tactics.
“They need to find a balance between satisfying the fans’ demand and respecting the artists’ creativity and integrity,” he said. “They also need to educate the fans about the importance of responsible consumption and encourage them to stream or download the music online, rather than buying multiple copies of the same album.”
