(Rivals in Kpop Industry) EXO vs. Winner vs. GOT7
SM, YG and JYP Entertainment are usually called the 'Big 3' Kpop agencies. To maintain their leadership in Kpop industry, the three agencies consistently produce rookie groups. SM's EXO made a debut in 2012, while YG and JYP unveiled their new groups(Winner and GOT7) in 2014.
Of course, EXO, as a senior group, is keeping ahead of the competitors, enjoying the height level of popularity. However, the other two groups also have enough talent to threaten EXO's position. Let's take a look at the three groups' characteristics.
◆About their Music
◆About their Marketing Strategies
Winner used some special marketing strategies. Through the TV program 'WIN'(Who Is Next), YG showed all the process of winner's debut. After that, the members appeared on another TV program 'Winner TV', showing off personal magnetism. Through these special marketing strategies, Winner could have degree of recognition even before their debut.
12 members (Baekhyun, Luhan, D.O., Tao, Chen, Sehun, Suho, Kris, Xiumin, Kai, Lay, Chanyeol)
(Kang Seung Yoon, Lee Seung Hoon, Kim Jin Woo, Song Min Ho, Nam Tae Hyun)
(Jr., BamBam, Youngjae, Jackson, Yugyeom, Mark, JB)
Martial Arts Tricking
Yoo Young Jin
Park Jin Young
4 members: Kris(Chinese-Canadian), Luhan(China), Lay(China), Tao(China)
3 members: Mark(U.S.), BamBam(Thailand), Jackson(Hong Kong)
EXO is the heir to SMP(SM Music Performance). EXO's debut song 'MAMA' is reminiscent of senior SM male groups' songs such as H.O.T's 'Wolf & Ship' and TVXQ's 'Why'. Well, all these songs are composed by SM's representative producer Yoo Young Jin, and EXO took over the typical features of SMP.
They show flawless dance performance along with Yoo Young Jin's dance track which has a dark atmosphere. Ear-splitting high note with electronic sound is another characteristic of SM's dance music.
However, Winner and GOT7 are hip hop groups. In comparison to EXO, the two groups look more free-spirited. Just like its senior group Big Bang, the Winner members have strong personalities and are very different. Unlike SM, YG regards individuality and creativity as important qualities of Kpop stars rather than unity and identity.
Member Lee Seung Hoon has an uniqie talent in designing totally new dance performance, while it is expected that YG's representative producer Teddy and Big Bang's G-Dragon will help the Winner members a lot in improving their musical talents.
GOT7 is the first hip hop group produced by JYP Entertainment. The executive producer Park Jin Young put everything into the group. He wrote both the words and the music of GOT7's debut song 'Girls Girls Girls'.
Through the song, you can feel the JYP-style hip hop rhythm. The "Omona" part of Wonder Girls' hit 'Tell Me' was inserted into the song, is repeated over and over, adding to the amusement. With its candid and plain lyrics, the song reminds people of Park Jin Young's other pop genre songs.
GOT7's most distinguished feature is that they show martial arts tricking performance. The high level movement derived from martial arts is a source of wonder to all who see it.
EXO has 4 foreign members(Kris, Lay, Luhan and Tao), while GOT7 has 3foreign members(Mark, BamBam and Jackson). Well, that is a smart marketing strategy because the groups have overseas expansion in mind.
By winning a big success in China, EXO-M, the sub unit group of EXO consists of Kris, Luhan, Xiumin, Chen, Tao and Lay, has certainly proved that the foreign members can have a great effect on the group's success in overseas markets.
Plus, EXO and GOT7 are exactly targeting teenage girls. With their charm and good looks, they capture teenage girls' hearts. EXO wore school uniforms for their debut teaser photos, and teenage fans could feel close to them. Teenage girls are the best customers for Kpop stars and their agencies.