How did Rosé’s ‘Apartment’ become a leading cause of the syndrome? ZUM News

Rosé becomes a global mega hit with her first solo full-length song ‘Apartment’
Collaboration with Bruno Mars, effective addictive melody with Korean elements and pop style development

The global popularity of the single ‘APT.’, which was pre-released by group Blackpink Rosé ahead of the release of her first solo full-length album, is increasing day by day. Rosé SNS

Group Blackpink Rosé did the job right. The global popularity of the single ‘APT.’, which was pre-released ahead of the release of his first solo full-length album, is growing day by day. Even though more than 15 days have passed since its release, the song’s popularity is on a sharp upward curve.

‘Apartment’ is a pre-release single released by Rosé ahead of her official comeback on the 6th of next month. Rosé, who previously left YG Entertainment (hereinafter referred to as YG), signed a management contract with The Black Label led by Teddy and a label contract with Atlantic Records, a world-renowned record label. This album is her first album since leaving YG. Because it is a solo product, it attracted the attention of domestic and foreign music fans even before its release.

Rosé’s shoulders were quite heavy as she had to release a new song while Blackpink members Lisa and Jennie, who left YG at the same time and found new homes for their individual activities, had already released solo songs. Although he has previously achieved significant results in the global music market with his solo single album ‘R’ and the title song ‘On the Ground’, this is his first solo full-length album after leaving YG, and it is a result that provides a glimpse into his future steps as a solo artist. This is because many people’s attention was focused.

Among them, Rosé warmed up the atmosphere by releasing a pre-released song ahead of her first solo full-length album. And the results were truly surprising. Immediately after its release, the pre-released single ‘Apartment’ emerged as a ‘mega hit’ song not only in Korea but also in the global music market, including the United States.

The strategy of ‘Apartment’ was clear. The meeting of Blackpink member Rosé, who has already solidified her position as a representative K-pop girl group, and international pop star Bruno Mars, and the pop-style melody created by interpolating the internationally popular song ‘Hey Mickey’ released in 1981, in a Korean drinking game. With this in mind, we created a ‘win strategy’ with an addictive chorus that adds freshness. It was natural that ‘Apartment’, with its familiarity, freshness, and topicality through the meeting of pop stars, was on the path to becoming a mega hit.

‘Apartment’ has been setting various new records since its release. Starting with becoming the first Korean female solo artist to reach #1 on Spotify in the US and #1 on the Global Spotify Top Song Chart, she entered #4 on the UK’s Official Singles Chart ‘Top 100’, breaking the highest record for a K-pop female artist. On the 29th of last month, it showed off its spirit by entering 8th place on Billboard’s main single chart, ‘Hot 100’. This is the highest record for a K-pop female artist and the first to debut on the chart with a single digit number. The number of views on YouTube easily exceeded 200 million views just 11 days after its release, continuing its unrivaled popularity.

‘Apartment’ has been setting various new records since its release. Provided by The Black Label

Its popularity in Korea is also overwhelming. ‘Apartment’ took the top spot on the domestic music charts immediately after its release and has remained firmly at the top of the ‘Top 100’ chart to this day. It is truly impressive that he defeated prominent competitors such as G-Dragon, Jennie, Aespa, and Day6 to reach the top of the charts with a solo song. Rosé’s current achievements in the domestic and international music markets are overwhelming even when compared to Blackpink members Lisa and Jennie who previously released solo songs. Why was ‘Apartment’ able to create such a big sensation? Regarding this, pop culture critic Jeong Deok-hyun said,‘Apartment’ has a very Korean element of ‘drinking game’ in terms of material, but in reality, the song and melody itself are much closer to pop music.am. “Because it is a song produced by personnel from an American label, I think it has a lot of pop flavor,” he said. “In Korea, if you are generally thinking about ‘how can we target the American market?’ From the beginning, the United States is considering how it can succeed when incorporating elements of K-pop into the global market.Do it. As a result, a song with Korean elements but a pop feel was born, and a universal destructive power was created within it.”

The huge popularity of ‘Apartment’ has become a meaningful precedent not only for Rosé’s personal actions, but also for the K-pop market, which is steadily aiming for ‘globalization’. This is because K-pop, or K-pop artists, beyond the limited meaning of K-pop, have presented a new direction that can produce more expanded results targeting the global market.

Critic Jeong also said, “I think it is meaningful in that Rosé narrowed the gap between pop stars and K-pop stars through ‘Apartment.’” He added, “In reality, the mega hit of ‘Apartment’ helped the K-pop market expand into the American pop market.” I felt like I was in the process of incorporating the domestic production system. An example showing that a local American production company can recruit K-pop or successful K-pop singers and collaborate globally.“I think so,” he said.

Regardless of the larger meaning, the success of ‘Apartment’ is a very significant turning point in Rosé’s personal career. As Rosé is set to release her first solo full-length album ‘Rosie’ on the 6th of next month, the global market’s expectations stemming from ‘Apartment’ are expected to have a positive effect on the album’s smooth sailing. Unlike Lisa and Jennie, who previously released new solo songs that revealed their will to expand overseas markets, focusing on the U.S. rather than domestically, Rosé followed the trends of the U.S. market while appropriately adding sentiment aimed at the domestic music market. It is also encouraging that the presence of ‘Solo Rosé’ has once again been firmly imprinted on domestic music fans.

Reporter Hong Hye-min hhm@hankookilbo.com

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