In my final weblog publish on the built-in advertising and marketing of Ok-pop, I took a primary have a look at the darkish aspect of Ok-pop by means of the “saesang” phenomenon. On this half, I’m going to take a more in-depth look not solely on the obsessive and dysfunctional fan tradition, but additionally on the inflexible and generally even brutal coaching and manufacturing system of Ok-Pop firms, which may contribute to the traumatisation of artists and will even result in suicide.
The Economics of Ok-pop-Half 11: The Darkish Facet of Ok-pop
The companies encourage the obsessive fan behaviour known as “saesang”. They produce residence tales and supply intensive backstage protection to create a very shut bond with followers. An idol’s picture is fastidiously deliberate and maintained. In doing so, Ok-pop companies train large management over their stars, overlaying each facet of their lives, together with their personal lives. There are strict dietary rules, accompanied by weekly weight checks. In some circumstances, artists have even been ordered to drop a few pounds.[1]
The artists’ total vary of communication, together with their private communications, can also be monitored. The social media presence of Ok-pop stars is strictly regulated and monitored to forestall harm to their picture. To this finish, trainees and Ok-pop stars alike usually have their smartphones taken away.[2] Relationships and socialising exterior the Ok-pop bubble are additionally unwelcome and are discouraged. The ‘no-dating guidelines’ made headlines; these have been imposed by nearly all Ok-pop companies on their trainees in addition to on artists who’ve made their breakthrough and are additionally laid down of their contracts. It emerged that, from 2015 onwards, JYP Leisure had imposed a three-year relationship ban within the contracts of all 9 members of the lady group Twice.[3]
The Case of Kiera Grace Madder alias KG
The abuses inside the Ok-pop trade often solely come to gentle when these affected start to combat again and take authorized motion. This was the case with Kiera Grace Madder, who, on the age of 15, was solid by JYP USA underneath the stage identify KG for the lady group VCHA. On the finish of 2024, the then-minor terminated her contract with JYP and made severe allegations towards the Ok-pop firm. The lawsuit was a damning one. In 16 counts, JYP was accused, amongst different issues, of exploiting little one labour, little one neglect and abuse, in addition to breach of contract and fraud.[4] Kiera Madder‘s courtroom affidavit painted a grim image of the Ok-pop trade:[5] the working situations have been inhumane. {The teenager} needed to practice arduous for greater than 60 hours per week, usually late into the evening. On the directions of a coach, she was made to repeat dance strikes lots of of instances and not using a break and was not allowed to drink. When she sustained an harm severe sufficient to require hospital remedy, she was nonetheless made to proceed coaching, regardless that she had been instructed to relaxation.[6] She and the opposite group members have been additionally pressured to observe a salad-only weight loss program to make sure they didn’t lose their “excellent weight”. They have been solely allowed to eat on the corporate’s premises underneath fixed supervision, and their physique weight was meticulously measured each month. Dancing exterior of classes was forbidden, and so they have been solely allowed to hearken to the label’s personal music. Though she lived within the US, she was required to at all times communicate Korean with the workers.[7]
She lived with the opposite group members within the so-called VCHA Home, a company-owned property in West Hollywood. The day was strictly scheduled across the clock, and from 9.00 pm there was a curfew, which was monitored by CCTV cameras. Nevertheless, cameras have been additionally put in within the kitchen, the residing space and even the bedrooms, recording all the things with out the residents’ data. Kiera Madden stated she felt as if she have been in jail. She needed to submit a request to be allowed to go to her mom, which was not at all times authorized.[8]
The tough coaching, the fixed stress to carry out and, above all, the poisonous residing situations underneath fixed controlling supervision have been traumatic for Kiera Madden, and because of this she developed psychological well being points. She was now not in a position to attend college and, like the opposite group members, suffered from consuming problems, which have been, nonetheless, dismissed by the workers as “regular”. She additionally witnessed acts of self-harm amongst her housemates and even a suicide try.[9]
On high of the psychological pressure got here a very insidious type of monetary blackmail. JYP knowledgeable Kiera Madden that she owed the corporate US $378,680 as of January 2024. By April 2024, the debt had allegedly risen to US $504,543. Nevertheless, it was utterly unclear how these figures had been calculated. When she lastly selected 19 Might 2024 to depart VCHA and JYP, the 16-year-old was dropped off at 3 am in the course of the evening at a lodge in West Hollywood, left with out safety or help. From JYP’s perspective, this had brought about the corporate large harm, for which it now threatened to take authorized motion.[10]
Nevertheless, the case didn’t go to courtroom as a result of the plaintiff reached an out-of-court settlement with JYP USA Inc. and VCHA. A second member additionally left the lady group, whose 4 remaining members continued their work with JYP underneath the brand new band identify GIRLSET.[11]
Longterm Contracts and Poor Remuneration
The case of KG, alias Kiera Madden, is much from an exception. Ever since SM Leisure established its trainee system, there have been repeated allegations of poor working situations and a pervasive tradition of bullying and sexual harassment.[12] There have additionally been repeated complaints about excessively lengthy contract phrases, poor remuneration and the duty to repay coaching prices. For example, three members of the boy band TVXQ sued their company, SM Leisure, looking for the early termination of their contracts. Of their lawsuit, they criticised the disproportionately lengthy contract time period of 13 years and an unfair profit-sharing association.[13] Though the boy band was probably the most profitable Ok-pop acts of the 2000s, every of the 5 band members obtained a income share equal to US $152,000 per 12 months.[14] For a median earner, that may look like some huge cash, however it’s modest for Ok-pop superstars. Regardless of a preliminary injunction issued by the Seoul Central District Court docket in favour of the three plaintiffs, the 2 remaining group members sided with SM Leisure in an open letter. A mudslinging battle of mutual accusations ensued.[15] Following a three-year authorized dispute, the events agreed to a mutual termination of their contractual relationship, which led to the break-up of the boy band in its authentic line-up.[16]
Anybody who thought that SM Leisure would have deserted excessively lengthy contract phrases following this authorized dispute was mistaken. When the boy band EXO was shaped in 2012, the group members have been as soon as once more given contracts with 13-year phrases. Nevertheless, this solely got here to gentle after three members of EXO introduced, by way of their attorneys, their intention to terminate their contracts early on 1 June 2023. The printed letter not solely criticised the lengthy period of the unique contracts, but additionally the truth that, upon contract renewal, the artists have been pressured into signing unique contracts with phrases of at the least 17 to 18 years or longer. The attorneys’ letter refers back to the TVXQ case, through which the courtroom and the Honest Commerce Fee dominated that contracts could also be for a most of seven years.[17] SM Leisure took a unique view and issued an in depth assertion of its personal, through which it deemed the lengthy contract time period to be in accordance with the legislation and suspected that the entire manoeuvre by the three EXO members was a part of a conspiracy by a rival Ok-pop company looking for to steal the artists away.[18] This case was not settled in courtroom both, as SM and the three EXO members ultimately agreed to increase their contracts.[19]
The circumstances described listed here are simply the tip of the iceberg and spotlight a structural drawback inside the Ok-pop manufacturing system. Ok-pop firms search to train full management over the worth chain, and this contains the inventive labour. Consequently, extraordinarily lengthy contracts are concluded and dealing situations are created through which the artists are topic to finish management. Defenders of this method usually argue that it’s culturally decided and corresponds to the Confucian work ethic. John Lie explicitly counters this and states: “[T]he ethos behind the celebrities’ impeccable public habits is much less Confucian than authorarian. Ok-pop stardom is hardly a charmed life. Its fragility might be gauged by the plethora of suicides amongst profitable performers.”[20]
Cyberbullying and Suicides
Certainly, the listing of Ok-pop stars who’ve taken their very own lives as a result of they have been damaged by this inflexible manufacturing system and the related cyberbullying is an extended one. For example, Jonghyun, a member of the boy band SHINee, died on the night of 18 December 2017 – his 28th birthday – in a Seoul hospital following a suicide try, having struggled with melancholy for years.[21] Additionally affected by melancholy, which was partly attributed to cyberbullying, the 24-year-old singer Sulli of the lady group f(x) hanged herself throughout the evening of 13–14 October 2019 at her residence in southern Seoul.[22] It has emerged that she had repeatedly requested her company, SM Leisure, to take motion towards the cyberbullying; nonetheless, in line with an unnamed consultant of the South Korean leisure trade, these measures weren’t stringent sufficient.[23] Shocked by the loss of life of her shut pal Sulli, 28-year-old singer Goo Hara of the lady group Kara additionally took her personal life on 24 November 2019. One contributing issue was undoubtedly her break-up together with her abusive associate, who had tried to blackmail her, however the hateful feedback on social media accusing her of immoral behaviour definitely performed an element as properly.[24]
Conclusion
The success of Ok-pop comes at a excessive worth. Though the Ok-pop manufacturing system encompasses A&R, songwriting, music manufacturing, advertising and marketing and distribution, and is carefully linked to the stay music trade, artists usually endure harsh working and residing situations that bear little resemblance to the glamorous lives of superstars. The contracts, that are usually signed when the artists are youngsters, are prolonged and troublesome to terminate. The trainee course of is extraordinarily aggressive and selective and it lasts for a few years. Even after they’ve made their breakthrough, artists are topic to fixed surveillance, which extends to their personal lives. Additionally they discover themselves on a treadmill of album releases and live performance performances. Penalties can embrace escapism, as evidenced by the Burning Solar scandal involving YG Leisure, or psychological well being points that may result in suicide. On this context, the Ok-pop enterprise just isn’t an instance of greatest follow for an rising music market. Nevertheless, there’s nonetheless a lot to be learnt from this case examine, offered one manages to keep away from the unfavourable elements of Ok-pop.
Endnotes
[1] Jeong, Lucy. 2020. Ok-pop trainee guidelines: no relationship, no telephones, weekly weight checks – Blackpink, Twice and BTS members reveal what Korea’s leisure companies actually demand of their idols. South China Morning Put up, 18 November. https://www.scmp.com/magazines/type/celeb/article/3110355/k-pop-trainee-rules-no-dating-no-phones-weekly-weight. Accessed 12 Jun 2026
[2] Ibid.
[3] Ko, Dong-hwan. 2018. Breaking: TWICE relationship ban lifted. The Korea Instances, 21 October. https://www.koreatimes.co.kr/leisure/k-pop/20181021/breaking-twice-dating-ban-lifted. Accessed 12 Jun 2026
[4] Ok.M., a minor, by and thru her guardian, a litem, Tracy Madder v. JYP USA Inc. Verified Criticism and Damages and Equitable Aid. Superior Court docket of the State of California for the County of Los Angeles. Case No. 24ST CV32165. 6 December 2024. https://trellis.legislation/doc/232416305/complaint-filed-by-k-m-plaintiff-as-to-jyp-usa-inc-defendant. Accessed 12 Jun 2026
[5] JYP USA Inc. v. Kiera Grace Madder, a minor. Declaration of respondent Kiera Grace Madder in help of her request for an order to put aside. Case No. 23ST FL05599. https://de.scribd.com/doc/860840799/KG-Declaration. Accessed 12 Jun 2026
[6] Ibid.
[7] Ibid.
[8] Ibid.
[9] Ibid.
[10] Ibid.
[11] Kim, Jae-heun. 2025. JYP Leisure ends contract with KG, rebrands VCHA as Girlset. The Korea Herald, 8. August. https://www.koreaherald.com/article/10550039. Zugriff 16. Mär. 2026
[12] Atkin. Ok-Pop. pp 94-96.
[13] Lee, Hyo-won. 2009. TVXQ Feuds With SM Leisure. The Korea Instances, 2 August. https://www.koreatimes.co.kr/leisure/k-pop/20090802/tvxq-feuds-with-sm-entertainment. Accessed 12 Jun 2026
[14] Turner, Jasmine. 2023. Right here’s How Badly TVXQ Was Paid Throughout Their Peak With SM Leisure. Koreaboo, 1. Juni. https://www.koreaboo.com/tales/tvxq-legal-dispute-sm-entertainment-recap-payment-unfair/. Accessed 12 Jun 2026
[15] Kim, Hyung-woo. 2009. TVXQ’s Yunho and Changmin’s representatives: “Claims of an unfair contract are preposterous; we discover these false allegations regrettable”. Newsen, 2 November. https://www.newsen.com/news_view.php?uid=200911021558411002. Übersetzt mit DeepL. Accessed 12 Jun 2026
[16] Turner, Jasmine. Right here’s How Badly TVXQ Was Paid
[17] Soompi. 2023. Breaking: EXO’s Baekhyun, Xiumin, And Chen Notify SM Leisure Of Contract Termination. Assertion of the EXO attorneys, 1 June. https://www.soompi.com/article/1591081wpp/breaking-exos-baekhyun-xiumin-and-chen-notify-sm-entertainment-of-contract-termination. Accessed 12 Jun 2026
[18] SM Leisure’s full assertion might be discovered at Turner, Jasmine. Right here’s How Badly TVXQ Was Paid
[19] Shim, Solar-ah. 2023. 3 EXO members to stick with SM Leisure, resolving contract dispute. Yonhap Information, 19 June. https://en.yna.co.kr/view/AEN20230619004200315. Accessed 12 Jun 2026
[20] Lie. Ok-Pop. p 126
[21] The Korea Herald. 2017. SHINee’s Jonghyun dies in hospital. 18 December. https://net.archive.org/net/20171218122146/http://www.koreaherald.com/view.php?ud=20171218001047. Accessed 12 Jun 2026
[22] Im, Eun-byel. 2019. Singer and actor Sulli discovered useless. The Korea Herald, 14 October. https://www.koreaherald.com/article/2125408. Accessed 12 Jun 2026
[23] Busan Ilbo. 2019. “Sulli had repeatedly requested SM to deal with malicious feedback”. 15 October. https://www.busan.com/view/busan/view.php?code=2019101516142959202. Accessed 12 Jun 2026
[24] Wealthy, Motoko und John Yoon. 2024. A Ok-Pop Star’s Lonely Downward Spiral. The New York Instances, 28 February. https://net.archive.org/net/20240614033858/https://www.nytimes.com/2024/02/28/world/asia/k-pop-suicide-goo-hara.html. Accessed 12 Jun 2026
