本字幕由TME AI技术生成
iwanttobeginthisvideobysayingthatidontbelievewesteronizationistheproblemorevenaproblemintheworldofkpoanotnecessarilyinasimilarway
thekpopgroupsoftencompletelyeventintheiroriginalconcepceptsounddedinordertopromoteinjapansotwodocappgroupsabandintheiridentitywhenpromotinginthewestthefloorunderneath
thesegroupsconceptionidentitiesiscomplepletelydroppedasattempmptoemulateatewaspopularintheindustritheyrepromotingintheresnothingreallywrongwiththisinmyopinionasitsbeengoingonforaslongaskpophasexisted
thisisthenature
popmusicitsabusinesstacticandcappisabusinessrightfromthis
isuggesttheinheringproblemwithmostcaphopgroupsisjusthowmuchthewesternizationprocessbleedsintothecoreidentityofagroup
somethingassimpleasincludinganenglishsingle
asapartofakoreanalbum
canseriouslydamagethereportscapuphanshaveverthegroupsidentityandsubtlebutverydecisivewaysandenglishsinglelikemoonnisunrisecompromisestheidentityofchoiceswehavenothemordoesitasiwanttoarguethattheproblemwithwesternizationisnotwhennightsunrise
butratherthefactthatitwasapartofandultimatelyeclipsedthereadytobeobama
thekoreanreleasedthesongwasattachedtointhisvideo
iwanttoaskthequestioniswesterniizzaaandcaphop
whydosomegroupsliketwiceinBTSsufferwiththisprocess
somuchwhileotherslike
likeppaneugenansnotasmuchimgoingtofocusontwiceforthemajorityofthisvideo
asibelievethettrajectoryofthecareeristheeasiesttoobserveandunderstandwhiletouchingonothergroupsmentionedbycomparisonwhatsgoingonwithwesterniizationandcapupthatswhatiwantotalkyounotasmuchthe啦啦啦
justfrommyobservation
itseemsprettyclearthatgeoappentertainmentneverintendedfortwicetobeaglobalgogroupatleastnotinthewaythattheyaretodayandnoneofthemembersarefluenceinenglishandcomparedtoothergroups
thatgeopenentertainmentsenglishenggushlessonswereseeminglyneverenforcedasapartoftheirtrainingandpostaapyworkforthefirstthreeyearsoftheircareer
themusicalfocusoftwicewascenteredaroundthiscuteagiocourse
thatitthatreallyadsignatedwithaudiencesacrossasia
butnotsomuchinthewest
twentyninetysawtwiceeagertochangethestyleoftheirsound
themembersadvocatingformoreofasheimage
yetstillretainingthetraditionaltwicesoundwiththetwostandardreleasesthatyearfancyandfeelspecial
nonoabablyduringtwentynineteen
nineteen
wellwellitisintroducedAAUVPentertainmentsnewgoalgroup
itsmallerfivemembergroupwithmembersconsiderablymoreproficionentinenglish
oneofthemembersisfluenencewellitsveryobviousthatenglishlanguagewasastrongpriorityduringtrainingfortheotherfourmembers
whoarenotfluentallfivemembersofitheareabletoconductthemselvesanyenglishinterviewswithoutthetheofoftrtranslorortwiceiceparty
abletodoitseemspretlikelythatithewasfornwiththeintentionofcapturinglyglobalaudiences
thechoicewasstrugglingtowiththeirinitialconcept
itjusthappenedthatbothitstheendtwiceexpandedintothesameglobalterritoryatthesametimethroughourtwentynineteenftthissubtleconceptshiftwithfancingandfeelspecialendedupbeingexactlywhattwiceneededtobecomeinmajorplayeronaglobalscalebytheendoftwentynineteentytwiceswewesteranizationeffortwasnowpoisedforjustasmuchsuccessasitiswhichibelieveiswhatofficiallystartedchoicescampaigninthewest
thefollowingyearseemstoaddthisidea
thenextreleaseafterfeelspecialmoreormorewasademosongfromaralarssonwhoisaprominentwesternartistandproducer
thisisthefirsttime
thishashappenedtwiceasprevioustitletrackswerealmostalwaysmadeforthemasagroup
therehastobeareason
GIPentertainmentisshoppingafterenglishsongdemos
thistimerighttheotherreleasethatyearicanstop
meisconsistentlycomparedtodoleapasonphysicalreleasedearlierthatsameyear
moreandmoreandicanstop
mealsobegantheconventionoftwicereleasingenglishversionsoftheirtitletracks
againwecanbegintoconnectthedots
heretwiceismaseveralefeftststoadoptthesoundofwesternpromisictrends
andisreleasingenglishversionsofsongsforthefirsttimeintheircareer
thenextreleasealcoholfree
thefollowingyearadoptedawesternbossonofasound
alcoholfreeisaninsanedeparturefromtwicesoundanimage
buthonestlyworkedquitewellwell
itwaswellreceivedforthemostinterinternationallyandchartedverywellinkorea
butinterestinglyafterthereleaseofalcoholfree
westrstinglygetthetwosinglesfromtwiceathirdfulalbum
thefieldsandscientist
bothsongsrevertbacktotwiceanaturesoundandtalkedtotalk
thenextreleaseafter
thatdidaswellmytheoryregardingthesetworeleasesisthattwicewasgearinguptodispendifanyofthemembersdecidednottorenewthecontractsintolieoftwenty
twentytwo
istillfullysuspectbetweenoneandtwoistitledsoremarkablyandthereasonwhytalkthetalkissosignaturetotwicesearliersoundisbecausethishadthepotentialtobetheverylastreleasefromthemasaninemembergroup
obviouslythatdidnthappen
butithinkthatexplainsthesuddenreturnedaformwithformulaofloveandbetweenoneandtwothiswasvicepremptivelygearinguptosaygoodbye
iftheyhadtodefollowingreleasepostcontractrenewalswasreadytobe
andwecontinuethewesternganizationeffortsthroughthesoundinstyleofthetwosinglestwicecontinuestoadoptdarkerimagemodnightsunriseisanotherenglishlingwhichsinglethatagainfeelsveryreminiscentofduallybesweetaspie
andthekoreansinglesetmefree
continuestwicedoublingdownontheracrolsoundthatbeganwithicanstopmefinallywereachthirdlatestcomebackwithyouththeenglishsingleigotyoufeaturestherattrolssendpopsoundandonesparkasthekoreantitletrtrackisaitofanoddwallinthiscampaign
oncesparkisneitherpandderingtothewest
norisanecessarilymarketingtowardskipeventsitsagoodsongtheresjustnoapparentattentionbehinditfinsuffersthesesamesameguouslogicalcontentasseifree
wherethesongiswritteninawaythatitcouldbeaboutanythingorappliedanycontext
muchtothesongsdetrementintheendwithbetweenoneintoastheoutlierduetothecircumstancessurroundingcontrrotneneellsthisseemstobetheformulaoffertwiceswestersterizationeffortsadarkerimageandsoundofthefeaturesandenglishlanguageprereallysinglefollowedbymorecapopfocustitletrackthatstillssonicallyinvisuallyattemptstopandatothewest
aswellsimilartwoBTSandtheeyesofthegeneralcapofvambasetwicesimagehassufferedimmenselyasaresultofthiseffortsbetweenoneintopopohasAApotitialspspdtmentalbum
anintentionallyexacervatedthisproblem
aswenowknowtwiceasthepotentialtomaintaintheircharacteristicstylewithamorerefinedimmaturesoundtalktotalkandbasicsareexactlywhatonceandkeepoffhancingtobelookingforoutofamatururetwicethesearentinherentlycutesongbasicscertainlyisntyettheyopenaterritoryfortwicetoexploreorenewsounds
styles
whileremainingintheiroriginalidentityimageandcontext
butisthistworestrictiveshouldbeasfansevenbetalkingorcomplainingaboutthisdiscougingtwicefromcompletelychangingtheirsoundandstyleforthewesternmarkeplaceagainagainafterallwedontcriticizethemoranyothercapagroupfordoingtheexactsamethinginjapan
hereswhatithinkisactuallygoingoninthecontextoftwicetheenglishsinglesarenottotheinherentproblem
moonlightsunriseisoneofchoices
bestreleasesinmyopinion
theonlyproblem
iidentifyisitsrelationshiptothereadytobealbuminretrospect
ialreadyspokenmypieceaboutsetmefree
thetitletruackfromthisalbuminanothervideo
butthissongllackoflyricalintentioniswhatibelievewasitsdemisesetmefree
itisaremarkablyvaelovesong
thatsoundslikeitwasalways
alwaysantantbeaboutsomethingsomethingmorestronger
ersofofharmmanandthem
wheretwicewantstobesetfreefromthethingslimitthemandtwicefullycouldhavetakenonthisconcept
butwhatthewedionizationefforthavealloweditthelasttwoalbumshaveagaststartedreleasingenglishversionsofthetitletracksandthelyricsarenttranslatedwordforword
thesameideaiscapturedbytheend
itwouldbequitedifficultfortwicetodevelopameaningfulmessageinkorean
untilhavethatbeentranslatedthanintoenglish
itsnotimpossible
butitbedefinitelybeeasiertowhattheydid
didambibiguoussong
lyricallyobvivioulygoingtobeallowedeasiertotranslatecompaaretoonewithmoreseriousintentionbehindit
andthisiswhatithinkisactuallytheproblem
herethisiswhatimean
whenisaythewesternizationprocessisbleedinglittletoomuchintotwiceastandardkoreanreleases
thatthekoreantititletracksaresufferingasaresultofneedingtobetranslatedintheenglishofthelastalbumprojectswevereceivedfromtwiceneitherofthekoreanentitletracksarespecific
andwhatweretalkingabout
ibelieveforthesakeofrelated
andsothesongscanbetranslatedeasily
butthisistheproblem
twiceslasttworeleases
havebeenwithoutanyconceptorintentiontothem
andfromthewayiseeit
thatisexpresslythefaultofGOPentertatamentstswesternizationefforts
thearelasttworeleases
dontreallyaddanythingtothetwiceedos
becauseoftheirambiguitycomparedtotheearlierleaseslikealcoholfreeandtalkthattalkwhichareveryspecificintheirmessagging
weknowwhatthosesongsabout
butdoweknowexactlywhatsetmefreeandonesparkeraboutthemessagingiskindofthere
butalotofgueesworkhastobedone
thesongsareextuallytreinlyopenended
sointheend
essentiallyaboutnothinginparticular
icantellyouexactlywhatalcoholfreeisaboutinonetotwosentencesyeticantdothesameforonespark
icantellyouibelieveonesparkisasongabouthowtwiceneedeachotherasagroup
howallittakesisonespsparktosettheirpassiontobeggroutogethertherfirfire
buthavetobelievethattheresnothing
nothingcanpointtoolyricallythatconfirmsthisidea
thisisitforme
theproblemisntwesternizationarerightrightitshowmuchwesternizationiseclipsesingiititiandimageofofggrouponelikesomeriiceanincredibleadtotwicesdiscography
itsnottheproblem
thekoreanreleasesendupbecomingmorereprobleminretrospect
itseemslikethesealbumsaremadejustaskind
kindsscaffoldingfortheprereleaseenglishsingles
moonlightsunriseandigotyouareobldiouslydifferentfromthealbumsthatarepartoftheybuiltupexcitementforanewstyleandsoundthatwasabandonedbythetimewegottotheactualalbum
semifreeandonesparkdontreallyaddanythingtothetwiceeatsinretrospect
becauseagainthoughsongsareultimatelyaboutnothingandintentionallysoitsmoonlightsunriseasIIyouthatthatcontincontinueintwiceastory
thedevelopmentoftheiridentityandtheirlasttwoalbumshasbecomeentirelyreliantonthecontentoftheirenglishreleases
thosearetheonlytwosinglesinthepasttwoyearswegottenthathavesubstancetothemandcontainalyricalnarrativewithintentiontothem
weknowwhatmoonlightsunriseandigotyouareaboutthatswhatithinkourproblemisheretwiceskoreandisggarvy
easycoreoftheiridentityisbeingmarredbywesternizationeffortssoformyperspective
theproblemisntwesternizationalrightitshowwewesteronizationimpactstheidentityofagroup
thesamecanbeappliedtoagroup
likeBTSwhoibelievehassufferedanyverysimilarwaythattwicehaswiththeirenglishsinglerun
iseesomemanyfanscomplainabouthowBTSquotelosttotheplotduringtwenty
twentyandtwenty
twentyonebecauseoftheirenglishpromotionsforalotofpeople
itbecamereallyhardtoidentifyBTSiscoreidentity
asitkindofgotlostinthenoiseoftheseradiofromtheenglishpromotionsinmyopinionthiswaytogoaboutpromotinginthewestiswaytooriskyitsaviableoptionintheend
buthasthepotentialtooseriouslydamagedthereports
thesegroupshavewiththeircorefanbases
imentionedblackpinkearlierinthisvideo
andhowidontthinktheyexperiencesthesameproblems
theBTSandtwicetooblackpingsdifferencecomparedtothemisthattheydontneedtochangetheirmusicalsound
itjustalsohappenstheblackingsoundhasalwaysfeaturedpopularwesternconventions
whwhereasBTSandtwiceandtheireffortstoadapttothewesternmarketdidhavetoseverttheirsoundoundimageinorderto
tososomeantheydidnthaveto
butthatswhattheydidblblackingsimagedoesntchangedraasticallywhenpromotinginthewest
theydontevenreallygooutofthewaytopromoteinthewestbywayofcomparedtoasethnicctheyrelease
andthuswhattheydo
doesntdamagethereport
theyhappenedthecorefanbaseintheprocess
splukkingsimageisnotimpactedbywhattheydotopromoteintheglobalmarketplace
wellthereistheicecreamclause
howeverwherealotoffanscomplainedtheblackpinkdidlosetheplotduringthisperiodicecreamisinenglishdemosongwrittenbyvictorimonyamongothersandwasoriginallyrecordedbyironagrounday
itwasntasongthatwasexplicititlyforblblackpants
butitwasunderwhelmingforalotofkepuphans
butstilltechnicallyfitsprettyneatlyunderthelusisivepinksideofblackpingsconcept
icecreamdidseeblackpingfacealotofthesamecriticismasBTSandtwicebutnottothesameextentduetoblackpingsinherentconcept
itmaynotbeexsidetoblackpinkthatvansenjoymorethantheirtraditionalgoccersound
butitisstilltechnicallyapartoftheconceptthatweveseenbeforewithasifityourlastinthisway
idontthinktheproblemspeoplehavewithicecreamisduetorestization
butrathertheproblemspeoplehavewiththesongitselfblackpingscoreidentitywasntcompromisedintheprocess
nugeninsisanothersimilarcasetoaswheretheyrenotattemptingtoswitchstylespromoteinternationally
itjustsohappensthatthesoundarepromotingwithinkorea
alsoresonateswithinternationalaudiencesintentionallysaw
weknowthatthedoorshopsoutformusicproducersthatarentexperientingwithphopinmyopinionthewaytheblackpinkkingneugenansgoaboutglobalpromotionisthissaferandmorereliablewaythatwesternizationcanoccursuccessfullybyfocusingonpromotinginkorea
butwiththesoundthatismorefocusedtowardsinternationalaudiences
againasonglikealcoholfreefreepletelysosolvesthisproblemfortwicetheydontneedtobetranslatingtheirsonsinenglishtopromoteinthewest
alcoholfreedidenduphavinganenglishversionreleased
butthiswasabitofaspecialcaseforaremixalbumthatwasreleasedalmosttwoyearsafterthetasteofaalbumcell
theenglishversionofthesongwasnotpromotedbytheactualreleasedintheendalcoholfreeasaprojectasunprojetedbytherainingaspectsofwesteronization
andinthatway
becomesoneoftheirstrongestquotewesternizedreleasesinrecenttimeinmyopinionthisalbummorethananyotherreleasedinthelasttwoyears
wouldprobablyhavethebestchanceofpromotinginthewest
fromtheway
iseeitdoesthatmakesensealcoholfreechanges
twicesimagedrasticallybutintentionallysoltheenterproductgivesyouaprettyclearmessagestowhatthisprojectisabouttasteofloveadstochoicesnarrativeanymeaningwaythatabsreadyreadytobeandwithusealbums
donotiguesstheidea
imtryingtoexpresshereisthatitstheprojectreleasesthatarenotmarredbytheenglishversionsorenglishrereleasesinglesthatseemtobealotstrongerinretrospectalotmorecapableofpromotinginthewest
thantheenglishwesternizedalbumsontheenoughbytheendofwesterstanizationremixesinenglishversionsinalltheresnothingthatstronglyconacctthatmefreeandonesparktotheidentityoftwiceasagroup
itdoesntcontinuetheirstorywerejustkindofstuckatanarrativestanstelethesongsaretooampigitive
istryingtoohardtoberelaailableintolanguages
thattheyendupbecominggrowlyunvalailableintouniversallythesongsaregood
andidodefendthem
theyjustdontaddsubstancetotwicesdiscographybytheendtheresnomovementtothesealbumsandtwicesidentitysuffersasaresultofitthatswhatibelieveiscausingwesteronizationtobeaproblemproprooftwiceitslikeaparasiteontheirdisographyasitattachesitselftothestandardkoreanreleases
andrainsthelife
lifefromitthatswhatithinkaboutthistheproblemisntwestersterization
oughtsbutratherhowwesteronizationbehavesandinfluencesagroupscoreidentity
ifwerevettingttingpointslikeweveseentwtwiceidentity
wherewesternpromotionscompletelyeclipsethegroupsidentityforalotofpeople
thats
whereitbecomeskindofaproblem
completelyreallyaproblem
yeah
ithink
isaideverything
ifeelaboutthistopic
ivespokenforquitealongtimewaytotoolong
ifyouwatchedthisandhaveanythoughtsorthings
youwouldliketoadterthis
ifyouseeitinadifferentwayordisagree
entirelypleasedefinitelyletmeknow
thankyouforwatching
subscribedifyouwantto
andiwillseeyounexttime
