HYBE Labels Artists
Display Strong Characters ‘Short Form’ on TikTok
Rise of ENHYPEN Draws Attention
Artists from HYBE Labels, including BTS and ENHYPEN, have demonstrated a strong presence with their short-form content.
On December 6, the global short-form video platform TikTok released its ‘Year on TikTok 2023’ data, which covered the period from January 1 to October 31. According to this data, in the ‘Hitmakers: Most Viewed Artist 2023’ global category, BTS (4th place), ENHYPEN (6th place), Leseraphim (8th place), and Newjins (9th place) made the list. A total of five K-pop groups made it to the ‘Top 10’ of this list, and four of them are from HYBE Labels.
ENHYPEN ranked second highest among K-pop boy groups following BTS, and ranked third in Korea for ‘Hitmakers: Most Viewed Artist 2023’ for the second year in a row.
In particular, following the globally recognized group BTS, ENHYPEN has rapidly risen to become one of the ‘Top Two’ male K-pop groups on TikTok. ENHYPEN has showcased their diverse charms through dance challenges, situational plays using their songs, and content reflecting trends. Of the videos uploaded by ENHYPEN this year, 49 have exceeded 10 million views, with ENHYPEN member Jungwon’s dance video to SB19’s “GENTO” reaching over 42.5 million views.
As short-form videos gain popularity among the MZ generation, TikTok’s influence has grown. The background music used in videos attracts global attention, and there were often cases where these songs were charted domestically and abroad based on this. In the K-pop market, TikTok views are being used as an important indicator of popularity.
ENHYPEN also received significant attention through TikTok when the ‘Polaroid Love’ challenge went viral. “Polaroid Love” was also ranked second in Korea on ‘The Playlist: Top Tracks of 2022’ last year.
By. Ei Jae Jo
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