American record producer urges K-Pop artists to diversify their genre for wider global appeal

[GirlCrush:Joy]

The man behind hits by prominent artists like Justin Timberlake and Madonna has some advice for K-pop.

 

Nate "Danja" Hills spoke at a conference in Seoul on Tuesday about the necessity for K-pop to mature as a genre in order to become more popular globally. Danja suggested that K-pop as a genre grow to incorporate other Asian sounds, such as those heard in Bollywood films, as well as include more R&B and hip-hop elements.

 

"We have to make it worldly," said Danja. "Maybe that is how to get the K-pop sound worldwide."

 

The music producer spoke at the 4th Seoul International Music Fair, known as MU:CON, during a panel titled "The Future of Music Production."

According to Danja, K-pop needs "anything that triggered a somewhat different culture."

 

Danja is most well known as a producer of some of the most popular pop songs in recent years, including Justin Timberlake's "SexyBack," Nelly Furtado's "Promiscuous," Madonna's "4 Minutes" collaboration with Timbaland and Timberlake, and many others.

 

He has also worked with Britney Spears, Katharine Mcphee, Mariah Carey, Keri Hilson, P!nk, Jamie Foxx, Jessee McCartney, Diddy, JoJo, M.I.A, Mary J. Blige, Jay-Z, and many other top musicians.

 

Danja is one of numerous international music professionals to suggest in recent days that K-pop needs a face lift in order to remain relevant internationally.

 

During a similar panel held at the the Asia Music Network program in September, both the CEO of Korea's FNC Entertainment, Han Seung Ho, and Billboard's Tokyo bureau chief, Rob Schwartz, spoke about the necessity of K-pop to diversify and mature to include more genres of music.

 

©

 

-----------------------

Can I just say that this is all pretty much existent in the Korean music scene, it's just not classified as k-pop. Even k-pop in itself is diversified in the form of musical "concepts" i.e. Hip Hop.

I think he either has a very superficial knowing of the industry or is talking more about making it more orientalist so as to be a popular niche or mute it off the cultural nuances it has that can make it seem awkward to foreign markets.

[NORIKIYO]

He's right.

[ICETERO]

But kpop is already pretty diverse?

[ImInCloud13]

I see no lie.

 

#StopSummerSongs2k16

[Big Stupid Jellyfish]

Eh he's right tbh.

[Saint Rose]

as well as include more R&B and hip-hop elements.

 

uh no, there's been enough of that ty

[skcebl]

If K-Pop artists want to succeed consistently in the US at least they'd have to exist in American pop culture society. Which would give agencies a heart attack.

[sparkilene]

Is he looking for work? Cause I'm pretty sure it's the new trend for companies to hire international producers for kpop

[coward]

People need to stop thinking kpop=idols. There is a lot of diversity within kpop, but idols tend to do the same 5 things for each gender. If you take into consideration that it includes anything that is popular in SK, there really is a lot to offer, it's just not what is promoted internationally.

[Joji.]

K-Pop is already pretty damn diverse though. And fuck global appeal.

 

Surprised to hear Danja talking about K-Pop tbh.

[Witch Nose]

Americans need to stfu, kpop is fine the way it is

[timpa]

Does he now work in Korea? Why is he ssying "We"?

[Lassy]

Hmm.

Kpop is very diverse, it's just that some stuff that are more diverse aren't make popular.

Orange caramel's catalena has somewhat Indian sounding. No?

[widwit]

If you change Kpop and make it "worldy" is it still Kpop?

[Almondandlime]

Um, why would kpop adopt Bollywood sounds? Those are completely different cultures and markets that basically have nothing to do with each other. That's like saying American music needs to adopt Bollywood sounds in order to stay relevant....

[Mogwai]

i know he's a prolific producer and all but does he really know kpop? the hip hop element is practically everywhere now 

 

he doesn't even need to look at nugu groups i mean YG EXISTS lol

[silicon soul]

So he wants Korean pop/idol music to basically become more like western music? Whats the point in that, why not just release western music and just translate it to Korean and pass it off as "kpop". Kpop got well known because it's different

 

Even Bollywood has its own distinct sounds and movie ideas, it doesn't directly copy what's out there (and even when they copy action movies its hilariously awesome in its own way) and the industry is still super strong.

[S Q U I S H Y]

Idk what point he's making because he sure is making it obvious that he doesn't listen to KPOP not even KMUSIC.

[NoThanks]

I think he's saying that there is a lot of great talent in the KPop world. Maybe more acts could cross over if they updated their sound and took more risks. A lot of it is pretty formulaic.

[atlkpopfan]

kpop can be diverse (more like Korean music is diverse if you include other genre's and not just idol music).  However, if he's only been exposed to the more popular groups, I can see why he has the opinion that it's all pretty similar.  I get the feeling that his exposure to the genre as a whole though is limited.

[danae]

There is an absolute lack of variety and creativity in the mainstream k-pop scene and the over saturation in the idol market makes it even more obvious. It is all about the trend, nothing more.

 

 

So he wants Korean pop to basically become more like western music? Whats the point in that, why not just release western music and just translate it to Korean and pass it off as "kpop"...

Even Bollywood has its own distinct sounds and movie ideas, it doesn't directly copy what's out there (and even when they copy action movies its hilariously awesome in its own way) and the industry is still super strong.

 

Other than the language, what is significantly different between K-Pop and mainstream western pop music? And I am speaking about the music itself, not the image.  Some of the songs are straight knock-offs.

[Pourquoi]

. 

[Thebluecapricorn]

But there's a lot of Kpop songs inspired by hip-hop. But now he mention about Kpop should diversfy to other genres, does me think that there aren't a lot of other genres in Korean that is popular or atleast an artist from a non-pop genre in Korean, that is popular worldwide like Kpop unlike in Japanese music where you have got artists like Dir En Grey (metal) and One Ok Rock (rock) , who aren't pop, but has a big international fandom. 

[Almondandlime]

Other than the language, what is significantly different between K-Pop and mainstream western pop music? And I am speaking about the music itself, not the image.  Some of the songs are straight knock-offs.

American music wouldn't dare having so many cutesy concepts.

[TrueColors]

He wants kpop to be westernized. -_- Kpop is fine the way it is.