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[FORBES] From K-Pop To Bruno Mars, The Stereotypes Are Shaping The Global Sound Of Music

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From K-Pop To Bruno Mars, The Stereotypes Are Shaping The Global Sound Of Music

 

Article: https://www.forbes.com/sites/tamarherman/2018/01/31/from-k-pop-to-bruno-mars-the-stereotypes-are-shaping-the-global-sound-of-music/#2664d34b569a

 

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The Grammys were filled with magic for The Stereotypes, 24K Magic that is. The Los Angeles-based production and songwriting team behind the Song of the Year “That’s What I Like†and other hits from Bruno Mars’ acclaimed 24K Magic album walked away from the night with the biggest lift their career had ever seen, and it came hot on the heels of the momentum they had gained from the K-pop industry.

 

South Korea’s pop scene is gradually making its way into America’s mainstream music consciousness, but international producers crafting music for K-pop is hardly anything new and The Stereotypes have been doing it for years now . This week’s “Bad Boy†by the popular girl group Red Velvet is just their latest release, as the quartet of producers has laid out tracks for many of K-pop’s biggest names, including EXO, BoA, Super Junior and Taemin.

 

 

“We definitely pivoted to the K-pop market when things were a little slow here, and we felt like we were really appreciated out there,†said The Stereotypes' Ray Romulus. â€œThey loved the work that we did and that allowed us to get not re-energized but re-inspired basically, to go harder. And right now it feels amazing to be appreciated at home now. Yeah, it’s an amazing feeling.†(Which they celebrated with ample tequila on Grammy Night.) Jonathan Yip previously told the LA Times that K-pop saved The Stereotypes' lives. 

 

Stylistically, Yip cited K-pop’s experimental nature as part of the reason The Stereotypes thrived and were able to reinvigorate themselves in South Korea. “They aren’t afraid to have chord changes and a lot of melody going on, and that is something for us that is a sweet spot.†The team’s music has hit a similar sweet spot in South Korea: Taemin's 2016 hit "Press Your Number" saw much acclaim, landing the SHINee member's first LP Press It on the Billboard World Albums chart at No. 2; The Stereotypes’ work with Red Velvet for last year's widely-praised Perfect Velvet album and its follow up reissue The Perfect Red Velvet (“Kingdom Come,†“Attaboy,†“Bad Boyâ€) have helped hone the girl group’s lush contemporary R&B-meets-pop sound. 

 

 

A group of multiethnic songwriters, The Stereotypes see K-pop’s advent as something very American, despite being created out of South Korea. “Obviously BTS is the biggest K-pop group here at the moment and I think it’s really cool because it just shows to me what America is and should be,†said Yip. “When you think of America, you should think of all different cultures and the place where you can go where it’s a melting pot of different cultures. There’s the Latin explosion right now and there’s a lot of reggaeton, so why should there not be K-pop here?  I think it’s just a matter of time.â€

 

Yip also reflected on The Stereotypes’ role in Far East Movement’s career, particularly on the band’s Dirty Bass album, and recalled how seeing Asian Americans achieving major success in the U.S. industry was a big moment for him. “I want to be able to keep that going with all different nationalities and ethnicities. We would just like it to be as diverse as possible. Just look out the makeup of our group and you can see exactly what our goal is.†

 

Nominated for producers of the year, 2017 was The Stereotypes’ biggest year yet, and they’re not going to slow down in 2018. Some recent projects have the team working with the likes of Normani of Fifth Harmony, the Backstreet Boys, and Foster the People on upcoming music. But while they’re on a stateside high, they’re hardly going to forget about the K-pop industry. “To be able to help deliver some big records out there, it means a whole lot to us because it means that we were able to do our job, that they believed in us,†said Yip. “We won’t ever turn our backs on over there, even coming back here now and catching great momentum here, that doesn’t mean we’re going to stop going over there at all.â€

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Ash0896 Star

Ash0896

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Wait... They made Bad Boy and Kingdom Come?! Those were the 2 songs I like most on Red Velvet's album esp. Kingdom Come.

 

I also didn't know they made That's What I Like. I mean I know Bruno co-compose that song but I didn't who he co-compose it with. So it's them I guess. Congrats on the Song Of The Year award. Unlike others I believed That's What I Like deserve the Grammy. Just because Despacito sold more doesn't mean it should have won. That's What I Like sold a lot too. It's the 3rd best selling single of 2017 and on top of that it have quality w/ Bruno's good vocal on top of it. I believe the right song won.

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