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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