BLACKPINK, BTS, environmental and human rights voices

K-pop idols, whose political and social voices were implicitly taboo, began to speak out.

The industry analyzes that the MZ generation, which is sensitive to environmental, racial, and gender issues, has emerged as a major fan base of K-pop, enabling such changes. It is part of the environmental, social, and governance (ESG) management that entertainment companies implement for them.

YG Entertainment's girl group BLACKPINK posted a video on YouTube on December 9 last year urging them to join in responding to climate change ahead of the 26th U.N. Climate Change Convention (COP26), which will be held in the U.K.

The video, titled "Attention to BLINK (BLACKPINK fan club)! Time to learn about climate change together," was produced by the British Embassy in Korea first proposing collaboration.

Member Lisa said in this video, "I was born in 1997. At the time I was born, 46% of the earth was made up of natural habitats, but now only 35% remains and more and more global environments are being destroyed every day." "As it is our future, now is the time to act. Please join us in our journey."

It is not only about environmental issues. The issue that built the global K-pop fandom last year was the Black Lives Matter (BLM), a black human rights movement that protested the death of George Floyd. The K-pop fandom demanded public BLM support from idols and agencies.

In response, Big Hit Entertainment's boy group BTS posted a message on its official Twitter account saying, "We oppose racism," and donated $1 million to the Black Lives Matter (BLM), a black human rights movement against George Floyd's death.

BTS fandom ARMY also succeeded in raising more than $1 million in 27 hours in line with the move. In addition, SM Entertainment's NCT and Red Velvet, as well as MONSTA X, ATEEZ, and Ciel declared against racism.

The industry points to entering the global stage as the background of breaking the kind of " taboos" in the entertainment industry that K-pop idols should be silent on political and social issues.

An industry official said, "K-pop, a non-English-speaking and non-western music, has emerged as an icon of non-mainstream, diversity, and minority in overseas markets as it has become the mainstream of MZ-generation fandom that is interested in the issue."

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