Chapter 529
Chapter 529
Park Moon-dae’s body, returned.
“TeSTAR will obviously do well this time too! I’ll be rooting for you~”
“Thank you.”
I was sitting in the salon TeSTAR had frequented since our T1 days. As I received a final hair color check from the director I’d known for ages, a congratulatory remark for the comeback followed as a bonus.
Along with a subtle probe disguised as a well-wish.
“Where are you appearing this time? Are you going on that WeTube show where they eat together?”
“If the company schedules it.”
“Oh, right, right. It all depends on whether the company sets the schedule, doesn't it?”
She’s pivoting since she realized she won't get anything out of me.
I chuckled inwardly.
“Promotions have become so important lately, haven't they?”
“That’s true.”
That’s why we’ve been putting so much effort into them.
—I’d like us to be a bit more aggressive with the promotions for this comeback.
I reviewed the plan, recalling the conversation from a few weeks ago.
If someone mentions ‘aggressive comeback promotions for an idol,’ what comes to mind?
A massive promotion with hundreds of thousands or millions of dollars in capital investment?
Or appearing on every variety show imaginable to hammer the news of TeSTAR’s comeback into the public’s mind?
‘Neither is wrong.’
However, neither applies to the current TeSTAR.
Promotions fueled by capital are already a mundane reality for us, so there’s nothing special there. And appearing on variety shows indiscriminately would only accelerate image consumption, so there’s no need for it.
This was a common characteristic of established, top-tier A-list idols in the domestic market.
Then, what exactly was the ‘aggressive comeback promotion’ TeSTAR was pushing for?
—Let’s not play it safe. Let’s go risky.
It meant accepting controversy and risk.
It meant being more blatant about our goals.
‘And the current goal is the Cultural Merit Award.’
Right. Let’s be blunt.
To receive a Cultural Merit Award, who do you need to impress?
‘The higher-ups.’
The political sphere.
However, TeSTAR’s global standing—especially the standing in the West that the higher-ups love so much—wasn't much to look at.
We couldn't even hold a candle to VTIC, the previous recipients of the Cultural Merit Award.
‘Those guys set the bar damn high.’
All TeSTAR had was fragmented recognition from Limestone’s movie cameo, a game collaboration, and a Netplus drama.
‘It’s all from other content, not our own albums or music.’
This meant that this flash of topicality had hardly translated into popularity for the group itself.
Among those who enjoyed that content, the overwhelming majority likely didn't even know who TeSTAR was.
But conversely, it also meant that TeSTAR hadn't formed a representative global image yet.
‘It means we can plan and target it.’
Just as latecomers in a game look at a strategy guide to find the most efficient route, TeSTAR could target the image we wanted.
And TeSTAR was a group that had already successfully pulled off this kind of strategy domestically.
Since we had the experience, we weren't starting from zero; we had a foundation.
‘If I can just pull these fragmented bits of recognition together and connect them into one mass...’
Then, from that point on, we could make people consume the TeSTAR content that had been steadily accumulating over the past few years.
The stuff that’s already been proven to be fun.
“That’s what establishing a foothold is.”
That was the very goal TeSTAR needed to achieve with this promotion.
‘First step.’
[TeSTAR, First Nomination for the ‘American Music Awards’]
After finishing my hair.
I smirked while looking at an article that was already old news.
Well then, let’s make good use of this.
*
The American Music Awards. Commonly known as the AMAs.
It was one of the three major, prestigious music awards ceremonies in the United States.
However, the article Park Moon-dae was looking at hadn't caused much of a stir when it was first published.
This was because a K-POP category had been newly established at the AMAs. Some people sneered at it, calling it ‘their own little league.’
Furthermore, it was no longer a rare occurrence for K-pop artists to be nominated for global awards.
Since K-pop artists have high album sales and social media mentions, three or four teams were bound to be named at various famous awards ceremonies every year.
The US, the headquarters of capitalism, wouldn't miss out on a profitable category.
Even if it wasn't a major award, they would give them a mention and make good use of the buzz generated by the K-pop fandom.
As a result, hardcore K-pop listeners were indifferent to the situation.
This nomination news was expected to be a dull topic that would end with TeSTAR fans reacting and mentions increasing slightly.
The possibility of TeSTAR performing a massive comeback stage at this awards ceremony? Most people hadn't even considered it.
In terms of local recognition, company size, and connections, there was no reason to choose TeSTAR as a performer.
Moreover, there were almost no K-pop idol groups that had successfully gained fame locally as performers.
Except for the very first one.
VTIC, at the beginning of their prime, had finally built a solid global fanbase.
Since then, there had been almost no K-pop groups that saw significant benefits as performers at overseas awards ceremonies for several years.
And to go viral, it wasn't enough to just perform well; the local reaction had to be good, which was incredibly tricky due to the different cultural sentiments.
On that day, everything from the song, the outfits, to the choreography had to somehow click with their sensibilities.
All while maintaining a delicate balance so as not to disappoint existing K-pop fans.
This was essentially the common conclusion among those interested.
This idol, who had obtained a piece of internal information from a manager thanks to being under the same label as TeSTAR, felt the same way.
“Mi-Min-ha! Is TeSTAR-sunbaenim appearing at the AMAs?”
Mirinae’s main dancer, Sung Ha-rin, ran to the group’s practical leader in shock and received this answer.
“Uh, well… probably.”
“…?!”
A confirmation!
Before the shocked Sung Ha-rin could grit her teeth over TeSTAR finally targeting America, a question popped into her head.
‘How?’
They hadn't signed with a major US record label, and the company wasn't insanely rich.
Heck, it wasn't even like TeSTAR’s last album was a massive hit in the US.
She wanted to fire off those questions in a barrage, but Sung Ha-rin held back.
It was because the face of the leader, Park Min-ha, standing in front of her, looked almost enlightened.
“Haha, haha… Well, actually, I… don't really know either. And, uh, it’s confidential.”
“O-Oh! Of course, I’ll be careful!”
“Yeah.”
Park Min-ha nodded as if she naturally trusted her.
Then she added.
“And let’s not mention it to Yul-gi-unnie either…”
“…Okay.”
A moment of solemnity passed between the two.
Jung Yul-gi, the undisputed face of Mirinae and the number one ranker in the final standings of <Aju-sa>.
‘She’s a good unnie, but…’
She was… too bright. It was worrying that she might be misunderstood.
Thanks to her unique character, she hadn't been heavily criticized yet, but they were always on edge in case she was.
‘…Come to think of it, there’s a similar senior in TeSTAR.’
Sung Ha-rin thought of an idol whose signature was red hair.
Cha Yu-jin!
She wanted to ask for advice on how that senior had managed to appeal his character while miraculously avoiding controversy for years.
Even the few rumors or problems that did arise were handled perfectly at the right time.
As expected, an idol who won a Grand Prize is different…
‘…No. It’s because Yul-gi-unnie is a purer and better person!’
Mirinae’s Sung Ha-rin quickly snapped out of her idolization of TeSTAR!
Shaking her head, she calmly analyzed the current situation again.
“Then, uh, are TeSTAR-sunbaenims seriously aiming for a US advancement?”
“That was the vibe in the company meeting.”
Hmm.
Sung Ha-rin rubbed her chin.
In their early debut days, Mirinae had also strongly aimed for a US advancement due to a general manager who had ‘American fever.’
They had studied foreign languages hard back then and could speak a bit, but the group’s results weren't that great…
She thought a bit gloomily.
‘…As I thought, localization strategies and the like aren't great.’
Desperation can sometimes look servile.
On the contrary, it felt like they had lost quite a few domestic fans back then, so Sung Ha-rin felt a bit bitter just thinking about their early debut days.
‘Since they’re singers who are doing well in our country, it would be nice if they could advance while maintaining that position…’
Sung Ha-rin felt conflicted, but she soon let out a deep sigh.
Even so… she really hoped TeSTAR-sunbaenim’s attempt would go well.
Since they were in the same boat, after all.
Only if the company had enough spare cash would investment come back to Mirinae.
‘But please don't put weird ideas into the company’s head…’
Sung Ha-rin didn't want her precious Mirinae to go back to America!
“…I hope it goes well for them.”
“Right.”
And so, the conversation between the two Mirinae members concluded.
While occasionally suffering from anxiety, she worked hard on her schedules and kept a hawk-like eye on TeSTAR’s comeback teaser content whenever she had a chance.
Then.
[This AMA’s Lineup]
‘Finally!’
Sung Ha-rin finally found the news she had been waiting for and clicked on it, swallowing hard.
Then she was bewildered.
“Huh?”
TeSTAR’s name was nowhere to be found among the announced performers!
In fact, there wasn't a single K-pop artist at all.
‘What, I thought they were appearing?’
But there wasn't even a single related article.
‘Was it just a rumor? Or maybe they canceled it after reviewing it.’
Sung Ha-rin turned off the screen, thinking that for now.
However, a short while later.
Here, Park Moon-dae attended the awards ceremony for the American Music Awards performance.
“…….”
He checked his attire.
A white cotton T-shirt and jeans, with minimal accessories around his face.
It wasn't the kind of stage outfit an idol who had just made a comeback would choose.
But Park Moon-dae was satisfied.
‘Good.’
Because he wasn't standing here to perform TeSTAR’s comeback stage in the first place.
This was the result of selection and focus.
‘All I want is impact!’
He would draw as much attention as possible under realistic conditions.
That was the criterion for choosing this stage.
—A standard promotion, just saying our album is a masterpiece, won't work.
So, he decided to cover someone else’s song at this awards ceremony.
A tribute stage for a famous singer from the past.
And he wasn't even doing it alone. It was a configuration where several people divided the parts and sang one song consecutively.
In fact, it was a level of poor treatment where they had ‘invited’ someone with no recognition.
Park Moon-dae’s attitude toward that was...
‘Even better.’
It was a pleasure.
‘The conditions are perfect.’
If you don't have local recognition, you can borrow it using someone else’s famous song.
And.
‘Stats don't betray you.’
[Vocal: S+]
If several people sing together, it’s actually better because there’s a group to compare with.
Park Moon-dae gave a thin smile and lifted the microphone.
The performance was beginning.