Korea Spotlight Explained

Korea Spotlight
Location:Austin, Texas, U.S.
First:2013
Dates:March (dates vary)
Frequency:Annual
Genre:K-pop, various
Organized:KOCCA

Korea Spotlight,[1] [2] originally named K-Pop Night Out at SXSW (KPNO), is an annual concert of South Korean artists held in the United States, organized by Korea Creative Content Agency (KOCCA). It started in 2013, and is a music showcase of the annual SXSW music festival in Austin, Texas.[3] [4]

Background

In March 2013, f(x) was the first K-pop band invited to the SXSW music festival and conference, and performed at a music showcase, KPNO, organized by KOCCA.[3] [4] [5] KOCCA, along with support from the Ministry of Culture, Sports and Tourism, followed up with the SXSW KPNO after hosting one at Marché International du Disque et de l'Edition Musicale (Midem), held in Cannes, France; with the purpose of encouraging exports of Korean music and K-pop in particular.[6]

During the five days of the SXSW music festival, bands (about 2,200 in 2012) are spread out over venues (about 100 in 2012) in downtown Austin's nightclubs and street stages;[7] described as an experience where fans meet musicians close-up, without special effects.[8] The first KPNO in 2013 was scheduled at the Elysium nightclub,[9] where SXSW's oldest Asian showcase, Japan Nite,[10] was also held.[11]

In addition to one or two well known K-pop artists, the event also showcases underground and lesser-known artists from a wide range of genres, including garage rock, hip hop and punk rock.[12] Although 2013 was the first year for an official K-pop concert at SXSW, South Korean bands of other genres had first performed at the festival, starting with YB in 2007.[13] The SXSW Seoulsonic event also schedules South Korean artists.[14] [15] K-pop had already been a featured workshop at the SXSW conference line-up in 2012.[16]

SXSW K-pop and Korean rock groups are supported locally by Mandoo Entertainment, an entertainment company based in Austin, Texas, who works in conjunction with KOCCA.[17]

History

2013

KPNO '13 was held on March 13 at Elysium in Austin, Texas.[18] Music artists that performed were f(x), Galaxy Express, The Geeks, Guckkasten, Jeong Cha Sik, Yi Sung Yol, and No Brain.[3] [19] [20] [21] SXSW released an article "K-Pop Night Out at SXSW" and included f(x) on their SXSWorld Magazine cover for the month.[4] [22] [23]

2014

KPNO '14 was held on March 11, again at Elysium, in Austin.[24] Artists were Hyuna, Jay Park, Nell, Crying Nut, Idiotape, and Jambinai.[25] Kiha & The Faces were scheduled, but could not make it, and replaced by Hollow Jan.[15] [26] [27] Reporter August Brown of the Los Angeles Times described the KPNO showcase as "one of the club-circuit's hotter tickets."[28] Lady Gaga created a stir when she attended the set for Jay Park, causing media to conjecture whether she had been scouting possible opening acts for her tour, after she signed on Crayon Pop.[29] [30]

2015

KPNO '15 was held on March 19, again at Elysium.[31] The line-up included Crayon Pop, Epik High, Asian Chairshot, EE, Eastern sidekick, Hitchhiker, The Barberettes.[32] [33] [34]

Prior to the concert, Crayon Pop filmed on Austin's streets,[35] and Epik High's Tablo told Billboard K-Town journalists they were excited for their first U.S. tour since 2009.[36] Composer and DJ Hitchhiker made a surprise appearance, in his shiny astronaut like costume, at the tradeshow's NASA booth.[35] [37]

This year's line-up was noted for a wider variety of genres, unique costumes and visual effects.[38] [39] [40] [41] And the audience, which appeared to have grown by about twenty percent over 2014,[42] shouted out fan chants "bar, bar, bar" before the Crayon Pop hit song, in unison, and during Epik High's stage, called out Hangul lyrics, along with the English refrains.[38] A reviewer commenting on the typical cynicism SXSW attendees sometimes feel about "buzz-bands", like Epik High, noted the awed reactions of "those new and unfamiliar to Korean popular music".[43] [44] In SXSW Twitter results, Tablo was one of the top five most mentioned artists, and Epik High was one of the top ten hashtags and trends.[37] [45]

2016

KPNO '16 was held on March 16, at a first-time location in Austin, The Belmont[46] with performers Zion.T and band The Session, Dean, Mamamoo, Love X Stereo, Haihm, Bye Bye Badman, Victim Mentality.[47] [48] [49] [50]

Attendance increased for this year to 1,300 fans, some lining up hours before the show and a general admission line of three blocks long.[51] [52] Grammy Award-winning American singer-songwriter Siedah Garrett made a surprise appearance.[51] She told Mamamoo her favorite song of the night was their "Taller Than You"; and responding to whether she would like to work with them, she said, "Yes, as soon as possible. They are amazing."[53]

Dean responded to the warm welcome he received at his first performance at a major international music festival, that the underage girls hanging around in the parking lot next to the stage area (to hear the music, though they couldn't see the stage) made him feel like Justin Bieber.[54]

2017

KPNO '17 was held on March 17, for a second time at The Belmont, with artists Big Phony, Galaxy Express, No Brain, MFBTY (Tiger JK, Yoon Mi-rae and Bizzy), Hyolyn of Sistar, and Red Velvet,[55] [56] with about 2,500 in attendance.[57] [58]

As in prior years, the concert included other genres of South Korean music besides K-pop. About the upcoming trip to SXSW, punk rock band No Brain's leader and vocalist Lee Sung-woo said, "I think it’s important to show off our own colors (as an artist). Some Asian artists tend to get timid in a foreign country, but the music is a language in itself." And Korean hip-hop's Tiger JK said, "There’s no exact answer (on how to be successful overseas), but I think trying your best to make your own kind of music would give you the best shot."[12]

The meet-and-greet artist experience included a "MU:CON K-Pop Industry Party,"[59] and media contacts with Big Phony,[60] Galaxy Express, Tiger JK, Yoon Mi-rae,[61] and Red Velvet.[62] [63] Other artists joined the line-up, including Busker Busker's U.S. born Brad Moore with Big Phony's set, and members of Tiger JK's Feel Ghood Music label, singer-producer Ann One and newly signed Junoflo, a hip-hop artist and prior contestant on Show Me the Money 5.[61] [64]

It was a return to her Texas birthplace for Yoon Mi-rae.[59] Hyolyn extended her U.S. trip with concerts at clubs in New York and Los Angeles,[65] and K-pop headliner Red Velvet traveled on to KCON Mexico for a following night's concert.[62] Red Velvet received fan gifts onstage, including a can of her favorite Pringles for Seulgi,[64] and Yeri, who had researched Texas online, said in an interview that she hoped to have time to eat steak before leaving.[62]

2018: Name change to Korea Spotlight

The event, with a name change to Korea Spotlight, was held on March 16, again at The Belmont, with artists: Crush (R&B soloist), Lee Hi (K-pop soloist), K.A.R.D (K-pop co-ed quartet), DPR Live (hip-hop), CIFIKA (pop-futurist), Junoflo (hip-hop) and Say Sue Me (indie rock).[2] [66]

2019

The 2019 event was held on March 13, at a new venue, Austin City Limits Live at the Moody Theater (ACL Live), with the line-up of artists: K-pop performers iKon and Chungha, EDM producer Hitchhiker, experimental rock group Jambinai, hip hop duo XXX and solo electronic artist Kirara.[67] [68] [69]

Reception

In 2013, The Japan Times said, "K-Pop Night Out — an event featuring only one act one could describe as “pop” — reveled in being Korean,"[11] and New York City's Fuse TV staff listed f(x) as one of the "30 Must-See Acts at SXSW 2013".[70]

In 2014, Korea.net said "Famous U.S. pop singer Lady Gaga surprised the audience by showing up to enjoy the live concert, reflecting her strong interest in K-pop."[71] And the Los Angeles Times said of Hyuna's set, "...the very polyglot crowd at her short but packed-out showcase implied that K-pop has crossed the finish line into an established genre in America."[28]

In 2015, the Barberettes were placed on four "best" lists, NPR's All Songs Considered,[72] and two women's magazines, Marie Claire[73] and Bitch,[74] and a newspaper, the San Jose Mercury News.[75] And MTV Iggy said that KPNO "now felt like part of SXSW's DNA" and had become a "newly-minted staple" for Korean music at SXSW.[76]

In the 2017 announcements, Thomas Fawcett of The Austin Chronicle said, "If The Black Eyed Peas were Korean they'd be Drunken Tiger,"[77] and staff at theguardian.com wrote, "Of the officially sanctioned slots, you’d struggle to find a more fun-sounding evening than the K-Pop Night Out..., where Red Velvet, Hyolyn of SISTAR and the hip-hop stars Drunken Tiger all preach the gospel of Seoul."[78]

Locations and dates

DatesLocationArtist Line-up
March 13, 2013Elysiumf(x), Galaxy Express, The Geeks, Guckkasten, Jeong Cha Sik, Yi Sung Yol, No Brain
March 11, 2014ElysiumHyuna, Jay Park, Nell, Crying Nut, Idiotape, Jambinai
March 19, 2015ElysiumCrayon Pop, Epik High, Asian Chairshot, EE, Eastern sidekick, Hitchhiker, The Barberettes
March 16, 2016The BelmontZion.T with The Session, Dean, Mamamoo, Love X Stereo, Haihm, Bye Bye Badman, Victim Mentality
March 17, 2017The BelmontMFBTY, Hyolyn, Red Velvet, No Brain, Galaxy Express, Big Phony
March 16, 2018The BelmontCrush, Lee Hi, K.A.R.D, DPR Live, CIFIKA, Junoflo, Say Sue Me
March 13, 2019ACL LiveiKon, Chungha, Hitchhiker, Jambinai, XXX, Kirara

Notes and References

  1. Benjamin. Jeff. SXSW's Annual K-Pop Showcase Rebrands as 'Korea Spotlight' With Crush, Lee Hi, KARD & More. January 15, 2018. Billboard. January 25, 2018.
  2. Web site: Bagot. Hayden. KOCCA Returns For Their 6th Annual SXSW Showcase. January 15, 2018. SXSW. February 11, 2018.
  3. Oak. Jessica. f(x) Talks About Performing as First K-Pop Act at SXSW. March 26, 2013. Billboard. January 15, 2015.
  4. Web site: Minor. James. K-Pop Night Out at SXSW. February 26, 2013. SXSW. January 15, 2015.
  5. Billboard Staff, Austin. SXSW Shorts: Charli XCX, Shoes, Nik Bartsch, White Lung and K-Pop's f(x). March 14, 2013. Billboard. January 15, 2015.
  6. Web site: Bae. Soo-min. Korean music festival at 2013 SXSW. March 5, 2013. The Korea Herald. January 15, 2015. December 9, 2018. https://web.archive.org/web/20181209165243/http://nwww.koreaherald.com/view.php?ud=20130305000793. dead.
  7. Web site: Martens. Todd. SXSW 2013: The music stories to watch. Los Angeles Times. March 29, 2017.
  8. Web site: Pareles. Jon. SXSW Music: Korean Pop With Its Own Special f(x). March 13, 2013. The New York Times ArtsBeat. January 15, 2015.
  9. Web site: Elysium Nightclub. AustinTexas.org. January 15, 2015.
  10. Web site: Japan Nite US Tour 2015. February 14, 2014. Japan Nite. January 15, 2015. dead. https://web.archive.org/web/20141219230800/http://www.japan-nite.com/. December 19, 2014.
  11. Web site: St. Michel. Patrick. Japan needs to rebrand for SXSW. March 21, 2013. The Japan Times. January 15, 2015.
  12. Web site: K-pop artists to show off own style at SXSW, TGE. March 1, 2017. The Korea Herald. March 29, 2017.
  13. Web site: About Yoon Do Hyun Band. https://web.archive.org/web/20160408195043/http://www.mtv.com/artists/yoon-do-hyun-band/biography/. dead. April 8, 2016. MTV. January 15, 2015.
  14. Web site: Zimmer. Cindy. Review: Seoulsonic 2014 at SXSW. March 20, 2014. ATK Magazine. January 15, 2015.
  15. Web site: Kim. Ji-soo. 'K-pop Night Out' due in Texas. March 6, 2014. The Korea Times. January 17, 2015.
  16. Web site: Hampp. Andrew. Secrets Behind K-Pop's Global Success Explored at SXSW Panel. March 16, 2012. Billboard. January 15, 2015.
  17. Web site: Mandoo Entertainment. Mandoo Ent. Mandoo Entertainment.
  18. Web site: Lee. Jung-hyuk. ko:K-POP, 美 텍사스 밤을 뜨겁게 달궈. SXSW 쇼케이스 열려. http://sports.chosun.com/news/ntype.htm?id=201303140100089230007327&servicedate=20130313. March 13, 2013. Sports Chosun. Korean. January 17, 2015.
  19. Web site: K-POP NIGHT OUT at SXSW. March 26, 2013. Billboard. January 15, 2015.
  20. Web site: Oko. Dan. SXSW Showcase: K-Pop Night Out. March 8, 2013. The Austin Chronicle. March 10, 2016.
  21. Web site: f(x) Representan al K-Pop en SXSW en Texas, EE.UU. Fotos Teaser. March 13, 2013. Spanish KPopStarz. Spanish. January 15, 2015.
  22. Web site: SXSWorld Magazine - f(x) K-Pop Sensation Opens SXSW Music. March 2013. SXSW SXSWorld® Magazine. January 15, 2015.
  23. Web site: f(x) graces the cover of SXSWORLD magazine. March 15, 2013. Allkpop. January 15, 2015.
  24. Web site: ko:박재범 美 K팝 공연장 '레이디가가 처음부터 끝까지 관람'. http://thestar.chosun.com/site/data/html_dir/2014/03/13/2014031300837.html. March 13, 2014. The Star. Korean. January 17, 2015.
  25. Web site: Winkie. Luke. SXSW Tuesday Showcases. March 7, 2014. The Austin Chronicle. January 17, 2015.
  26. Oak. Jessica. 'K-Pop Night Out' Returns for SXSW 2014 With HyunA, Jay Park & More. February 24, 2014. Billboard. January 15, 2015.
  27. Web site: Zimmer. Cindy. Review: K-pop Night Out at SXSW. March 15, 2014. ATK Magazine. January 15, 2015.
  28. Web site: Brown. August. SXSW 2014: A late night of K-pop, pure noise, 50 Cent and Lady Gaga. https://web.archive.org/web/20140411214850/http://articles.latimes.com/2014/mar/12/entertainment/la-et-ms-sxsw-2014-kpop-pure-noise-50-cent-lady-gaga-20140312. dead. April 11, 2014. March 12, 2014. Los Angeles Times. January 15, 2015.
  29. Web site: Benjamin. Jeff. Jay Park on Lady Gaga Watching His K-Pop Set: "I'm Honored, But It's Weird". March 21, 2014. Fuse TV. January 15, 2015.
  30. Web site: How Crayon Pop Came to Open for Lady Gaga . March 26, 2014. The Chosun Ilbo. January 17, 2015.
  31. Web site: ko:Music Special - K-POP NIGHT OUT 2015. http://music.naver.com/promotion/specialContent.nhn?articleId=5627. Naver Music. Korean. April 21, 2015.
  32. Web site: Minor. James. K-Pop Night Out Showcase Returns for Third Year at SXSW. January 7, 2015. SXSW. January 15, 2015.
  33. Web site: Minor. James. Don't Miss South Korean Showcases at SXSW!. March 5, 2014. SXSW. January 15, 2015.
  34. Web site: Benjamin. Jeff. Epik High, Crayon Pop Headline SXSW 2015's K-Pop Night Out. January 14, 2015. Billboard. January 15, 2015.
  35. Web site: Kwon. Suk-Chung. ko:권석정의 SXSW리포트, 바버렛츠부터 숨까지 열광…넥스트 잠비나이는 누구?. http://tenasia.hankyung.com/archives/474444. March 23, 2015. Ten Asia. Korean. March 23, 2015.
  36. Web site: Jeff Benjamin. Jessica Oak. Watch Epik High Preview SXSW 2015 Show, U.S. Tour. March 17, 2015. Billboard. March 23, 2015.
  37. Web site: Oak. Jessica. K-Pop Night Out Marks Biggest Success Yeat at SXSW 2015. April 6, 2015. Billboard. April 12, 2015.
  38. Web site: Lim. Hee-Yun. ko:美 SXSW 뮤직 페스티벌 달군 케이팝 관객과 하나된 ‘용광로 무대’. http://news.donga.com/3/07/20150323/70265043/1. March 23, 2015. The Dong-a Ilbo. Korean. March 23, 2015.
  39. Web site: Whittaker. Richard. SXSW Live Shot: K-Pop Night. March 20, 2015. The Austin Chronicle. March 23, 2015.
  40. Web site: Billboard Staff. SXSW 2015: K-Pop Night Out Featuring Crayon Pop, The Barberettes & More!. March 20, 2015. Billboard. March 23, 2015.
  41. Web site: KPop Night Out - 2015 SXSW Music, Film + Interactive Festival. March 19, 2015. Getty Images. March 23, 2015.
  42. Web site: ko:에픽하이, 바버렛츠, 크레용팝 'SXSW 케이팝' 열기 채워. http://www.usernews.co.kr/news/articleView.html?idxno=10476. March 22, 2015. User News. Korean. March 23, 2015. dead. https://web.archive.org/web/20150402111040/http://www.usernews.co.kr/news/articleView.html?idxno=10476. April 2, 2015.
  43. Web site: Sherman. Maria. K-Pop Night Out Delights and Surprises at SXSW 2015. March 20, 2015. Fuse TV. March 23, 2015.
  44. Web site: Kim. Dong-Joo. Epik High present a spectacle performance at 'SXSW'. March 22, 2015. Yahoo! News Singapore/Star N News. March 23, 2015. dead. https://web.archive.org/web/20150402101422/https://sg.entertainment.yahoo.com/news/epik-high-present-a-spectacle-performance-at-sxsw-054518914.html. April 2, 2015.
  45. Web site: Diep. Eric. Here's What Music Fans on Twitter Are Talking About During SXSW . March 22, 2015. Complex Magazine. March 24, 2015.
  46. Web site: The Belmont Austin. The Belmont Austin. February 18, 2016.
  47. Web site: Zimmer. Cindy. Preview: Korean Musicians at South by Southwest 2016. February 18, 2016. ATK Magazine. February 18, 2016.
  48. Web site: Minor. James. Lineups for K-Pop Night Out and Seoulsonic Showcases Confirmed. February 18, 2016. SXSW. February 18, 2016.
  49. Web site: Doo. Rumy. K-pop set for foreign festival foray. March 9, 2016. The Korea Herald. March 11, 2016.
  50. Web site: Complete event listing for The Belmont. SXSW. March 11, 2016.
  51. Web site: Park. Sojung. South by Southwest's K-pop event draws hundreds . March 18, 2016. Yonhap. March 19, 2016.
  52. Web site: Pulsifer. Eric. SXSW 2016: K-Pop Night showcases South Korea's brightest. March 17, 2016. Austin360. March 19, 2016.
  53. Web site: Kim. Ji-yeon. Korean musicians grab attention at this year's SXSW. March 18, 2016. Arirang News. March 19, 2016.
  54. Web site: Doo. Rumy. [Hallyu power] Getting to know Dean: Musician, storyteller, rebel at heart]. March 29, 2016. The Korea Herald. April 3, 2016. https://web.archive.org/web/20160417182113/https://heraldk.com/en/2016/03/29/hallyu-power-getting-to-know-dean-musician-storyteller-rebel-at-heart/. April 17, 2016. dead.
  55. Herman. Tamar. 10 Must-Watch Korean Acts at SXSW 2017. March 10, 2017. Billboard. March 27, 2017.
  56. Web site: Minor. James. K-Pop Night Out's 5-Year Anniversary at SXSW. January 23, 2017. SXSW. January 23, 2017.
  57. Web site: 2,500 flock to 2017 SXSW's K-pop night: Seoul agency . March 20, 2017. Yonhap. March 27, 2017.
  58. Web site: Loccisano. Michael. TX:KPop Night Out - 2017 SXSW Conference and Festivals. March 17, 2017. Getty Images. March 27, 2017.
  59. Web site: K-Pop Night Out. MU:CON. March 29, 2017. https://web.archive.org/web/20170330084054/https://www.mucon.global/sxsw2017/kpno. March 30, 2017. dead.
  60. Web site: K-Pop Night Out (Ages 18+) Presents:Big Phony. March 17, 2017. Flood Magazine. March 29, 2017.
  61. Herman. Tamar. Korean Hip-Hop Icons Yoonmirae & Tiger JK Reflect on Their Music, Careers and Parenthood at SXSW. March 20, 2017. Billboard. March 27, 2017.
  62. Herman. Tamar. Red Velvet Discuss Their Musical Identity and Headlining SXSW's K-Pop Night Out. March 20, 2017. Billboard. March 27, 2017.
  63. Web site: Benjamin. Jeff. Red Velvet Talks Tackling Different Genres, Maturing and Performing at SXSW 2017. March 23, 2017. Fuse. March 27, 2017.
  64. Web site: Benjamin. Jeff. Fifth Annual K-Pop Night Out Marks Biggest Success Yet at SXSW 2017: Photos From Inside the Showcase. March 21, 2017. Fuse. March 27, 2017.
  65. Web site: Lee. Joel. Hyolyn to perform at SXSW, NYC and LA . March 16, 2017. K-Pop Herald. March 29, 2017.
  66. Web site: Yeates. Daysi. Korean Entertainment hits SXSW 2018. March 17, 2018. KVUE. January 29, 2019.
  67. Herman. Tamar. SXSW's Korea Spotlight Announces Lineup Featuring iKON, Chung Ha, XXX & More. January 28, 2019. Billboard. January 29, 2019.
  68. Web site: SXSW: Korea Spotlight wows crowd at ACL Live. March 19, 2019. austin360. August 31, 2019.
  69. Web site: Helen Kim and Hanna Jung. SXSW2019 코리아 스포트라이트, Kpop으로 SXSW를 달궜다. March 16, 2019. The Korea Daily Texas. ko. August 31, 2019.
  70. Web site: Fuse staff. 30 Must-See Acts at SXSW 2013. February 28, 2013. Fuse TV. January 15, 2015.
  71. Web site: Yoon. Sojung. K-music sweeps SXSW. March 17, 2014. Korea.net. January 15, 2015.
  72. Web site: NPR Music Staff. NPR Music At SXSW 2015: Tuesday. March 18, 2015. NPR All Songs Considered. March 24, 2015.
  73. Web site: Valenti. Lauren. The 30 Best Songs We Heard at SXSW. March 19, 2015. Marie Claire. March 24, 2015.
  74. Web site: Presley. Katie. 15 Female-Fronted Bands to Love at SXSW. March 18, 2015. Bitch. March 24, 2015.
  75. Web site: Dufrene. Mark. Photos: SXSW bands which totally killed it in Austin and are coming to the Bay area this year. March 25, 2015. San Jose Mercury News. April 2, 2015.
  76. Web site: St. Michel. Patrick. K-Pop Night Out Shines Through at SXSW 2015. March 23, 2015. MTV Iggy. March 24, 2015.
  77. Web site: Fawcett. Thomas. Music - Animal Kingdom. March 17, 2017. The Austin Chronicle. March 27, 2017.
  78. Web site: Olivia Solon, Andrew Pulver, Benjamin Lee and Lanre Bakare. SXSW 2017: your guide to the best music, films and TV. March 9, 2017. theguardian.com. March 27, 2017.

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