Malaysians love K-pop.
Okay, let’s be real—everyone loves K-pop, but in Malaysia it’s become so mainstream now that it’s no longer a niche. The formulae works here, so it got me thinking how does the hallyu wave shape the contours of our local music scene, and why isn’t it more prominent?
What Exactly is K-pop?
Kpop is obviously pop songs hailed from the lands of South Korea, but as a genre it doesn’t exactly have definitive meaning, because the k-pop trend evolves over time, and to accommodate different concepts of specific groups a k-pop song would typically have several mixes of genres so k-pop doesn’t really have a specific sound, but when you hear it, you know it.
Also, because of how fast-paced the k-pop industry is, sometimes when other countries, or Malaysia specifically tries to imitate what k-pop is doing, by the time they produce the group and song it ends up sounding… old. Such are the numerous attempts of k-pop sounding groups that debuted in the M-pop scene and has failed to gain recognition.
The K-pop Formula
There is a formula! The music evolves but the formula remains:
- Catchy Tunes: It needs to be catchy and has an interesting progression. Sometimes different parts of the song has different genres altogether but it needs to blend well.
- Sick Choreography: Good formations and memorable chorus choreography is the key. It can’t be just a jumble of random dance moves. It needs to tell a story.
- Relevant Genre Fusions. The genre needs to be relevant and up with the times.
- Visuals. K-pop music videos stand out as having super vibrant and over-the-top sets and costumes.
KRU: The Almost-K-Pop Legends Who Could Have Been!
KRU had almost cracked this code. They dropped some of the most successful k-pop sounding songs in Malaysian music history and yet never produced a full fledged group. I remember when they released Tiga Kata, and it sounded so much like Super Junior’s No Other that came out like a year prior. Not to the extent of pliagraism, it just sounded so similar that it felt like another k-pop song. So they COULD do it, they just HAD to focus on movies and animation because that was Yusry’s passion, but it really was a missed opportunity.
KRU had a very successful music career in the 90’s and early 2000 with a focus on pop and hip-hop. By the time the hallyU wave came to Malaysia in the mid 2010’s, they’re not as active as they used to be but the music they produce start to have some k-pop influences. They weren’t really going hard on producing music because of their other business ventures which is such a shame because they would’ve ruled the music scene. They did produce DSV’s I am me which is a campy pop self-love anthem that went viral at the time and when i heard the song I felt like KRU was a genius for being the makers behind this song. The lyrics are so simple like a lot of k-pop songs, and the music video is simple, the song is catchy, and if they workshopped this a little bit more it could’ve been like a gangnam style situation because the song itself is so campy and ridiculous. DSV is just having a good time and when a woman in a hijab is loving herself and singing about how much she loves herself despite not beng upto conventional beauty standards, some people take offense to that, and THAT is a recipe for engagement.
Dolla: The group with the big bucks
Dolla stands out as one of the more successful girl group acts in Malaysia and they follow the formula to the T. Their songs are also following the k-pop trend and produced just enough that it feels right. you can tell they have a big budget because they’re getting all these international songwrites and producers who have worked with k-pop artists to makes these songs sound more k-pop-y and it works. Their music video looks very expensive. They’re doing more promotions internationally than they are in Malaysia and it works in their favor. I remember when Damello came out, it was more latin pop and reggaeton, and it was relevant because Mamamoo also came out with Egotistik, Super Junior with Lo Siento, and latin pop was being generally sprinkled here and there in kpop songs that came out during that time.
Defam: Humble Beginnings before a big break
Defam also stands out as a prominent girl group in Malaysia with some k-pop sounding songs like Supergirls but they’re not really going that k-pop route and it seems like they’re trying to take inspiration more on old school Malaysian girl groups like Elite. Eitherway, one of their most successful songs is ironically a festive raya song. The twist that they put on not making it sound so classic, is really smart. They put a more fun and pop vibe to it, and not a lot of people clock the k-pop formula but it’s in there. It’s super catchy, the change in the melody between the rap verses and the chorus makes the song really interesting, and the music video is super colorful too.
What’s next?
Currently in k-pop, y2k concept is trending courtesy of New Jeans, Illit and the whole shebang of Hybe vs. Min Hee Jin controversy, and yet I don’t see that many y2k inspired music released in Malaysia. There is also a lack of boy groups, which is wild considering the early 2000’s was the boy group era. There’s definitely a market for it and an opportunity to be really big. KRU could also still make a mark and produce a proper group, Norman and Edry if your’re reading this, who knows?