Let me model my child… Rumors related to the non-mainstream rebellion that shakes the advertising world

“Please model my child!”

The days where fans only buy albums are gone. The characteristic of the fandom that actively acts is showing off surprising firepower even in the advertising world. Requests for advertising models that started humorously do not end at the level of laughs anymore. As cases in which actual fans’ demands lead to model selection have emerged one after another,’let me model my artist’s advertisement’ is now becoming a fandom culture.

This phenomenon is attracting special attention in that it satisfies both stars, fans, and advertisers. The biggest attraction for distribution advertisers is that the fandom, which has already formed thick, leads to consumers. Due to the fandom’s nature based on solid bonds, he pours out passionate support for the brand that selected’My Star’ as a model.

A bigger advantage is that these stars are the hottest characters at the moment, and at the same time, most of them are newly appeared or rediscovered, and have a freshness in popularity as well. Young-woong Lim, who quickly became the’popularity’ with TV Chosun’s’Mr. Trot’, and Rain, who provoked the craze for’one day per day’ as the song released in the past was re-focused in the form of memes online. Both of them were able to become the faces of Barista Rules and Shrimp Kwang, respectively, with fans actively requesting the selection of advertising models. Jeong Dong-won, who made the Dongwon tuna ad, and Yeong-tak, who made’Young Tak Makgeolli’ with Yecheon Brewery, were also model contracts that were reached at the request of fans.

Recently, Brave Girls, a group that succeeded in’reversing’ with the crisis of dissolution, is attracting attention. Those who formed a team in 2016 and hadn’t seen the light for four years, the past release song’Rolin’ succeeded in running backwards, and they are receiving the best spotlight since their debut. In one day, broadcasters became number one in the group with 0 schedules. He also reported that he was selected as a model for mobile games within a month after the reverse driving boom occurred. It is truly a’non-mainstream rebellion’.

Fans quickly took off their feet because they missed the opportunity. Brave Girls member Yoo Jeong-eun is nicknamed’Kobukja’ because her bright smile resembles the squirrel in the anime’Pokemon’. As a result, fans are actively appealing, hoping that Brave Girls will be selected as the model of Orion’s’Cobook Chip’.

When the requests from fans poured out, an employee who revealed that he was in charge of Orion’s’Kobuk Chip’ suggested to the online community to create a special large pack of’Kobukchip’, saying to the online community, “I was impressed with the firepower for Kobukja and the boogirl.” It is difficult to select an advertisement model right away, but it is a small event to continue communication with fans. In response, the fans enthusiastically said, “Let’s go buy’cobook chips’ right now.” After that, a netizen actually drew attention by uploading a certification shot stating that the production of the large pack of ‘Kobuk Chip’ was completed.

In addition, the fans mentioned Brave Girls’ song’I only drive’ and wrote a proposal suggesting appointment as a public relations ambassador for the Korea Expressway Corporation, which became a hot topic.

An official from Brave Entertainment said, “There are a lot of broadcasters coming in. I sleep for 3 hours a day, 30 minutes a day, and work on my schedule. The members say that even though the body is hard, the mind is happy.”

Not only broadcasting, but also advertising love calls are pouring out. The official said, “Starting with mobile games, we are giving model proposals in various fields.” “The fact that fans directly request advertising models or ambassadors means that they know and like each member’s charm, personality, and selling points well. Isn’t it? I’m really grateful for it,” he said.

In addition to the case of the Brave Girls, Lim Young-woong is evaluated as having expanded the scope of his main business, music, after reaching out to the advertising world with the fandom’s firepower. Lim Young-woong recently won two crowns on a music broadcast. It has been 14 years since Gangjin’s ‘blow punishment’ in 2007 that trot songs won first place in a music broadcast that has long been regarded as an idol group’s exclusive property. For this, the industry is saying that the positive synergy between fans and stars broke the genre limit.

Lim Young-woong also said at the time, “I didn’t even think about it. You wrote history. I don’t know how long the orthodox trot won the first place in music broadcasting.” But trot was never non-mainstream for a moment, and was always mainstream. It was possible because you were there.”

An official in the music industry said, “These days, the influence of fans is wider than in the past, and the impact is also unpredictable. Many agencies come up with various strategies in anticipation of a reversal like the Brave Girls, but as a result, only the reverse run of’Rolin’. It was the result of the fans’ hearts gathered in a place that was completely unexpected. Lim Young-woong’s first place in music broadcasting was also impossible without the absolute support of the fans.”

“As the importance of fandom grows, each company is focused on fan marketing that strengthens ties with stars as much as the essence of music. Since it is impossible to face-to-face with Corona 19, we are developing various online contents and trying to increase contact points steadily. The attempt is fiercely going on,” he said.

Kim Soo-young, Hankyung.com reporter [email protected]
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