Mnet Asian Music Awards(MAMA)

Brand

Mnet Asian Music Awards(MAMA)

Team

One(Rock One)

Name

Kieun Shin

Hyoseok Lee

Hyein Jeon

Hwajung Huh

School

Yonsei

University

Yonsei

University

Sookmyung

Womens University

Hankuk University

Of forign study

Contacts

010-6335-9908

010-9865-6637

010-4156-2976

010-5230-1558

Index

Abctract 3Introduction 41.1. Mnet Asian Music Awards 41.2. Purpose of study 41.3. Definitions 5MAMA 62.1. MAMA history 62.2. Background of MAMA 82.3. MAMA 102.4. MAMA 11MAMA- K-Pop 123.1. MAMA 133.2. MAMA 14MAMA 164.1. 164.2. K-Pop 164.3. Marketing Event with a strong ripple effect 17Promising perspective of MAMA 185.1. The limitation of MAMA 185.2. MAMA 19Conclusion MAMA, the ongoing legacy 21Wrap-up 23Reference 25[Appendix] Last words 26

0. Abstract

The Korean Wave which initiated along with the rise of Korean dramas expanded globally and continued to the New Korean Wave that was driven by K-pop. The popularity of K-pop was first created separately in different Asian countries, but is now entering a new phase with various factors. K-pop is evolving into Asia's most popular music.

K-pop spread to Asia in late 2000s via Digital Road including the internet and mobile services and created numerous enthusiastic fans. But hardly any top-down efforts were made to meet this voluntary demand. Mnet Asian Music Awards ("MAMA" from here on) was born to act on such requests; holding a cultural event that can encompass Asian popular music and function as a representative platform.

Mnet was previously the host of Video Music Awards as Korea's major cable TV music channel and received widespread support from music fans. In 2009 it changed its name to Mnet Asian Music Awards and aimed for a brand-new identity: the World's first pan-Asian music award. From 2010 it started the challenge by going overseas for the first time in the Korean entertainment history and it is now meeting more and more fans in major Asian cities.

MAMA successfully differentiated itself by actively reacting to the needs of K-pop fans that most of the existing cultural events could not ( ). It is serving its purpose not only as a festival but also as a place for networking and arousing interest of the Korean pop culture. MAMA has become the most representative cultural content that goes beyond a music award.

The success of MAMA holds a significant meaning in that this award shows that K-pop is not a temporary spike but will continue to develop further. Needs for an organized and long-term system is identified through this event.

Having established a wide variety of distribution channels both online and offline, CJ Entertainment and Media (CJ E&M) made bold decisions and raised MAMA's brand value. MAMA lives up to its reputation as Asia's largest music festival and a forum for cultural exchange focused on K-pop. Its development will continue without stopping.

1. Introduction

1.1.Mnet Asian Music Awards

Mnet Asian Music Awards (MAMA) is Asia's biggest annual music festival that showcases the best recent music over the last year in Asia. Not only this helps boost the image of K-pop but it also serves the role as promoting Asian music to the world.

MAMA was formerly which started from 1999 as Korea's first dedicated music video festival. After Mnet was amalgamated with KMTV, it transformed into and now MAMA is recognized as 'next-generation music awards that centers around creditable performances with unconventional shows and various collaboration works.

MKMF made aggressive efforts to expand overseas in accordance with the pan-Asain phenomenon, Hallyu, from the mid 2000s. Because K-pop gained its position as a representative genre of Asia, MKMF could search for ways to become a festival for the whole Asian populations not only for Koreans. After MKMF successfully re-branded itself as MAMA at its first attempt, it has transformed into a truly pan-Asian music awards moving the venues outside of Korea each year. MAMA has been hosted in major Asian cities and its exceptional performances were broadcasted on numerous media channels in 85 different countries including TVB (the second over-the-air commercial television station in Hong Kong) and Hunan Satellites.

As a leading music awards of Asia centering around K-pop MAMA's basic functions are as following. 1) Help boost sales in the music industry both directly and indirectly 2) Discover new faces and genres by showcasing various kinds of music shows 3) Visitational benefits of the host country 4) Provide a place for parties working in the music industry; artist, production company, distributor and so forth. Thanks to its unique background -- an international event that is hosted by a Korean company -- as well as serving the purpose of a regular music awards, MAMA also expands the base of K-pop, enhances the image of Korea and seeks the way to upgrade the level of the whole Asian popular music industry thus ultimately achieving pan-Asian unity.

1.2. Purpose of study

Cultural industry shows great potential in the modern world in that it has unlimited possibilities to combine with other industries. Starting with the Hallyu with K-dramas in the 1990s, the value of Korean contents was appreciated worldwide and the cultural industry has continued to develop relentlessly until now. Now K-pop has replaced its position with K-dramas and planted itself as a core of the Hallyu trend. Having outstanding resources and strategies K-pop succeeded in securing the contents that will appeal to the world. At present, what it needs for a bigger success is the media that connect the world and accelerate the Hallyu wave without stopping.

Through a lot of research, our team reckoned that MAMA is catching up with the timely demand and thought it is a good opportunity to scrutinize how Korean cultural industry got that way and how it will progress.

MAMA became the number one music awards due to the production company's superb planning ability and a wide range of media channels on and offline. The birth of a music festival focused on K-pop means that Asian pop music can enter into the major international music market and this implies more than what is stated here since Asian culture power is arising fast. Through this study we can examine MAMA's branding strategies towards the new market with the understanding of Asia's marketability. We will discover some new strategies and directions that will boost the culture power of Korea.

1.3. Definitions

In this paper we found three words that are not precisely defined. They are (1) K-pop, (2) Hallyu, (3) Popular music awards. These words shall be used in the following meanings.

1)K-pop

The meaning of K-pop varies from 'All types of popular music that are created in Korea' to 'Dance music of Korean idol groups'. We considered locality and globality in balance and will use this words as 'Pieces of music sung by Korean idol groups that targeted international audiences produced by a Korean company'

2) Hallyu

Hallyu means enjoying Korean entertainment contents that is spread throughout the world. The word itself means the flow of something Korean, but Hallyu covers a wide range of Korean culture. Not only it includes dramas and music but also tourism, sports, fashion, medical care can be included in the concept. In this paper we will limit the meaning as 'K-pop culture and the related trends'.

3) Popular Music Awards

Popular music awards is an event giving a prize according to certain criteria. Artist settle and celebrate a year on this occasion and it draws a tremendous number of people's attention through broadcasting. Nations with huge music industries tend to have a number of well-known awards such as the US, the UK and Japan. Renowned music awards have diverse criteria of giving a prize and collecting related information. In other countries there are largely two ways to select a winner. One is evaluation by experts, and the other is evaluation by the public. In the case of public evaluation there are objective ones and subjective ones that are counted.

2. MAMA history

Power of culture holds infinite value that cannot be calculated with economic logics. One cannot deny the fact that the Hallyu craze creates a positive image for the country. Furthermore, the interest that initiated from Korean entertainment contents leads to continued interest for the country and generates added value from tourism to electronic goods.

Power of culture affects wider range of areas and therefore this is considered as an important index of indicating a nation's position in the international community. Such power of culture is now our driving force and Korea is practising the role as the leader of Asian culture power. MAMA is in the heart of this plan adding a global image to Korea.

(MBN 2012)

2.1. Background of MAMA

How did MAMA take the road not taken and become successful? How did everything start? We can analyze MAMA's journey into three parts.

Firstly, Hallyu, pivoting on K-pop.

Hallyu started with Korean dramas got bigger with K-pop in the 2000s, and now is expanded to the Korean culture in general. Originally focused in Japan, China and South-east Asia, the Hallyu phenomenon flew further to Europe, North America and even South America which is practically the whole world, and is leading a new trend of the world culture.

Hallyu made an enormous growth thanks to the development of media in particular. The advent of the internet and social media changed the wa