YG Entertainment is attracting a lot of attention for their ‘No PR’ PR tactic.
YG is known for sudden changes in song release or schedule, and have been known to announce new songs on the day of its release.
Usually before a new song is released artists would steadily release various promotional videos and be active in promoting their new song, but YG’s marketing strategy is completely different.
Kang Seung Yoon is a perfect example of this ‘surprise’ strategy. His plan to release his new song ‘Stealer’ on August 14 was revealed on the morning of the release date. Previously, although he was scheduled to release the song ‘Wild and Young,’ he suddenly changed the song to ‘It Rains.’
Activity for ‘Stealer’ hasn’t even been decided because the song release was so sudden. At the last minute he decided to release the song ‘It Rains’ first to match the rainy season in Korea. That’s why ‘It Rains’ was released without proper promotion and no music video. Even still, thanks to the rainy weather, the song hit the number 1 spot on music charts.
Big Bang Seungri’s comeback was also a surprise announcement. While announcing Big Bang’s solo activity plans, YG Entertainment’s Yang Hyun Suk talked about G-Dragon and Taeyang, but didn’t mention Seungri, whose comeback was right around the corner. G-Dragon’s comeback date is set for August 18, and Seungri’s is set for August 19. There was speculation that G-Dragon’s comeback plans changed, but YG has made no comment. It was only revealed that he recently returned from filming a music video in the UK.
Not only does YG use surprise tactics, he also uses suspense to raise interest. There’s still no concrete news on the boy group that will debut in the latter half of the year. Kang Seung Yoon and other male trainees starred on a reality survival audition program called ‘WIN’ to try and become the first male group to debut since Big Bang seven years ago. Over two next two months a winner will be decided and allowed to be in this new group. There’s a keen sense of suspense as one anticipates who will be the new ‘Big Bang.’
Kang Seung Yoon’s new song ‘Stealer’ is a sweet love song about a girl who steals his heart. The listening point of the lyrics is, ‘Even a fool like Kang Seung Yoon loves you. And then we kissed.’ Kang Seung Yoon’s witty lyrics that include his own name, along with his first kiss scene with Yoon Ji Ni are things to look out for in his new music video.