Agency status shapes K-pop concepts but gender norms limit girl groups

ITHACA, N.Y. — K-pop groups are known for debuting fresh concepts with each comeback, but new Cornell University research finds that how much — and how often — they can change their look and sound depends on the status of the entertainment agency or producer behind them.

For female groups, gender norms often override this influence entirely, hindering similar shifts in identity and leaving little room for experimentation.

“As the K-pop industry continues to evolve,” said Heeyon Kim, assistant professor of strategy and co-author of the findings published July 11 in the Strategic Management Journal, “understanding these dynamics will be crucial for entertainment agencies seeking to navigate the competitive landscape while balancing audience expectations and creative expression.”

The research team studied a sample of 122 K-pop idol groups —  including Super Junior, Girl’s Generation, Blackpink, Big Bang, and 2PM — produced by 76 agencies from 2004 to 2016. Based on data from new song releases, they found that entertainment agencies’ status — determined by industry awards — significantly influences how often, and how radically, their groups change their style and music genres.

If a “youthful and rebellious” concept dominates the market, middle-status agencies are more likely to adjust their idol groups’ style, music and performance to match this trend. Their goal is to attract a wider audience without taking the creative risks that high-status agencies could afford. In contrast, high-status entertainment agencies such as SM, JYP, and YG Entertainment tend to make more radical category shifts when they reposition their groups. This approach aligns with audience expectations for major agencies to act as trendsetters rather than followers.

Male idol groups are more likely to undergo significant concept transformations, as their fan bases tend to be more dedicated and accepting of shifts in artistic direction. Conversely, female idol groups, who rely more on appealing to the general public, are often expected to adhere to concepts such as “cute and girlish” when young or “elegant and mature” as they grow older.

As a result, entertainment agencies have less flexibility in shifting female groups’ concepts as compared to those of male groups.

For additional information, read this Cornell Chronicle story.

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