In the ever-evolving world of K-pop, where trends shift rapidly and groups come and go, Seventeen has managed to carve out a unique space for themselves. Their approach to music, characterized by self-production and collaboration, has set them apart from many of their contemporaries.
Seventeen's commitment to self-production is evident in their music. From the inception of a song idea to its final production, the members are deeply involved. This hands-on approach ensures that their music is authentic, reflecting their personal experiences, emotions, and stories. Member Woozi, in particular, has been a driving force behind many of the group's hits, showcasing his prowess as a producer and songwriter. His contributions, combined with the lyrical and compositional inputs from other members like S.Coups, Hoshi, Wonwoo, Mingyu, Vernon, and Dino, have resulted in a rich tapestry of songs that resonate with fans worldwide.
This dedication to authenticity extends beyond their music. Recently, a unique pop-up store dedicated to Seventeen took center stage at Shinsegae Department Store Gangnam. Titled 'Artist-Made Collection by Seventeen,' this project showcased products crafted and curated by the members themselves, reflecting their individual sensibilities and tastes. The pop-up store offered fans a behind-the-scenes glimpse into a 10-month production journey through videos and photos. Such initiatives underscore Seventeen's commitment to offering fans something genuine and personal.
Moreover, the pop-up store marked a significant milestone as the first K-pop artist pop-up to grace "The Stage," an exclusive space within the Gangnam store designed for temporary showcases. Over the years, renowned luxury brands like Valentino and Louis Vuitton have held events in this space, highlighting the pop-up's significance in the broader retail and entertainment landscape.
Seventeen's recent album achievements further solidify their position in the global music scene. Their latest album "FML" landed at No. 2 on the Billboard 200 chart, marking their best-ever record on this prestigious chart. Notably, "FML" became the only album globally to sell 3 million copies on its release day, setting a new record for the highest sales in the first week of release in K-pop history with 4.55 million copies sold. Tracks from the album, such as "I Don't Understand But I Luv U" and "Super," have also made significant waves on various charts.
The group's success on international charts is not just a testament to their musical prowess, but also their ability to connect with fans across different cultures and languages. Their music, often a blend of various genres, combined with meaningful lyrics, offers something for everyone, from the casual listener to the die-hard fan.
Collaboration is another cornerstone of Seventeen's approach. While the members collaborate with each other, they also actively seek out collaborations outside their group. This includes working with renowned producers, songwriters, and even brands for various projects. Such collaborations bring in fresh perspectives and help the group push their creative boundaries.
Their work with designer Francesca Amfitheatrof, for instance, wasn't just a commercial venture. It was a melding of minds, a fusion of creative energies. The eco-friendly bracelet they co-designed wasn't just a fashion statement; it was a testament to their commitment to environmental sustainability. Similarly, their partnership with tech giant Apple wasn't just about promoting a brand. It was about leveraging technology to enhance creativity, to push the boundaries of what's possible in music and performance. It was about giving their fans new ways to experience their art, to interact with it, to be a part of it.
But perhaps the most significant collaboration for Seventeen is the one they share with their fans. Every song they write, every performance they deliver, is a conversation with their fans, “Carats.” It's a mutual exchange of energy, love, and inspiration. When Seventeen sings about love, loss, hope, or despair, they're not just sharing their stories; they're echoing the stories of millions of fans worldwide.
The journey of this 13 member boy band since their debut in 2015 has been nothing short of remarkable. From hit tracks like "Very Nice" and "Pretty U" to recent chart-toppers like "HOT," their music has evolved, but their commitment to authenticity and collaboration has remained constant. The recent release by Seventeen BSS, the group's three-member subunit, titled "Second Wind" with the lead track "Fighting," further showcases their versatility and ability to innovate.
In conclusion, Seventeen's success can be attributed to their unique approach to artistry. Their commitment to self-production ensures their music remains genuine, while their willingness to collaborate brings in diverse influences, making their sound distinct. As the K-pop industry continues to grow globally, groups like Seventeen, with their dedication to authenticity and innovation, will undoubtedly lead the way.
Kevin Kim (kevin.kim@routenote.com) works in the music industry as the head of Asia for global music business company, RouteNote. He has previously worked for YG PLUS and CJ E&M Mnet.