K-Pop Night Out at SXSW

K-Pop Night Out at SXSW

Jay Park, 2014 KPNO
Genre K-pop
Dates March (dates vary)
Frequency Annual
Location(s) Austin, Texas, U.S.
Inaugurated 2013
Organized by KOCCA
Website
eng.kocca.kr

K-Pop Night Out at SXSW (KPNO), is an annual K-pop concert held in the United States, organized by Korea Creative Content Agency (KOCCA). It started in 2013, and is a music showcase of the annual SXSW music festival in Austin, Texas.[1][2]

Background

In March 2013, f(x) was the first K-pop band invited to the SXSW music festival and conference, and performed at a music showcase, KPNO, organized by KOCCA.[1][2][3] KOCCA, along with support from the Ministry of Culture, Sports and Tourism, followed up with the SXSW KPNO after hosting one at Marché International du Disque et de l'Edition Musicale (Midem), held in Cannes, France; with the purpose of encouraging exports of Korean music and K-pop in particular.[4]

During the five days of the SXSW music festival, bands (about 2,200 in 2012) are spread out over venues (about 100 in 2012) in downtown Austin's nightclubs and street stages;[5] described as an experience where fans meet musicians close-up, without special effects.[6] The first KPNO was scheduled at the Elysium nightclub,[7] where SXSW's oldest Asian showcase, "Japan Nite",[8] was also held.[9] In addition to one or two well known K-pop artists, KPNO also showcases underground and lesser-known artists from a wide range of genres, including garage rock, hip hop and punk rock.[10] Although 2013 was the first year for an official K-pop concert at SXSW, South Korean bands of other genres had first performed at the festival, starting with YB in 2007.[11] The SXSW Seoulsonic event also schedules South Korean artists.[12][13] K-pop had already been a featured workshop at the SXSW conference line-up in 2012.[14]

SXSW K-pop and Korean rock groups are supported locally by Mandoo Entertainment, an entertainment company based in Austin, Texas, who works in conjunction with KOCCA.[15]

History

2013

KPNO '13 was held on March 13 at Elysium in Austin, Texas.[16] Music artists that performed were f(x), Galaxy Express, The Geeks, Guckkasten, Jeong Cha Sik, Yi Sung Yol, and No Brain.[1][17][18][19] SXSW released an article "K-Pop Night Out at SXSW" and included f(x) on their SXSWorld Magazine cover for the month.[2][20][21]

Hyuna, 2014 KPNO

2014

KPNO '14 was held on March 11, again at Elysium, in Austin.[22] Artists were Hyuna, Jay Park, Nell, Crying Nut, Idiotape, and Jambinai.[23] Kiha & The Faces were scheduled, but could not make it, and replaced by Hollow Jan.[13][24][25] Reporter August Brown of the Los Angeles Times described the KPNO showcase as "one of the club-circuit's hotter tickets."[26] Lady Gaga created a stir when she attended the set for Jay Park, causing media to conjecture whether she had been scouting possible opening acts for her ArtRave: The Artpop Ball tour, after she signed on Crayon Pop.[27][28]

2015

Crayon Pop, 2015 KPNO, filming on Austin streets before concert.

KPNO '15 was held on March 19, again at Elysium.[29] The line-up included Crayon Pop, Epik High, Asian Chairshot, EE, Eastern sidekick, Hitchhiker, The Barberettes.[30][31][32]

Prior to the concert, Crayon Pop filmed on Austin's streets,[33] and Epik High's Tablo told Billboard K-Town journalists they were excited for their first U.S. tour since 2009.[34] Composer and DJ Hitchhiker made a surprise appearance, in his shiny astronaut like costume, at the tradeshow's NASA booth.[33][35]

This year's line-up was noted for a wider variety of genres, unique costumes and visual effects.[36][37][38][39] And the audience, which appeared to have grown by about twenty percent over 2014,[40] shouted out fan chants "bar, bar, bar" before the Crayon Pop hit song, in unison, and during Epik High's stage, called out Hangul lyrics, along with the English refrains.[36] A reviewer commenting on the typical cynicism SXSW attendees sometimes feel about "buzz-bands", like Epik High, noted the awed reactions of "those new and unfamiliar to Korean popular music".[41][42] In SXSW Twitter results, Tablo was one of the top five most mentioned artists, and Epik High was one of the top ten hashtags and trends.[35][43]

2016

Mamamoo, 2016 KPNO

KPNO '16 was held on March 16, at a first-time location in Austin, The Belmont[44] with performers Zion.T and band The Session, Dean, Mamamoo, Love X Stereo, Haihm, Bye Bye Badman, Victim Mentality.[45][46][47][48]

Attendance increased for this year to 1,300 fans, some lining up hours before the show and a general admission line of three blocks long.[49][50] Grammy Award-winning American singer-songwriter Siedah Garrett made a surprise appearance.[49] She told Mamamoo her favorite song of the night was their "Taller Than You"; and responding to whether she would like to work with them, she said, "Yes, as soon as possible. They are amazing."[51]

Dean responded to the warm welcome he received at his first performance at a major international music festival, that the underage girls hanging around in the parking lot next to the stage area (to hear the music, though they couldn't see the stage) made him feel like Justin Bieber.[52]

Big Phony (Bobby Choy) performing at SXSW 2016

2017

KPNO '17 was held on March 17, for a second time at The Belmont, with artists Big Phony, Galaxy Express, No Brain, MFBTY (Tiger JK, Yoon Mi-rae and Bizzy), Hyolyn of Sistar, and Red Velvet,[53][54] with about 2,500 in attendance.[55][56]

As in prior years, the concert included other genres of South Korean music besides K-pop. About the upcoming trip to SXSW, punk rock band No Brain's leader and vocalist Lee Sung-woo said, "I think it’s important to show off our own colors (as an artist). Some Asian artists tend to get timid in a foreign country, but the music is a language in itself." And Korean hip-hop's Tiger JK said, "There’s no exact answer (on how to be successful overseas), but I think trying your best to make your own kind of music would give you the best shot."[10]

The meet-and-greet artist experience included a "MU:CON K-Pop Industry Party,"[57] and media contacts with Big Phony,[58] Galaxy Express,[59] Tiger JK, Yoon Mi-rae,[60] and Red Velvet.[61][62] Other artists joined the line-up, including Busker Busker's U.S. born Brad Moore with Big Phony's set, and members of Tiger JK's Feel Ghood Music label, singer-producer Ann One and newly signed Junoflo, a hip-hop artist and prior contestant on Show Me the Money 5.[60][63]

It was a return to her Texas birthplace for Yoon Mi-rae.[57] Hyolyn extended her U.S. trip with concerts at clubs in New York and Los Angeles,[64] and K-pop headliner Red Velvet traveled on to KCON Mexico for a following night's concert.[61] Red Velvet received fan gifts onstage, including a can of her favorite Pringles for Seulgi,[63] and Yeri, who had researched Texas online, said in an interview that she hoped to have time to eat steak before leaving.[61]

Reception

In 2013, The Japan Times said, "K-Pop Night Out — an event featuring only one act one could describe as “pop” — reveled in being Korean,"[9] and New York City's Fuse TV staff listed f(x) as one of the "30 Must-See Acts at SXSW 2013".[65]

In 2014, Korea.net said "Famous U.S. pop singer Lady Gaga surprised the audience by showing up to enjoy the live concert, reflecting her strong interest in K-pop."[66] And the Los Angeles Times said of Hyuna's set, "...the very polyglot crowd at her short but packed-out showcase implied that K-pop has crossed the finish line into an established genre in America."[26]

In 2015, the Barberettes were placed on four "best" lists, NPR's All Songs Considered,[67] and two women's magazines, Marie Claire[68] and Bitch,[69] and a newspaper, the San Jose Mercury News.[70] And MTV Iggy said that KPNO "now felt like part of SXSW's DNA" and had become a "newly-minted staple" for Korean music at SXSW.[71]

In the 2017 announcements, Thomas Fawcett of the The Austin Chronicle said, "If The Black Eyed Peas were Korean they'd be Drunken Tiger,"[72] and staff at theguardian.com wrote, "Of the officially sanctioned slots, you’d struggle to find a more fun-sounding evening than the K-Pop Night Out..., where Red Velvet, Hyolyn of SISTAR and the hip-hop stars Drunken Tiger all preach the gospel of Seoul."[73]

Locations and dates

Dates Location Artist Line-up
March 13, 2013 Elysium f(x), Galaxy Express, The Geeks, Guckkasten, Jeong Cha Sik, Yi Sung Yol, No Brain[18]
March 11, 2014 Elysium Hyuna, Jay Park, Nell, Crying Nut, Idiotape, Jambinai
March 19, 2015 Elysium Crayon Pop, Epik High, Asian Chairshot, EE, Eastern sidekick, Hitchhiker, The Barberettes
March 16, 2016 The Belmont Zion.T with The Session, Dean, Mamamoo, Love X Stereo, Haihm, Bye Bye Badman, Victim Mentality[47][48]
March 17, 2017 The Belmont Big Phony, Galaxy Express, No Brain, Hyolyn, MFBTY, Red Velvet[55]

References

  1. 1 2 3 Oak, Jessica (March 26, 2013). "f(x) Talks About Performing as First K-Pop Act at SXSW". Billboard. Retrieved January 15, 2015.
  2. 1 2 3 Minor, James (February 26, 2013). "K-Pop Night Out at SXSW". SXSW. Retrieved January 15, 2015.
  3. ↑ Billboard Staff, Austin (March 14, 2013). "SXSW Shorts: Charli XCX, Shoes, Nik Bartsch, White Lung and K-Pop's f(x)". Billboard. Retrieved January 15, 2015.
  4. ↑ Bae, Soo-min (March 5, 2013). "Korean music festival at 2013 SXSW". The Korea Herald. Retrieved January 15, 2015.
  5. ↑ Martens, Todd. "SXSW 2013: The music stories to watch". Los Angeles Times. Retrieved March 29, 2017.
  6. ↑ Pareles, Jon (March 13, 2013). "SXSW Music: Korean Pop With Its Own Special f(x)". The New York Times ArtsBeat. Retrieved January 15, 2015.
  7. ↑ "Elysium Nightclub". AustinTexas.org. Retrieved January 15, 2015.
  8. ↑ "Japan Nite US Tour 2015". Japan Nite. February 14, 2014. Retrieved January 15, 2015.
  9. 1 2 St. Michel, Patrick (March 21, 2013). "Japan needs to rebrand for SXSW". The Japan Times. Retrieved January 15, 2015.
  10. 1 2 "K-pop artists to show off own style at SXSW, TGE". The Korea Herald. March 1, 2017. Retrieved March 29, 2017.
  11. ↑ "About Yoon Do Hyun Band". MTV. Retrieved January 15, 2015.
  12. ↑ Zimmer, Cindy (March 20, 2014). "Review: Seoulsonic 2014 at SXSW". ATK Magazine. Retrieved January 15, 2015.
  13. 1 2 Kim, Ji-soo (March 6, 2014). "'K-pop Night Out' due in Texas". The Korea Times. Retrieved January 17, 2015.
  14. ↑ Hampp, Andrew (March 16, 2012). "Secrets Behind K-Pop's Global Success Explored at SXSW Panel". Billboard. Retrieved January 15, 2015.
  15. ↑ "Mandoo Entertainment". Mandoo Ent. Mandoo Entertainment.
  16. ↑ Lee, Jung-hyuk (March 13, 2013). K-POP, 美 텍사스 밤을 뜨겁게 달궈. SXSW 쇼케이스 열려 (in Korean). Sports Chosun. Retrieved January 17, 2015.
  17. ↑ "K-POP NIGHT OUT at SXSW". Billboard. March 26, 2013. Retrieved January 15, 2015.
  18. 1 2 Oko, Dan (March 8, 2013). "SXSW Showcase: K-Pop Night Out". The Austin Chronicle. Retrieved March 10, 2016.
  19. ↑ "f(x) Representan al K-Pop en SXSW en Texas, EE.UU. Fotos Teaser" (in Spanish). Spanish KPopStarz. March 13, 2013. Retrieved January 15, 2015.
  20. ↑ "SXSWorld Magazine - f(x) K-Pop Sensation Opens SXSW Music". SXSW SXSWorld® Magazine. March 2013. Retrieved January 15, 2015.
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  24. ↑ Oak, Jessica (February 24, 2014). "'K-Pop Night Out' Returns for SXSW 2014 With HyunA, Jay Park & More". Billboard. Retrieved January 15, 2015.
  25. ↑ Zimmer, Cindy (March 15, 2014). "Review: K-pop Night Out at SXSW". ATK Magazine. Retrieved January 15, 2015.
  26. 1 2 Brown, August (March 12, 2014). "SXSW 2014: A late night of K-pop, pure noise, 50 Cent and Lady Gaga". Los Angeles Times. Retrieved January 15, 2015.
  27. ↑ Benjamin, Jeff (March 21, 2014). "Jay Park on Lady Gaga Watching His K-Pop Set: "I'm Honored, But It's Weird"". Fuse TV. Retrieved January 15, 2015.
  28. ↑ "How Crayon Pop Came to Open for Lady Gaga". The Chosun Ilbo. March 26, 2014. Retrieved January 17, 2015.
  29. ↑ Music Special - K-POP NIGHT OUT 2015 (in Korean). Naver Music. Retrieved April 21, 2015.
  30. ↑ Minor, James (January 7, 2015). "K-Pop Night Out Showcase Returns for Third Year at SXSW". SXSW. Retrieved January 15, 2015.
  31. ↑ Minor, James (March 5, 2014). "Don't Miss South Korean Showcases at SXSW!". SXSW. Retrieved January 15, 2015.
  32. ↑ Benjamin, Jeff (January 14, 2015). "Epik High, Crayon Pop Headline SXSW 2015's K-Pop Night Out". Billboard. Retrieved January 15, 2015.
  33. 1 2 Kwon, Suk-Chung (March 23, 2015). 권석정의 SXSW리포트, 바버렛츠부터 숨까지 열광…넥스트 잠비나이는 누구? (in Korean). Ten Asia. Retrieved March 23, 2015.
  34. ↑ Jeff Benjamin, Jessica Oak (March 17, 2015). "Watch Epik High Preview SXSW 2015 Show, U.S. Tour". Billboard (magazine). Retrieved March 23, 2015.
  35. 1 2 Oak, Jessica (April 6, 2015). "K-Pop Night Out Marks Biggest Success Yeat at SXSW 2015". Billboard. Retrieved April 12, 2015.
  36. 1 2 Lim, Hee-Yun (March 23, 2015). 美 SXSW 뮤직 페스티벌 달군 케이팝 관객과 하나된 ‘용광로 무대’ (in Korean). The Dong-a Ilbo. Retrieved March 23, 2015.
  37. ↑ Whittaker, Richard (March 20, 2015). "SXSW Live Shot: K-Pop Night". The Austin Chronicle. Retrieved March 23, 2015.
  38. ↑ Billboard Staff (March 20, 2015). "SXSW 2015: K-Pop Night Out Featuring Crayon Pop, The Barberettes & More!". Billboard. Retrieved March 23, 2015.
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  41. ↑ Sherman, Maria (March 20, 2015). "K-Pop Night Out Delights and Surprises at SXSW 2015". Fuse TV. Retrieved March 23, 2015.
  42. ↑ Kim, Dong-Joo (March 22, 2015). "Epik High present a spectacle performance at 'SXSW'". Yahoo! News Singapore/Star N News. Retrieved March 23, 2015.
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  46. ↑ Minor, James (February 18, 2016). "Lineups for K-Pop Night Out and Seoulsonic Showcases Confirmed". SXSW. Retrieved February 18, 2016.
  47. 1 2 Doo, Rumy (March 9, 2016). "K-pop set for foreign festival foray". The Korea Herald. Retrieved March 11, 2016.
  48. 1 2 "Complete event listing for The Belmont". SXSW. Retrieved March 11, 2016.
  49. 1 2 Park, Sojung (March 18, 2016). "South by Southwest's K-pop event draws hundreds". Yonhap. Retrieved March 19, 2016.
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  52. ↑ Doo, Rumy (March 29, 2016). "[Hallyu power] Getting to know Dean: Musician, storyteller, rebel at heart". The Korea Herald. Retrieved April 3, 2016.
  53. ↑ Herman, Tamar (March 10, 2017). "10 Must-Watch Korean Acts at SXSW 2017". Billboard. Retrieved March 27, 2017.
  54. ↑ Minor, James (January 23, 2017). "K-Pop Night Out’s 5-Year Anniversary at SXSW". SXSW. Retrieved January 23, 2017.
  55. 1 2 "2,500 flock to 2017 SXSW's K-pop night: Seoul agency". Yonhap. March 20, 2017. Retrieved March 27, 2017.
  56. ↑ Loccisano, Michael (March 17, 2017). "TX:KPop Night Out - 2017 SXSW Conference and Festivals". Getty Images. Retrieved March 27, 2017.
  57. 1 2 "K-Pop Night Out". MU:CON. Retrieved March 29, 2017.
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  59. ↑ Frometa, R.J. (March 13, 2017). "INTERVIEW: Galaxy Express". Vents Magazine. Retrieved March 29, 2017.
  60. 1 2 Herman, Tamar (March 20, 2017). "Korean Hip-Hop Icons Yoonmirae & Tiger JK Reflect on Their Music, Careers and Parenthood at SXSW". Billboard. Retrieved March 27, 2017.
  61. 1 2 3 Herman, Tamar (March 20, 2017). "Red Velvet Discuss Their Musical Identity and Headlining SXSW's K-Pop Night Out". Billboard. Retrieved March 27, 2017.
  62. ↑ Benjamin, Jeff (March 23, 2017). "Red Velvet Talks Tackling Different Genres, Maturing and Performing at SXSW 2017". Fuse. Retrieved March 27, 2017.
  63. 1 2 Benjamin, Jeff (March 21, 2017). "Fifth Annual K-Pop Night Out Marks Biggest Success Yet at SXSW 2017: Photos From Inside the Showcase". Fuse. Retrieved March 27, 2017.
  64. ↑ Lee, Joel (March 16, 2017). "Hyolyn to perform at SXSW, NYC and LA". K-Pop Herald. Retrieved March 29, 2017.
  65. ↑ Fuse staff (February 28, 2013). "30 Must-See Acts at SXSW 2013". Fuse TV. Retrieved January 15, 2015.
  66. ↑ Yoon, Sojung (March 17, 2014). "K-music sweeps SXSW". Korea.net. Retrieved January 15, 2015.
  67. ↑ NPR Music Staff (March 18, 2015). "NPR Music At SXSW 2015: Tuesday". NPR All Songs Considered. Retrieved March 24, 2015.
  68. ↑ Valenti, Lauren (March 19, 2015). "The 30 Best Songs We Heard at SXSW". Marie Claire. Retrieved March 24, 2015.
  69. ↑ Presley, Katie (March 18, 2015). "15 Female-Fronted Bands to Love at SXSW". Bitch. Retrieved March 24, 2015.
  70. ↑ Dufrene, Mark (March 25, 2015). "Photos: SXSW bands which totally killed it in Austin and are coming to the Bay area this year". San Jose Mercury News. Retrieved April 2, 2015.
  71. ↑ St. Michel, Patrick (March 23, 2015). "K-Pop Night Out Shines Through at SXSW 2015". MTV Iggy. Retrieved March 24, 2015.
  72. ↑ Fawcett, Thomas (March 17, 2017). "Music - Animal Kingdom". The Austin Chronicle. Retrieved March 27, 2017.
  73. ↑ Olivia Solon, Andrew Pulver, Benjamin Lee and Lanre Bakare (March 9, 2017). "SXSW 2017: your guide to the best music, films and TV". theguardian.com. Retrieved March 27, 2017.
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