[비즈한국] The year 2025 is a period of upheaval for the K-pop industry. With the popularity of the Netflix animation 'K-Pop Demon Hunters,' not just K-pop but the broader Korean cultural sector is receiving global attention, while the film soundtrack song 'Golden' has held the number one spot on the Billboard Hot 100 for 14 consecutive weeks.
On October 1st, the Presidential Committee on Popular Culture Exchange was launched. Park Jin-young, head of JYP Entertainment and newly appointed co-chair of the committee, stated, "We plan to build world-class concert venues," adding, "We will also expand various amenities and infrastructure in the surrounding areas."
On the other hand, human rights issues within the K-pop industry have also become a key topic of discussion. Last year, controversy arose during the National Assembly's audit of the Culture, Sports and Tourism Committee when an internal report from HYBE352820 containing crude expressions regarding underage idols was made public. Furthermore, audition programs targeting children under 15 faced such intense criticism for being inappropriate that they were canceled.
Where does K-pop stand now? We met with Jane Rose (Noh Hye-ran), a former member of Brave Girls, to hear her thoughts. As an original member of the girl group Brave Girls, Jane Rose testified last year about the unreasonable realities of idol and trainee life (Related article: [K-pop: Idols in Wonderland] 10 Years as an Idol, Dieting and Gastritis Were Daily Routines). Following her departure from group activities, she began her solo career as an 'artist' who produces her own albums. Since releasing '0123' in October of last year, Jane Rose has continued her work with 'LOG IN' in May and 'Darling' in September of this year.
Q. There have been many changes in the K-pop industry recently. How do you assess them?
A. I believe that Korean culture as a whole has grown significantly, starting with K-pop. Beyond the idol industry, Korean culture has become a medium that promotes Korea. Although our land area and population are not large, Korean culture is exerting a tremendous influence globally.
Q. Have there been changes in idol culture as well?
A. I can certainly feel the changes. In the past, companies created idols, and the artists operated within a set framework. Now, storytelling, self-narrative, and branding have become crucial. Fans also want artists with their own distinct colors rather than just people who are simply 'pretty' or 'handsome.' Artists who utilize specific keywords like religion or weave their personal backgrounds into their music are more in the spotlight. It is an era where artists with their own narrative truly shine.
I believe the companies' perspectives have also shifted. They are looking to provide more opportunities to those who seek out work themselves and make proactive suggestions. If the past favored standardized idols, the current trend favors idols who strive to become artists.
Q. You returned to music activities 7 years after leaving Brave Girls. What was the reason for deciding to go solo?
A. Since I was young, I wanted to be an artist who could try various styles, including stage production. That is why I wanted to showcase my own color and my own music. The thirst to live as an artist who produces their own work and takes full responsibility for it ultimately led to my solo activities.
Above all, I wanted to show that it is possible to do it entirely on one's own. I wanted to show my juniors that there is another path. I recorded the entire production process, including the recording sessions, through videos and photos. I am documenting how I managed to do it.
Q. How is your current solo work different from when you were active in Brave Girls?
A. When I was in an idol group, I didn't need a sense of self. I moved as instructed and practiced without knowing what other paths existed. Now, I am carving out my own path. It is much harder, but the sense of accomplishment is greater. I first started as an idol because I wanted to do music. Essentially, I am more satisfied now. Of course, the more I challenge myself, the more I realize that doing it alone is difficult. There are many times when I still need the help of a company.
Q. What kind of album is your new release 'Darling' that dropped on September 24?
A. This EP is my own love story, stemming from my realization that there are various forms of love. It contains five tracks: 'Darling,' '417Hz,' 'Fly,' 'Forest,' and 'Get the Flag.' The title track, 'Darling,' in particular, is a confession to my fans, and I hope it serves as a morning call, like the morning sunlight.
One thing I want to emphasize is that the music video was created entirely with AI. I worked with Lucidcolour and snow mandu to bring it to life. Even the character that appears in the music video is an AI version modeled after me. As a solo artist, I wanted to use resources efficiently while also attempting something new. AI video is experimental, but it is also significant as it demonstrates future possibilities.
For the album, I produced every track myself and participated not only in the songwriting and composition but also in the artwork and the music video. It contains the courage to shed the pains of the past and use them as a stepping stone to move forward without hesitation.
Q. What is the main message you want to convey through this album?
A. "It was a good experience so far. Now, let's move on to the next step." Love, pain, and memories all became the strength that solidified me after time passed. This album records that process through music. I want to share the courage to keep moving forward.
Q. Any final words for juniors who dream of becoming idols?
A. "Do not abandon yourself." If you lose yourself in idol life, happiness will eventually disappear. A path that looks like a shortcut might actually be a minefield. You must protect yourself and your own color until the end. That, in the end, is the strength that keeps you alive as an artist.