[BizHanKook] Jay Park, Choi Jung-hoon, AKMU, Lee Hyo-ri, Zico, Lee Young-ji, Park Bo-gum, 10CM, Sung Si-kyung... They share something in common: they have all hosted the KBS music program "The Seasons." "The Seasons" was introduced after "Yoo Hee-yeol’s Sketchbook," and its content and format are similar. Just like its predecessor, it serves as a program for those who feel alienated by music programs centered on idol songs or trot music. In terms of musical utility, it introduces singers or music genres that are not commonly seen. The difference is that "The Seasons" changes its host periodically.
Why change the host? It is to prevent the program from taking a hit due to the host. This is because, in the previous program, host Yoo Hee-yeol became embroiled in a controversy and had to step down mid-way. On the other hand, it seems desirable in terms of diversity and a long-tail strategy. Since the musical stage changes depending on the host's character, identity, and style, the volume of content becomes substantial over time.
In other words, "The Seasons" has a nature that utilizes the host's network. It is a method of mobilizing the singer's private, available resources, and it is advantageous the more people the singer knows or the wider their network. If an artist with many close singer friends is hired as a host, inviting guests becomes easier. It would be possible to secure richer content than if one person hosted continuously. Since the identity and color of the fans are also different, it seems possible to expand the reach of the show.
Moreover, it is a strategy to brand the music program "The Seasons" itself rather than emphasizing the name of the singer. In terms of a long-tail strategy, while attention and buzz may differ for each episode, it can capture a larger volume than the popularity of the top 20% in the long run.
In this context, it is noteworthy that Sung Si-kyung has been hosting for a longer period than other hosts, which implies a search for something beyond the advantages of "The Seasons." Jay Park, Choi Jung-hoon, AKMU, and Lee Hyo-ri hosted for about 3 months (12–14 episodes), while Zico, Lee Young-ji, and Park Bo-gum hosted for about 4–5 months (17–21 episodes). The longest-serving MC was 10CM’s Kwon Jung-yeol, who hosted for about 6 months (25 episodes). In comparison, "Sung Si-kyung’s Eardrum Boyfriend" has been running for about 7 months from March 27, 2026, to the present.
Why is Sung Si-kyung able to host for a long time? Several factors can be pointed out. First, Sung Si-kyung is a ballad singer with a relatively broad appeal. He has been active across generations from the early 2000s until now. In particular, his YouTube activity has worked effectively. By showcasing diverse content based on his own channel, he has gained empathy that transcends generations. Beyond being a singer who sings songs, he has become a character with human charm. By sharing stories and daily life through the medium of food, he has completely differentiated himself from existing singers.
Previous seasons of "The Seasons" secured diversity by changing hosts, but there was a large deviation in style. Moreover, just as a viewership base began to form, it would change to a new host, preventing viewers from accumulating. Even the already secured fans often left. However, in this respect, Sung Si-kyung has a certain stability and also has a sense of trendiness. Previous hosts tended to repeat their own images and identities, and the invited singers were the same.
In this aspect, what is most notable is that Sung Si-kyung performs on stage with the invited guests. This is a method that rings a significant alarm for retro-style music programs. The fact that host Sung Si-kyung not only sings every episode but also sings the guest's songs with them gives the content unique value, not just the singer's capability.
Retro-style music programs usually invited old singers to repeat their past hit songs. Because it was just repeating songs already available on YouTube, the attention and buzz were lower. However, "Sung Si-kyung’s Eardrum Boyfriend" newly rebirthed songs familiar to the public or fans through duets or collaborations. Popular culture has a characteristic of seeking slight changes while being familiar, and the best case that meets this point is "Sung Si-kyung’s Eardrum Boyfriend." Sung Si-kyung’s duet video content is bound to generate buzz on YouTube as well. It is a method that provides new content to invited singers and allows fandoms to fuse with each other.
It is also significant that it does not rely solely on eloquence and wit. The host’s capability and attitude to be able to sing along with any singer are important. This sends a message not only to music programs but to K-pop as a whole. Rather than performing or staging alone, expanding the reach and creating synergy through duets or collaborations—this is the only future alternative for us to coexist. The comeback of increasingly long-running idols further highlights this necessity. Above all, it sends a clear message to the broadcasting industry in that there is a desperate need for content that approaches music fans who want to hear diverse music in a familiar yet new way.
The author, Kim Heon-sik, has walked through or hacked through the forest of popular culture phenomena since his 20s, with the expectation that there is a way to make the world better through culture. Even in the 21st century, where artificial intelligence and quantum computers are active, he is still walking the same path with the same belief.