"BLACKPINK is the Revolution" in the Age of a K-Pop Takeover

Blackpink, Ddu-du, K-Pop

Alexander McQueen, sequined tanks, and female empowerment are the vibe in BLACKPINK’s music video for their song “Ddu-Du Ddu-Du” off their debut mini-album, SQUARE UP.

The K-Pop group racked up over 33 million views within the first 24 hours of their video’s release, nearly breaking the 2018 record set by fellow K-pop group, BTS. BLACKPINK have since garnered over 70 million views on YouTube and 15 million streams on Spotify.

The unprecedented success of the quartet’s video and album has made the group one to watch, with a breakthrough on western charts imminent.

The group's previous release, “As If It’s Your Last,” showcased the group’s growing international appeal when the bubblegum dance-pop single’s music video became the fastest growing video to reach 100 million views on YouTube for a female K-Pop group.

More than ten months later, BLACKPINK returns to their sweet but savage EDM-laden roots on Square Up, this time exchanging lovelorn lyrics for unapologetically feminist bravado.

From proclaiming "girls wanna have some fun" in the moombahton-heavy “Forever Young,” to pushing unappreciative men aside in “See U Later,” BLACKPINK doesn't have time for the patriarchy. 

Whether you realize it or not, these girls and other K-Pop groups are making themselves known to Western audiences. After leaving an impression on the male-dominated South Korean music scene, groups like BLACKPINK are ready to make up for the lack of East Asian representation across the pond.

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