OSEN is reporting that 2NE1 is set to finally return to the MBC “Music Core” stage after a 2 year absence. According to the reports 2NE1 will be appearing on the July 13 airing of Music Core, where they will perform their new song “Falling in Love.” This will be 2NE1’s first performance on Music Core since their 2011 song “Ugly.”
So why the sudden return? Well, there are several reasons, chief amongst which is a change in policy for YG Entertainment artists. YG had previously employed a “once per week” policy for all music show appearances that occur domestically. This was an effort to balance out their artist’s domestic and international activities, to ensure that both get the same amount of attention. However in a recent post on YG’s official blog “YG-Life,” YG revealed that they have now scrapped this policy and will now be pursuing a much more active approach towards music shows.
YG CEO Yang Hyun Suk explained that, “Having a single show appearance per week had the benefit of allowing us to effortlessly pursue both domestic and international activities at the same time, which helped us to gain more international fans and increase the size of our international market. However from a fan’s position they would have been disappointed by the fact that there were less opportunities to see their favorite artists. He also mentioned how he felt sorry towards domestic fans for the extended world tours held by both Big Bang and 2NE1, which minimized their presences in the domestic market.
This new more proactive TV music show policy for YG will begin with 2NE1 and continue on with Kang Seung Yoon‘s solo efforts, followed by G-Dragon, Taeyang, Akdong Musicians, and finally YG’s new girl group and boy group, all set to appear by the end of this year. The new boy group will be picked through a new reality survival program called “Win,” where the winning team will debut under the name “Winner” in the later half of this year. Kang Seung Yoon is expected to take part in this as a member for one of the teams.
I personally find this new policy quite interesting especially since there used to be some rumours about YG Entertainment not being on the best of terms with either MBC or KBS. At the very least it looks like if they ever had any issues before they certainly don’t have them now. The other thing is that I always had the impression YG was purposely limiting exposure to their artist to maintain some mystique about their artists, similar to the policies deployed when Yang Hyun Suk was in Seotaji and Boys. The policy of limiting exposure is so that any sort of exposure is treated as a much bigger event. It will be interesting to see how much more proactive YG artists will be in future, but fans can at least look forward to seeing many more of their favorite YG artists this year starting this week.