Snsd dating scandal
The Korea Times recently speculated that SM are choosing to confirm dating rumours because they are planning to end the group soon.
We can’t know for certain whether this is true, but what SM’s actions reveal regardless is that SNSD no longer need to be available to the public as “the nation’s girl group.” They are no longer public property.
I feel like within the overlapping spheres of business, fan culture and, the physical idols themselves, something was created in Soshi that we might not see again.
The thing is, when it comes down to it, SNSD stopped being about the music years ago.
In fact, after years of sporadic and often mediocre musical activity from the group, it seems like their popularity has only survived through the mythology that SONEs have created around SNSD’s image.
K-pop, in the digital age that we live in, has bred a very intense, intimate form of celebrity where an idol can embody celebrity without even having to actually perform on a stage.
With speculation that SNSD’s contracts could be ending this year and a new SM girl group to debut, a certain fatalistic feeling is starting to attach itself to the group. We used to view Bo A and TVXQ as individual artists, but for this reason, we started to view them as SM artists.
The SM brand now has its own profit value.” Are SNSD really on their way out?
It’s that special type of “cultural technology” that SM have been pushing with just the right variety of elements – innocence, capability, unattainability – to make the group stand out from the rest.