Their debut studio album called "The Album" topped Billboard charts and set record-breaking album sales, their second studio album titled "Born Pink" which came out this year, hit number #1 on Billboard 200. In 2022, they still hold the top spot of the music group with the most Youtube subscribers -- more than 83 million. All it took for Blackpink to achieve that was less than six years and they become the biggest girl group on the planet.
So what does it take to be at the forefront of popular culture, build a diverse global brand, and connect meaningfully with audiences? Here's what we can learn from Blackpink's Jisoo, Jennie, Rosé, and Lisa on brand building.
- Get real to make deeper connections
The group's belief in putting their most authentic selves forward begins with their name. When asked which word captures what Blackpink stands for, the members explained that there is no single definition of their group's name. "Blackpink" represents the group's multidimensional nature, highlighting the versatility of their fashion, music, and performances.
"It's hard to define Blackpink in one word because we are more than just one thing. Instead of defining so specifically who we are, we incorporate lyrics and themes that reflect who we are as individuals and as a group." Jennie said.
Rather than sticking to tried-and-tested industry conventions, the group has amassed millions of loyal fans, known as BLINKs, by being authentic, original, and unapologetically themselves. Whether they're exploring high-powered beats or creating soft ballads and bubblegum pop, they've stayed true to their band's unique identity. "It's just like our lyrics, 'We were black, we were pink' in the song 'Pretty Savage'. We're free to showcase different sides to ourselves and be confident about it." told Lisa.
Authenticity is also about getting up close and personal. Blackpink lets fans get a glimpse of their raw, unfiltered selves in their Youtube video series, "Blackpink Diaries", which captures behind-the-scenes snippets of the band's first world tour back in 2019. Stepping away from the glitz and glamor, the girls invite fans into their world to see the real people who make up Blackpink, helping the group connect with their audience on a deeper level.
Now here's what marketers can learn: The advertising industry will always be unpredictable and fraught with challenges, but authenticity will never fail to resonate with audiences and build customer loyalty.
- Diverse voices speak volumes
They may be a K-pop band based in South Korea, but Blackpink's diverse origins have helped them break through cultural barriers to connect with audiences from different regions.
With members from four different countries who speak five languages, it's little wonder their music has gone mainstream. "Through our work, many people around the world are getting to know more about Korea and our culture. But there is a heightened sense of responsibility as our music is influencing people from all over the world." Jennie said.
Blackpink has been adept at using video to bring their culturally diverse ideas and creativity to a global audience. By using video to showcase their art, they inspire other creators to do likewise. "We were able to dream of all these creative ideas, bring them all to life, and spread what we have created to such a global audience. We hope that we're giving out a positive influence on all the upcoming artists who are hungry to create and impact current and future generations." Rosé  said.
Blackpink's successful use of online spaces to transcend cultural boundaries shows that embracing diverse representations and delivering culturally relevant content drives more impactful audience engagement. To increase reliability and establish a worldwide presence, marketers need to incorporate diverse voices into brand building.
- Embrace the power of music and digital video
