Stray Kids Surpass BTS on Billboard 200: A New Era for K-Pop

The global spotlight is on K-pop group Stray Kids as they surpass BTS on the Billboard charts. Experts attribute their success to appealing to Western audiences' preference for a 'sexy male image' and the group's involvement in songwriting and composing, which enhances their understanding and expression of their music.
Stray Kids Top BTS on BillboardOn September 1, Stray Kids claimed their seventh number one spot on the Billboard 200 with their new album 'KARMA.' This achievement surpasses the record of six number one albums previously held by BTS. Stray Kids, who have garnered significant love in the English-speaking world, recently concluded their world tour 'dominATE,' which spanned 54 shows across 34 regions. Notably, they filled large stadiums in all 10 North American locations.

Their fourth studio album 'KARMA' is crafted with a concept that blends sexiness with sportiness, particularly evident in the title track 'CEREMONY.' The track features a heavy bass and vibrant percussion, creating a diverse hip-hop melody reminiscent of the boy group Saja Boys' 'Your Idol' from the Netflix animation 'K-Pop Demon Hunters.'

Diverse Song Structure and Captivating Music VideoAs with previous Stray Kids songs, 'CEREMONY' includes vocals, rap, and chanting, keeping listeners engaged throughout. The song transitions from a flowing melody to an abrupt chorus, followed by a chanting section that elevates the excitement.

The music video incorporates elements favored by North American audiences, featuring scenes reminiscent of American football, F1 racing, basketball, baseball, and breakdancing. The video showcases the members engaging in various sports, complemented by powerful choreography that matches the fast-paced beat, creating a dynamic atmosphere. The video concludes with an appearance by the globally renowned Korean pro-gamer Faker.

Appealing to Western Fans' Preference for 'Sexy Male' ImageFrom their debut, Stray Kids have attracted North American fans with their sexy and sporty concept, targeting the Western audience's preference for a 'sexy male image.' Many successful K-pop acts in North America have adopted this concept. BTS's first Billboard 200 number one album, 'Love Yourself 轉 Tear,' released in 2018, centered around a sexy concept. Similarly, ATEEZ, who have topped the chart twice, also embrace a sexy and hip-hop concept akin to Stray Kids.

Stray Kids have been creating their music with their in-house production team '3RACHA' (Bang Chan, Changbin, Han) at the helm. Cultural critic Kim Sung-soo highlights Stray Kids' 'self-production capability.'

Kim notes, "Stray Kids members collaborate without vying for individual spotlight, producing music at a professional level. Their involvement in songwriting and composing deepens their understanding and enhances their expression. This sets them apart from groups that merely memorize and perform songs." He adds, "Their music reflects their worldview and their thoughtful approach to expression, distinguishing them from others."