BLACKPINK’s Rose has changed the game for K-pop with her new single “APT.,” a collaboration with Bruno Mars.
The track integrates K-pop into mainstream pop, marking a departure from traditional K-pop elements like elaborate choreography and complex music videos.
New Path for K-pop
After leaving YG Entertainment, Rose signed with Atlantic Records, home to stars like Bruno Mars and Coldplay.
Through the label, Rose proposed a collaboration, and Mars joined in, contributing to the lyrics, composition, and arrangement of “APT.” This collaboration was a shift from typical K-pop, focusing on simplicity with live chorus vocals and minimalistic visuals.
‘APT.’ Becomes a Global Hit
“APT.” topped the Billboard Global 200 chart for two weeks and broke streaming records, reaching over 200 million streams.
It was also the first song by an international artist in three years to top Japan’s Oricon streaming chart, following BTS’s “Permission to Dance.”
K-pop’s Global Transformation
This shift mirrors a broader trend in K-pop. Artists like BTS’s Jungkook are embracing Western pop sounds to appeal to a wider audience. HYBE Chairman Bang Si-hyuk has noted that K-pop must adapt to succeed globally.
At the 2024 MAMA Awards, Rose and Mars debuted “APT.” with a simple live performance, featuring backup singers instead of dancers, reinforcing the song’s pop roots.
The Future of K-pop
Rose and Mars’s collaboration highlights how K-pop can evolve while maintaining its essence. “APT.” represents a new model for global success, showing that K-pop can blend with Western pop to create something fresh.
With this approach, Rose is leading the way for K-pop’s international expansion.
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