K-pop music diffusion in Korea and East Asia: the convergence of visual technology and concrete narratives

ABSTRACT This study explores the diffusion of Korean popular music (K-Pop) across East Asian countries and aims to understand why it has undergone such fast diffusion throughout the region. For this research, a multilevel model analysis is conducted to examine the role of concrete and abstract narratives in music industry diffusion. The results suggest that the entry of visual technologies into pop music has increased diffusion over that enabled by acoustic technology alone. Concrete narratives moderate the link between visual technology and music industry diffusion. Together, concrete technology and narrative produce positive results compared to those of either alone. Among countries, Korea and Japan are more closely related in terms of technology and narratives than, for instance, China and Vietnam, which also differ from one another. This study provides important insights into K-Pop diffusion and sheds light on the factors that influence the music industry’s growth in the East Asian region.