The success of IU's Japanese promotions?

Updates: New Japanese single in July, full-length Japanese album in later half of 2012.

Singer IU has come a long way. Since the summer of 2010, through her popularity on variety shows as well as her singing skills, she has become a hot trend in the music industry. Unhindered by the flood of girl groups, she has secured a position for herself, taking a different path from that of the girl groups. Unlike other celebrities who spread their activities worldwide, IU was active only within Korea. In March this year, she took her first step towards Japan.

Although she's the nation's little sister as well as the hot trend, it's difficult to be optimistic about the success of her Japan debut, as IU is different from those in the mainstream Kpop wave currently. KARA, SNSD and other girl groups leading the K wave at the moment, captured the attention of those overseas with their outstanding physical appearances and flashy synchronised dances. TVXQ, 2PM and other boy groups that are so-called "doing well" are also no exception.

IU has none of all these glamour on the exterior. This was also the reason she failed at the auditions of one of the biggest companies in Kpop, JYP Entertainment. The reason she was not chosen was that she "was not suitable for a company that aims to grow stars". Aware of this reality, IU's agency, LOEN Entertainment, was also concerned about the likelihood of the success of her Japanese debut.

High expectations lie with EMI Music Japan and according to a relavant party from the agency, EMI Japan sees IU as a talent that can become the next Utada Hikaru, who is also signed under EMI Music Japan.

EMI Japan plans to use IU's image in Korea just the way it is within Japan as well, judging by the fact that it has met with success in Korea. Underlying this is not only IU's own competitiveness but the Kpop wave as well, since popularity in Korea almost equates success in Japan. IU was receiving lovecalls from Japanese agencies since March 2011, including that from 4 of Japan's major music agencies. After releasing her Japanese singles in March and July 2012, there are also plans for the release of a full-length album in the later half of the year. According to LOEN PD Cho Youngcheol, "IU's success in Japan will be ascertained by a concert tour at Tokyo Arena and other large concert venues 2 years from now."

(Note: This was summarised from the original Korean article that was published in MK Luxmen April 2012 Issue no. 19)

Credits to squishyblob @ weheartiu Read more