All about the 4th generation of K-Pop: 2018/ 2019 until today!

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In connection with K-Pop, there is always talk of "generations" into which the various bands are divided. What exactly this is all about, we have already explained in more detail in our blog. If you missed that article or want to refresh your knowledge, this is the right place for you!

Today, we'd like to dive deeper into the 4th Generation we're currently in:

• When did the 4th Generation begin?
• What defines the 4th Generation?
• What bands are part of the 4th Generation?

When did the 4th Generation begin?

Exactly when a generation starts or ends is often disputed, but nowhere are there as many disagreements as with the fourth generation. While some say it didn't start until 2019 or 2020, others think it began as early as mid-2017. Since there is no set date or condition that ushers in a new generation, the transition is often blurred. At some point, the media and the K-pop scene started referring to new groups as part of the fourth generation as a matter of course, but there is no official starting point.

The majority would probably agree on 2018.In fact, for example, popular boy groups Stray Kids and Ateez, both of which debuted in 2018, are often referred to as leaders of the fourth generation. Even the Korean Ministry of Culture, Sports and Tourism refers to Ateez as the leader of the fourth generation.

Despite this, fans still debate whether Stray Kids is already part of the fourth generation or not yet. This is partly because at the time of Stray Kid's debut in 2018, the third generation was still prevalent and the question of whether or not the fourth generation had already begun was just beginning to arise.

However, groups like ITZY and TXT that debuted in 2019 are undoubtedly classified as fourth generation, so the generally accepted boundary is probably somewhere in 2018/ 2019.

Either way, the fourth generation will still have a lot to offer us, because if we consider the previous generations, it will last for a few more years!

What defines the 4th Generation?

The fourth generation is characterized by a much stronger use of digital media such as social media channels and the groups also target the global music market very early on. Also, of course, the generation was very much influenced by the Corona Pandemic. Among other things, it led to the development and promotion of online concerts.

Below, we'll explain the different aspects in a bit more detail. As you'll see, they're closely linked.

Greater use of digital media

Of course, previous generations have already used digital media to market their music and get in touch with fans. This refers primarily to the third generation, which was the first to turn to online marketing. But the fourth generation is doing much more online:

By now, new idol groups open an account on Youtube, Instagram, Twitter and Co even before their debut and upload videos and photos of themselves there. In this way, they often gather followers in advance who cheer them on from the very beginning. Since fans all over the world can easily access this content, K-pop groups are also building an international fan base much faster these days. That's why it's now not uncommon for new stars to have even more international fans than Korean ones.

Today, idols also regularly use Tiktok or Instagram for dance challenges and many other events. In addition, new platforms like Universe keep popping up, through which fans can even chat with their favorite K-pop idols!

General, new groups are expanding their reach much faster than those from previous generations thanks to digital media, achieving major milestones early in their careers.

Global fame

Thanks to the popularity of K-pop worldwide, which we owe largely to the international breakthrough of BTS, among others, the fourth generation is strongly targeting the global music market. Of course, various K-pop stars have tried to gain a foothold for example in the U.S. before and have given concerts outside of Asia, but it's only been in the last few years that K-pop has really been noticed by the international media.

BTS gained attention because they were the first Korean idols to appear on international entertainment shows like "The Late Late Show" or "Good Morning America". Today, it is almost normal for popular K-pop bands to be invited by such shows. This applies to second- or third-generationbands that have been in the business for a while as well as fourth-generation bands that have just debuted.

Even groups that don't perform in such shows gain international fame much faster nowadays, simply because K-pop in general has a very different status now than it used to have, and millions of K-pop fans worldwide watch videos and look for new songs every day!

In addition, Korean entertainments like JYP, SM, YG or HYBE are collaborating more and more with Western record labels, promoting their stars' careers outside Asia.

The influence of Corona

The global pandemic of course also hit South Korea and with it the Idols. Suddenly, bands had to perform in front of empty auditoriums and had no opportunity to meet their fans.

New groups that started their careers in 2020 and later even didn't experience what it was like to be cheered live by fans until months or years after their debut. That's because it took a long time for the world to get a grip on the Corona pandemic enough to allow spectators back into shows under strict restrictions.

Although the K-pop scene was caught off guard by the pandemic and was turned upside down, some have found a way to deal with the situation in the best possible way.

In April 2020, for example, SM Entertainment launched the world's first paid concert streaming service in collaboration with the online platform "Naver"! The streaming service is called Beyond Live and offers fans the chance to see their stars live, even if they can't be there in person. But Beyond Live is more than just a replacement for traditional concerts, as they feature elements that only online concerts can offer. Among other things, it uses modern technologies like augmented reality to make the events unique. In addition, Beyond Live allows real-time interactions between the idols and the audience in front of the screen.

In August 2020, JYP Entertainment joined the newly formed Beyond Live Corporation and by now other entertainments are also producing their own online concerts. The online concerts continue today, when normal concerts are possible again, because they are much more accessible than events in Korea, especially for international fans.

Of course, the Idols and their fans also communicated online much more than before. That's why in 2021, among other things, the Universe platform was developed, through which fans and Idols can chat with each other.

So Corona has been driving technological developments, creating new platforms that we can continue to use in the future.

Finally, we can say that the fourth generation is more competitive than the previous ones. Nowadays, there are so many new bands and solo artists debuting in a year that it's hard to break through and become successful. Although there are more groups than before that make it to the top of the charts, just as many go under and disband after a short time.

What bands are part of the 4th Generation?

Among the most famous representatives are:

• (G)I-dle
• Ateez
• Stray Kids
• The Boyz

They debuted in 2018 or late 2017 and are generally counted as fourth generation, but some see them more as last representatives of third-generation.

• ITZY
• TXT
• Aespa
• Enhypen
• Treasure
• StayC
• Oneus
• Everglow
• AleXa
These bands all emerged in 2019 or 2020. But even some artists who debut only this year or in late 2021 have already reached so many milestones that they should definitely not be missing from the list:

• IVE
• Le sserafim
• NewJeans
• Nmixx
• Kep1er

The examples listed are, of course, only a fraction of the fourth generation. We could continue the list with many more artists like fromis_9, Loona, Cherry Bullet, IZ*ONE, AB6IX, Rocket Punch or Weeekly almost endlessly, but at least you got a small overview now.

Does your favorite band belong to the 4th Generation of K-Pop? Let us know in the comments!