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Album Inclusions
Album Inclusions
K-pop's catchy music and captivating performances are undeniably engaging and are one of the stand-out elements of the K-pop genre's continued success. But one might suggest that the genre's true innovation lies in its masterful use of meticulously crafted albums and other merchandising to foster fan engagement. These albums transcend the traditional music format, transforming into coveted pieces of art. Beautifully designed packaging, photobooks brimming with stunning visuals, and collectable photocards create a sense of exclusivity for each album version, enticing fans to collect them all and in turn, propelling the album to chart-topping success. But the artistry goes deeper than just aesthetics. Photobooks often weave narratives, teasing a story connected to the album's theme or the group's ongoing lore. This cultivates a deeper connection between the fans, the music and the artist. Fans become invested in deciphering the storyline, sparking online discussions and theories that solidify the vibrant fan community.
Pictured above are some of the various inclusions of a Seventeen album. Seventeen is a 3rd generation group that debuted in 2015. This album is called 'Seventeenth Heaven' and was released in October 2023. This album was praised not only for the music but also for the consistency of concept and theme across all promotional materials. Like many other K-pop groups, Seventeen released multiple versions of this album. Pictured is the 'PM 2:14' version of the album which contains A poster, lyric booklet, photobook, Postcard (group photo), sticker, 3 random photocards, Festival-style wristband, and a paper art kit.
Scan from Emily Durant's collection
Scan from Emily Durant's collection
Also pictured is a different Seventeen album - Seventeen's FML album released in April 2023. To best illustrate the variety found in more recent K-Pop albums, we have included all three possible 'versions' of the FML album. These albums can be differentiated, for the most part, by the colour of the outside box but also through small differences in the inclusions. While all of the albums contain the same items (a photobook, a lyric book, a sticker, 2 photocards, a bookmark, and a poster), the 'concept' of each version is subtly different. The 'faded mono life' version, for example, features the members in office attire and working on computers.
All images photographed from the library collection
Photocards
Photocards
Once a simple album perk, photocards have become a cornerstone of K-pop fan culture. Unlike other album inclusions, photocards come in a random assortment in each album, turning purchases into thrilling hunts for specific idols or rare variants. Fans document their 'pulls' (acquired photocards) online, which has resulted in a vibrant online trading scene and even online platforms and apps dedicated to swapping unwanted cards to complete collections.
But photocards are more than just collectables. For some, they become miniaturised representations of their idols, inspiring a new and creative form of fan expression. Fans decorate their photocards with stickers and charms, personalising them and showcasing collections in elaborate displays. Social media has also helped to foster a sense of community by connecting collectors and encouraging the sharing of decorating ideas.
However, the pressure to complete collections and the rarity of certain photocards necessitates buying multiple 'versions' of the same album. This can lead to excessive spending and an atmosphere of competition and toxicity within the fandom. Despite these drawbacks, photocards remain a compelling testament to K-pop's ability to transform everyday objects into powerful symbols of fandom and artistic expression.
For some fans, the focus on visuals has begun to overshadow the music itself. This perhaps is what has contributed to the stereotype of K-pop as being a superficial and expensive hobby. Nevertheless, if one were to take time to truly understand the artistic efforts that go into each K-pop album, one would see how the money-making element of album production plays only a small part in the rich tapestry of K-pop. Despite the underlying intentions of the entertainment companies, The beauty of K-pop albums, and the other visual elements of K-pop, lies in their ability to challenge and explore the boundaries of fashion, beauty and gender expression. It's this intricate blend of music, visuals, and community that fuels K-pop's global success. This exhibit, showcasing the diverse expressions of K-Pop fandom, hopes to act as a bridge for those curious to delve deeper and appreciate the artistry and passion that drives this cultural phenomenon.
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