Kpop Marketing Strategy How I would re-brand MEOVV

@yoyotwinkles

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MEOVV

Why it worked

The video offers a clear, actionable rebranding strategy for a specific K-pop group, tapping into the popular trends of high fashion and minimalist aesthetics within the music industry. By providing concrete examples and explaining the 'why' behind each suggestion, it resonates with fans interested in both marketing and K-pop.

Summary

The creator proposes a rebranding strategy for the K-pop group MEOVV, suggesting a shift from a hip-hop/girl crush concept to a high-fashion, minimalist aesthetic. They also advise simplifying choreography to highlight the members' natural aura and adopting a distinct atmospheric synth-pop sound to stand out in the current market.

Structure

1Introduce MEOVV's potential and current lack of breakout moment.
2Propose a 'High Fashion Idols' concept, highlighting members' visuals.
3Suggest a minimalist, luxurious, editorial visual language, citing Winner as an example.
4Advise simplifying choreography to emphasize aura over complex moves.
5Recommend an atmospheric synth-pop sound, citing examples like f(x), Kim Lip, and Jennie.
6

Original caption

MEOVV has the visuals, the talent, and the star power — the missing piece is the ✨right concept✨. Right now, their concepts don’t match the expensive, model-esque energy the members naturally radiate. And in marketing, doing what everyone else is doing doesn’t make you iconic — doing the opposite does (watch my other video on this!) While the industry is saturated with girl-crush, hip-hop-leaning concepts, MEOVV should pivot into a more minimalist, high-fashion concept — the kind that feels editorial, hypnotic, and cinematic. Can you imagine them performing a synth-funk, urban R&B song like Eclipse by Kim Lip? 🤩 (Btw check out the writer Charli Taft’s songs — every song is soooo dreamy) The members already look like models. The potential is sitting right in front of them, and the right branding will send them to the moon. 🪄✨ #branding #marketing #founder #creativedirection

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On-screen text

Kpop Marketing Strategy How I would re-brand MEOVV change their entire concept to the "High Fashion Idols" I mean look at this line up there is zero visual hole Ella and Gawon have their high fashion model look they look like runway models and even Anna, Suin and Narin all of them are absolutely stunning as a group honestly their visuals are unmatched so why aren't we leading into that right now it feels like the girls are forcing themselves to fit into a hip hop girl crush kind of concept instead of choosing a concept that actually fits them high-fashion, luxury house identity I'll give them a high fashion, luxury house brand identity think Miu Miu Energy and something that's really similar is Winner's 2014 S/S album which is honestly a masterclass in turning a group into a fashion label the runway debut the magazine layouts and even the minimalist merch everything came together and built a really cohesive so for Meovv instead of the current hiphop girl crush concept I'll go minimalist, luxurious elegant, sophisticated a visual language that feels high fashion and editorial identity stickiness this will give Meovv identity stickiness Meovv would instantly become the editorial idols they'll be the group with a recognisable aesthetic that people can just describe in one sentence and that's how groups go viral quiet luxury concepts age & MARKET incredibly well quiet luxury concepts market and age incredibly well they create aspirational distance timeless visuals, mystery and stronger brand memory and this will work especially well right now because every single group is doing hip hop girl crush, noisy maximalist kind of concepts and Meovv will stand out instantly simplify the choreography Second, I would simplify their choreography please don't come for me I am a huge Meovv fan and I know they're super talented and their dance breaks are so iconic but honestly, right now their choreo exposes their weaknesses more than it highlights their strengths they will shine more in just aura power rather than brute force dance and if every single group is doing crazy dances right now they will also naturally stand out with a more minimalist and clean choreo I'll give them a dance that's built around clean lines soft movements elegant flow and effortless confidence 4 Walls by f(x) elegant but unforgettable the SOUND they need a distinct sonic identity atmospheric synth-pop lane something like Eclipse by Kim Lip Seoul City by Jennie Four Walls I'll go for sound that is distinct dreamy and instantly recognizable as Meovv pop is a genre that isn't really dominated by groups right now so Meovv can really hop in and meet the market demand and again it would instantly set them apart in our current sea of dance pop hip hop and EDM music that we are drowning in right now I am a huge Meovv fan, I love Ella I love Gawon and I truly think that they are sitting on a lot of untapped potential they just need the right branding and marketing strategy for them to truly just blow up Kpop Marketing Strategy How I would re-brand MEOVV If you like K-pop and marketing, follow for more

Transcript

MEOVV has the perfect formula of a viral girl group but they've not hit their break out moment yet and if I were to rebrand Meovv this is exactly how I would do it as someone who has co-founded two brands and studied K-pop marketing for over 10 years. I would change their entire concept to the "High Fashion Idols". I mean look at this line up, there is zero visual hole. Ella and Gawon have their high fashion model look, they look like runway models and even Anna, Suin and Narin, all of them are absolutely stunning as a group. Honestly their visuals are unmatched. So why aren't we leading into that right now? Right now, it feels like the girls are forcing themselves to fit into a hip hop, girl crush kind of concept instead of choosing a concept that actually fits them. I'll give them a high fashion, luxury house brand identity. Think Miu Miu energy. And something that's really similar is Winner's 2014 S/S album which is honestly a masterclass in turning a group into a fashion label. The runway debut, the magazine layouts and even the minimalist merch, everything came together and built a really cohesive, luxurious world. So for Meovv, instead of the current hiphop, girl crush concept, I'll go minimalist, luxurious, elegant, sophisticated. A visual language that feels high fashion and editorial. This will give Meovv identity stickiness. Meovv would instantly become the editorial idols. They'll be the group with a recognizable aesthetic that people can just describe in one sentence. And that's how groups go viral. Quiet luxury concepts age & MARKET incredibly well. Quiet luxury concepts market and age incredibly well. They create aspirational distance, timeless visuals, mystery and stronger brand memory. And this will work especially well right now because every single group is doing hip hop, girl crush, noisy, maximalist kind of concepts. And Meovv will stand out instantly. Second, I would simplify their choreography. Please don't come for me, I am a huge Meovv fan and I know they're super talented and their dance breaks are so iconic. But honestly, right now their choreo exposes their weaknesses more than it highlights their strengths. They will shine more in just aura power rather than brute force dance. And if every single group is doing crazy dances right now, they will also naturally stand out with a more minimalist and clean choreo. I'll give them a dance that's built around clean lines, soft movements, elegant flow and effortless confidence. Think "4 Walls" by f(x) - elegant but unforgettable. Third, the sound. They need a distinct sonic identity. I'll go for the atmospheric synth-pop lane. Something like "Eclipse" by Kim Lip, "Seoul City" by Jennie, and "Four Walls". I'll go for sound that is distinct, dreamy and instantly recognizable as Meovv. Synth pop is a genre that isn't really dominated by groups right now, so Meovv can really hop in and meet the market demand. And again, it would instantly set them apart in our current sea of dance pop, hip hop and EDM music that we are drowning in right now. I am a huge Meovv fan, I love Ella, I love Gawon and I truly think that they are sitting on a lot of untapped potential. They just need the right branding and marketing strategy for them to truly just blow up. If you like K-pop and marketing, follow for more.