Cortis went viral right from debut

Cortis went viral right from debut in an era when boy groups are basically being ignored and the truth is they followed the K-Pop marketing formula to a T. First they chose a distinct sonic identity, that heavy autotune atmospheric trap vibe. One listen and you immediately know that it's Cortis. Even though it sounds really inspired by Travis Scott, but it's really unique in K-Pop. Before I even knew the members of Cortis, I heard their song out and about and I was like is that a song from Cortis? And again as I've mentioned in my other videos what makes a group instantly stand out is when they do the opposite of what is popular or when they bring something new to the table that's not really been done before. And right now in K-Pop I don't think there's any other group that's doing a very similar trap hip-hop kind of sound and Cortis came right in to fill that gap and that's what made them instantly recognizable. And second, this is a huge one. Cortis moved away from the badass, sexy boy group trope. They're not trying to seduce you, they're not trying to bite their lips and like all sorts of stereotypical boy group kind of moves. They look like teenagers having fun, chaotic, energetic, goofy. They feel like a breath of fresh air. And I actually read an article which said that Cortis is actually trying to tailor to the teenage boy gaze, not necessarily the female gaze. Third, they debuted with one instantly recognisable member, Martin. In the early stages of any group or any brand for that matter, you need to have one instantly recognisable member that the public can just latch onto. For Cortis that is Martin. That spiky blonde hair, 190 cm height, he is the visual anchor of the group. In the consumer mind when they're still not so familiar with the group, they remember Cortis as the group with four guys and one tall guy. So if you're a brand think about what would make your brand instantly stand out. It could be your logo, your colours or just an instantly recognisable product. This way you'll be able to build initial recall. Fourth, real star power across the group. There is no dead weight in this group. Every single member is just so energetic, charismatic. It feels like they're literally having fun on stage. Keonho is even crowned as the it boy of the 5th Gen and the members took part in the production of their entire album. So not only do they have the looks, they also have the talent and star power to back them up. Every single member pops and that gives the group longevity beyond the initial hype. So what do you guys think? I plan to make a substack analyzing different K-Pop groups and also the different K-Pop marketing strategies and formulas. So if you like to see that comment down below and if you like K-Pop and marketing, follow for more.