Since their conception in 2016, KARD has naturally acquired a foreign fanbase and IMO, their label was both unmotivated and ill prepared on how to capitalize on that.
I completely understand that DSP/RBW doesn’t have the same level of resources or connections as the bigger labels but to see Doechii, Latto, Megan the Stallion, GloRilla, Cardi B, Nicki Minaj, Flo Milli and even Ice Spice collaborating with K-pop and K-pop adjacent acts while KARD hasn’t had even a Korean feature since debut is nuts.
Not only is half the group fluent in English (though all 4 have a general understanding) but both their image and sound match so well with what’s currently going on in the West… I know the phrase is overused but it does feel like a waste. They should have graced Latin America, UK, and US day time/variety shows years ago and “Tell My Momma” should have been promoted overseas (probably as a digital single instead becoming their worst selling EP in SK).
Now, I don’t believe that KARD should be marketed to the general K-public just because ADP is here. The momentum is gone and I just don’t see a wide market for the group KARD has cemented themselves as in SK – but they should be monetizing and mobilizing them amongst the fans they are there.
After 9 years together, they have never had a full length album, merchandise is limited, they only release 4-5 songs a year max, and they don’t have a light stick despite touring every year since debut (minus 2020 – 2021 due to Covid). You’d think a global group like this would have more even amongst the rest of East Asia, becoming Festival staples but nope.
They are also severely lacking branding and sponsorship but that’s another conversation. At the very least, you’d think they’d be pushed on the Foreign friendly programing in Korea during their slower months.
Right now, KARD is planning both their 2nd Korean and 3rd World Tour and it feels like there should be more noise ahead of all that. Whether it’s a tour exclusive collab project (like Bad Bunny x reggaeton for South America, a Tyla x afrobeats for Europe) or Tiktoking like their lives depend on it (Katseye? F5VE?), I just wish they were promoted better.
KARD been around for a long time and have been able to sustain themselves just on music too, it’s never too late to pour more into 1 of the literal 2 groups in the company.
submitted by /u/AvatarKorrang
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