I think this is always very fascinating and I love it personally because it’s how a fan knows a comeback is coming soon even if it’s not been officially announced. Do you guys like it as well? If so what’s your favorite version so far?
There’s multiple examples of this marketing tactic but probably the most popular was NewJeans being filmed doing a dance challenge for “Super Shy” in Portugal. Whether this was planned or not (since the actual Mv shoot no one was allowed to leak it until it came out) isn’t really the point but the impact was favorable.
The clip went viral as many people didn’t believe it to be NewJeans claiming the dancing was “weird”. This marketing tactic was used more before NewJeans but their version was undoubtedly the most talked about on social media.
This has resulted in other 5th gen groups trying to the same strategy in European countries such as KISS OF LIFE (Poland), RIIZE (Portugal), and now KiiiKiii (Italy). Prior to NewJeans K-Pop groups did this mainly in the US, Los Angeles and New York.
Based on the reactions to KiiiKiii doing this it seems like people still haven’t grasped it’s a marketing tactic and that the sets aren’t actually being leaked. Choosing to record in a very public area you’re bound to be seen and filmed. The company does this on purpose to get you to talk about the comeback. If they didn’t want it being filmed it’d be more secret and they’d have passerbys sign an NDA.
KATSEYE has done this too, they do this the most having demos “Leaked”, photo/look book shoots “leaked”, and more. It’s also popular amongst the film industry like the new Spiderman movie doing filming in front of fans.
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