TWICE’s “Strategy” Continues to Resonate: A Look at K-Pop’s Expanding Influence
TWICE recently revisited their hit song “Strategy” on The Tonight Show, a performance highlighting the track’s continued success and its surprising journey into the animated world of KPop Demon Hunters. Originally released in December 2024 as part of their EP of the same name, “Strategy,” featuring Megan Thee Stallion, is proving to be more than just a catchy tune.
From Music Charts to the Big Screen
The inclusion of “Strategy” in KPop Demon Hunters, currently nominated for Best Animated Feature at the Oscars, demonstrates a growing trend: the integration of K-pop into broader entertainment landscapes. The song also appeared on the film’s soundtrack, with a fresh recording, “Takedown,” by TWICE members Jihyo, Chaeyoung and Jeongyeon. This isn’t just a one-off collaboration; it signals a strategic expansion of K-pop’s reach beyond traditional music consumption.
Breaking Barriers: TWICE’s Global Milestones
TWICE’s achievements extend beyond soundtrack features and late-night show appearances. Last year, the group made history as the first female K-pop act to headline Lollapalooza, an event affectionately dubbed “Twicepalooza” by fans. They also broke ground as the first K-pop group to perform at the Victoria’s Secret Fashion Show. These milestones underscore K-pop’s increasing mainstream acceptance and its ability to draw large, diverse audiences.
The “KPop Demon Hunters” Effect: A New Avenue for K-Pop Exposure
KPop Demon Hunters has grow a cultural phenomenon, winning a Golden Globe and Critics’ Choice Award for its lead song, “Golden,” and receiving an Oscar nomination. This success has, in turn, amplified the exposure of its soundtrack, including TWICE’s contributions. The film’s international sensation has proven to be a significant boon for the artists involved, demonstrating the potential of animated films as a powerful platform for K-pop promotion.
A Shift in Industry Perspective
Chaeyoung of TWICE noted that the group embraced the project for its fun and challenging nature, recognizing it as an opportunity to explore a different musical style. This willingness to experiment and collaborate highlights a shift in the industry, where K-pop groups are increasingly open to ventures outside of their established comfort zones. The group’s members expressed gratitude for the unexpected success of the film and its soundtrack, noting its impact on Billboard charts.
Future Trends: What’s Next for K-Pop and Cross-Media Collaborations?
The success of “Strategy” and KPop Demon Hunters points to several emerging trends:
Increased Integration with Animation and Gaming
Expect to see more K-pop artists collaborating with animation studios and video game developers. The visual nature of K-pop, with its elaborate music videos and choreography, lends itself well to these mediums. This synergy can create immersive experiences for fans and attract new audiences.
Soundtrack Opportunities as a Growth Area
Soundtracks will become an increasingly important revenue stream and promotional tool for K-pop groups. The exposure gained from films, television shows, and video games can significantly boost an artist’s profile and introduce their music to a wider demographic.
Expansion into New Markets
K-pop’s global reach is expanding rapidly. Collaborations with Western artists and participation in major international events, like the Victoria’s Secret Fashion Show, will continue to drive this growth. The industry is actively seeking opportunities to penetrate new markets and build lasting relationships with fans worldwide.
FAQ
Q: What is “Strategy” by TWICE?
A: “Strategy” is a song by TWICE featuring Megan Thee Stallion, released in December 2024 as the lead single from their EP of the same name.
Q: What is KPop Demon Hunters?
A: KPop Demon Hunters is an animated film featuring music from TWICE and other artists, and is nominated for an Oscar.
Q: Did Megan Thee Stallion perform with TWICE on The Tonight Show?
A: No, Megan Thee Stallion did not join TWICE for their performance on The Tonight Show.
Q: What awards has KPop Demon Hunters won?
A: KPop Demon Hunters has won a Golden Globe and a Critics’ Choice Award.
Pro Tip: Keep an eye on K-pop groups’ social media channels for announcements about upcoming collaborations and projects. This is often the first place fans will learn about new ventures.
Want to learn more about the latest trends in K-pop? Explore our other articles on the topic and subscribe to our newsletter for exclusive updates!