Viral KBS Music Bank TikTok challenge stairs to use a ticketing system following increased demand

On March 29, 2024, X user (@AboutMusicYT) shared that K-pop idols must acquire a ticket in order to participate in the TikTok dance challenges on Music Bank. In response to the overwhelming demand and increase in filming of these challenges for social media, Music Bank has designated a special filming zone for idols to complete this task.

Prior to the pandemic, Zico, a South Korean rapper and record producer, kickstarted the dance video trend with MAMAMOO’s Hwasa through his song Any Dance. Following this, numerous K-pop acts such as BTS, BLACKPINK, Le Sserafim, Stray Kids, and other idol groups and musicians have also embraced this trend. By 2024, it has become a crucial component of the K-pop promotional calendar for every new release.

A crucial aspect of this trend involves creating a dance challenge video for each comeback performance by the artist at Music Bank.

UMG and TikTok’s feud could impact K-pop’s dance video challenge

“Dance Challenges”can be divided into two main categories. The first type begins when an artist releases a new song and encourages others to participate in the challenge by recording a video with other celebrities and sharing it online. The second type occurs when a public figure uploads a video of themselves dancing to a particular song.

Nowadays, it has become customary to include a section titled “challenge choreography,”despite the fact that idol group choreography remains difficult.

Starting in March 2024, K-pop artists will lose the ability to make a profit from the platform. Due to the platform’s failure to reach a new license agreement with Universal Music Group (UMG), several K-pop songs associated with UMG have been silenced on TikTok.

UMG has stated that TikTok is not adequately compensating songwriters and artists for the use of their songs on the app. Additionally, the company is worried that an influx of AI-generated music could oversaturate the market and devalue music created by humans.

As a result of TikTok’s alleged attempt to form a music-based company without properly compensating artists, Universal Music Group has ceased licensing content to the platform. In response, TikTok has accused Universal Music Group of prioritizing their own interests over those of artists, songwriters, and fans.

Despite numerous attempts to find a solution, the disagreement over TikTok’s payment to artists ultimately led to the termination of UMG’s license in February 2024. As a result, TikTok was forced to remove UMG’s extensive library of over three million songs from its platform.

In the meantime, K-pop and Korean artists are using Instagram as the primary platform to share their dance challenge videos, as the music from all Universal Music Group artists, such as BTS, BLACKPINK, TWICE, NewJeans, SEVENTEEN, NCT 127, Taylor Swift, Billie Eilish, Ariana Grande, Harry Styles, and others, has been removed from TikTok.