K-pop
Marketing

Many agencies have presented new idol groups to an audience through a "debut showcase" which consists of online marketing and television broadcast promotions as opposed to radio. Groups are given a name and a "concept" along with a marketing hook. These concepts are the type of visual and musical theme that idol groups utilize during their debut or comeback. Concepts can change between debuts and fans often distinguish between boy group concepts and girl group concepts. Concepts can also be divided between general concepts and theme concepts, such as cute or fantasy. New idol groups will often debut with a concept well known to the market to secure a successful debut. Sometimes sub-units or sub-groups are formed among existing members. Two example subgroups are Super Junior-K.R.Y., which consists of Super Junior members Kyuhyun, Ryeowook, and Yesung, and Super Junior-M, which became one of the best-selling K-pop subgroups in China.

Online marketing includes music videos posted to YouTube in order to reach a worldwide audience. Prior to the actual video, the group releases teaser photos and trailers. Promotional cycles of subsequent singles are called comebacks even when the musician or group in question did not go on hiatus.
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