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Posted by exocomebaek AKP STAFF 6 days ago

[OP-ED] Gone so soon? The lack of promotion and marketing for EXO's 'Don't Mess Up My Tempo'

EXO

There has been a controversy over the marketing efforts, or lack thereof, for the latest EXO album 'Don't Mess Up My Tempo'. I can't believe that while many EXO fans highly anticipated the album since the group has not had a proper comeback for over a year since 'Ko Ko Bop', there have been little to no promotions for their new album. In this OP-ED, I try to analyze why this is so from SM's point of view in terms of marketing and from their stance as an entertainment company. Before we begin, I would like to state that as this article is written from my point of view as a hardcore EXO stan, some points might be biased, but I will try to see where SM is coming from.




With the long EXO drought that fans had to tolerate, this comeback was highly anticipated by EXO-Ls everywhere. Since the announcement of the new album over a month ago, fans were quick to pre-order the album long before the official release. In fact, even before the release of the album, DMUMT already broke records for being one of the most pre-ordered albums in the history of Kpop. With over 1.1 million pre-orders, EXO became quintuple million sellers even before their album was launched. With such hype for the latest album, fans started to become disappointed at how little promotions seemed to be lined up for EXO. 


While many groups actually confirmed appearances at variety shows and music shows, there was no mention of EXO appearing on any variety shows prior to their comeback. Right now, a week after their comeback, EXO has no variety shows lined up with the exception of the appearance of two members, Sehun and Baekhyun on an SM Entertainment special of 'Happy Together'. Also, although EXO was supposed to appear on a handful of music shows, there were quite a few canceled ones due to it being playoff baseball season in Korea, leaving EXO with only 2 music shows. Just a few days ago, it was announced that the last EXO fansign would be happening next week, which signifies the end of all promotions for their latest comeback which is a great injustice to EXO since they got little to no chance to promote for their latest album. Baekhyun also stated that they will be filming the MV for the repackage album just a few weeks after their comeback. With only one Vlive comeback stage, one appearance by two members on a variety show, two music shows, and two fansigns, it is obvious that not much was done to promote EXO in this comeback.




Many fans would immediately blame SM entertainment which is the entertainment company that manages EXO for this. However, from a marketing perspective, it does make sense why SM would do this. Looking at other popular SM groups, such as Girls' Generation and Super Junior, each time they have a comeback, little to no promotions are given to the group. Why? To put it simply, they don't need it. Girls' Generation and Super Junior are pioneers in the Kpop industry and they each have a solid fan base of millions who will definitely keep up and support their idol's new music with or without any promotion. In fact, it could result in a loss to SM for them to spend the additional money on promotions for them if the sole purpose for the promotions is to make fans happy. (I am not saying that it is right for them not to give older groups more promotions but I am trying to see it from a business point of view regarding why they would do this!) It could be that from SM's point of view, the number of new fans that can be gained from promotions would not be enough to cover the money that needs to be spent on the promotions of their senior groups. 


The reason why SM would do this to EXO would be because they probably see EXO in the same light as their seniors: a group that is already famous and big enough to not require more promotions to become even more famous (a group that can pull off 1.1 million pre-orders with little promotions). EXO's fanbase is strong and passionate and SM can definitely see that. Although EXO is not at a saturation point in terms of fan growth, SM can rely on the current fan base to support EXO even without spending a lot of money for their promotions. In fact, the fans themselves at this point have helped do more promotions for EXO than the company that manages them, with it being reported that fansites helped to pay for station ads and YouTube ads to promote EXO's new comeback. To put it short, SM hasn't done much to help promote EXO's new comeback other than posting on social media to get fans to stream the song.




The next reason why SM thinks that this is an okay move for EXO in terms of marketing is because of how well the group is doing with minimal promotions. "Ko Ko Bop" was also barely promoted, but still did amazingly. SM knows that EXO has a loyal fanbase that will support EXO despite the lack of promotions. In fact, right now, even without much promotions, "Tempo" is doing well on the charts and DMUMT has managed to achieve an "All-Kill" with all the songs, placing in the top positions of the chart without interruption. It is clear that EXO is still able to be successful without additional help from SM.


Although fans still continue to support EXO despite being disappointed in the lack of new content, many fans are more upset at how the members of EXO also seem to be upset at the lack of promotions as well. At the DMUMT comeback Vlive, members expressed their desire to get a chance to do more and be able to meet more fans. They have raised the fact that they will try their best to make more happen but not everything is in their control. From what the members have said, it seems like the decision of whether they will be given the chance to promote their new song and album is not in their hands.


The most upsetting thing for EXO fans would probably be that SM is completely capable of affording great promotion platforms for EXO but they just are going the extra mile to market the boys. It is clear that more attention is being placed on their junior bands such as Red Velvet and NCT. With the large amount of money being placed on NCT, to be able to send sub-unit NCT 127 to promote in the United States on multiple TV shows (not hating on NCT and Red Velvet here, they are great), and securing multiple variety show appearances for Red Velvet each comeback, it is clear that SM definitely does have the ability to give the groups they manage, excellent promotions. Who knows? In 4-5 years, when or if, NCT is firmly established and SM is debuting a new boy group, NCT fans might be the ones complaining about the lack of promotions for NCT while they still receive a large number of pre-orders for each comeback. It's a cycle.


Many people talk about the "Big 3" privilege which refers to a big budget, having great networking in place for promotions, and the benefits of being managed by one of the three top companies, JYP, YG, and SM. However, although it seems like while these companies have the ability and capital to give the groups they manage good marketing and promotions, they might just choose not to.


So what now? While there are many fans angry at SM for not giving EXO the promotion that they deserve, many fans are still extremely loyal to EXO and will continue to stream EXO's new songs and support them despite the lack of new content. We can only hope SM stops sleeping on the potential that EXO can reach if they got proper promotions and a chance to properly promote their new stuff for once.


SEE ALSO: EXO also achieve their first Billboard's Artist 100 top 10 entry this week



48 Share 65% Upvoted

21

SONE2011 6 days ago 3
6 days ago

Wait... IT'S DONE ALREADY!?!? This is Girls' Generation's Holiday/All night promotions all over again. Good thing they will have a repackage!!!!

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8

kangserina 6 days ago 1
6 days ago

If they didn't promote the main album, do you think they will promote the repackage?


well, i guess i have to be positive!

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0

SONE2011 6 days ago 0
6 days ago

yes! keep the hope!!!!!

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3

babydoll23 6 days ago 0
6 days ago

I'm still not over the Holiday Night/All Night "promotions" (if you can even call them that). SM has no respect for their senior groups at all.

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14

SharCx 6 days ago 0
6 days ago

why are some people surprised? SM shifted focus to nct long ago. exo is nothing more than a album milking machine with little to no effort. get scammed

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7

whatever101 6 days ago 0
6 days ago

TLDR: for SM EXO's time is UP so much like SUJU and TVXQ OUT with the OLD in the with NEW in this case NCT


Even tho EXO is STILL SM's No.1 cash cow much like SUJU when EXO debuted, SM is perfectly fine letting their popularity dissolve as they pump out their income into hyping up NCT instead

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7

codename_m 6 days ago 0
6 days ago

EXO-L , get use to it. It will happen a lot from now on, try learn how to be more patient from SONE and ELF ~ 😅

Anyway as much as I want blame SM, I knew its not all their fault, I believe they want their group keep promoting, every month if they can, I mean more money for them BUT if every members in group have different goal, it will be hard, specially if the group is already successful, its time for individual project, film, solo album, drama, mc, etc..

Isn't that what idol aimed since start? Chance to be success in their own way?

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6

vteebby 6 days ago 0
6 days ago

i really think that its because SM is putting it all on EXO's repackage and their new reality show. which is a shame because Don't Mess With My Tempo is a huge bop. but i'm guessing SM has a bigger bet on their repackage being bigger. which, i hope it is, and then SM might give them more promotion. but i understand the little promotion too. coming from an SM fan, i've seen it done with SNSD and SJ. when SM don't think they need that much promortion since they already have such a huge and solid fan base already, they dont need to do too many shows. the boys seems super excited about the promotion recently and didn't seem all that disappointed in the short promo. i'm guessing they know they have something big up their sleeves? i really hope so

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5

Louis_XIV 6 days ago 1
6 days ago

arent they about to start filming their reality show? hopefully we get a lot of new content soon.

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2

SharCx 6 days ago 0
6 days ago

exo?

content?

pick one.

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4

Shiv_love_kpop 6 days ago 2
6 days ago

Lack of promotions is just an excuse..... EXO was never highly promoted before but they achieved a lot .... Its just that their fandom is lazy this time and decide to blame it on SM... And i also saw a lot of exols telling that the title track was not upto their liking personally.... Maybe SM should have worked more on the tracks better rather than promotion...

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2

whatever101 6 days ago 1
6 days ago




???? when EXO debuted SM literally put their ass EVERYWHERE including their solo artist's releases like Zhou Mi and Henry and at their peak they were getting like 4 comebacks a year


this comment gives me deja vu since ELFs said the exact same thing when SUJU's promos started getting cut short too over EXO




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2

Shiv_love_kpop 6 days ago 0
6 days ago

Exo were promoted only when debuted until moderate fame ... After that EXO itself shone bright .. I didnt see them promote their next comebacks in any shows or much ...


Again,

What is the use of promotion ... EXO CBX was promoted heavily , had their own reality show , lots of vlives,

yet not a single win .... Where did all the exols go when promotion was given & come complaining when there is no promotion?

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1

Rosie28 5 days ago 0
5 days ago

Can't say that I'm surprised. If you been in kpop long enough, you know how SM works. It's not as bad as YG, but when Exo was debuting, they hyped the hell out of that group. They got predebut promos for over a year. It meant less attention for SJ and Shinee. Same thing with RV. Now they're focusing on NCT, pretty obvious for a casual fan.

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0

WNter 5 days ago 0
5 days ago

SHINee is an older group but they get active promotion every comeback. So I still think that something is wrong with EXO management. Fans are always happy to see their idols on different shows, IDK why EXO-Ls are practically devoid of it.

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0

Shiv_love_kpop 6 days ago 0
6 days ago

Exo were promoted only when debuted until moderate fame ... After that EXO itself shone bright .. I didnt see them promote their next comebacks in any variety shows or much ...

Again,

What is the use of promotion ... EXO CBX was promoted heavily , had their own reality show , lots of vlives & music shows,

yet not a single win .... Where did all the exols go when promotion was given & come complaining when there is no promotion?

Share

0

aldebaran 6 days ago 0
6 days ago

same happened (or worst) with SNSD All night/holiday and then with the sub unit, it's look like SM don't even care anymore. Also happened with last UI song, and still she won a lot of shows trophies

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0

Mkm 6 days ago 0
6 days ago

don't really blame variety shows promotion or fansign other artist sell more and they have more existence in charts and the news without promotion on variety shows..


(my own opinion) I feel exo focus more on individual activities. we all saw how many groups got famous all of sudden from the beginning of their career, they begin their own individual activities..what happened at the end..

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0

Lillysw 6 days ago 0
6 days ago

😂😂😂😂

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0

candye1127 6 days ago 0
6 days ago

It's okay EXO, I'd still be your die-hard supporter regardless. XOXO

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-1

DEVILSADVOCATE6 6 days ago 0
6 days ago

well it is true that SM did injustice to a brand like EXO

if only EXO had a more creative managing company, the lengths EXO could achieve would have doubled and tripled

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-1

nnani 6 days ago 0
6 days ago

THIS. EDUCATED PEOPLE WHO THINK BEFORE SPEAKING. THANK YOU. Instead of bashing and threatening the company and acting fake woke, which won't get you anywhere, if anything if you get noticed they'll ban you, try thinking before speaking and thinking on a business level, not your personal needs -_-. This article is so good!!!

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-4

tvladss 6 days ago 0
6 days ago

Twice's comeback will beat them anyway, why waste money on promoting? Smart move by SM lol.

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-14

Stopudelulu 6 days ago 7
6 days ago

or do you want hundreds of fansigns so that your oppas can sell more??


Bts sold more than 2 mils albums with zero fansigns


There's no point of extending promotions on music programs bc they can't win anymore. Twice is there. Exo should run away to save their face from humiliation

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13

yooonoon 6 days ago 0
6 days ago

Don’t drag other groups into this..

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1

11_SEO_jin 6 days ago 0
6 days ago

kkkkkkkkk you are such a stupid shame for this humanity , at least they know how to sing especially live and they have the best vocal line dont try you idiot actually they are one of thse rare idols who deserve be called artists , really talented and making good music , your life is pathetic

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1

Galaxyboo 6 days ago 0
6 days ago

Read your username again. Stop delulu. Opps.

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6 more replies

-14

Stopudelulu 6 days ago 10
6 days ago

why always blame no promotion when the group is flop? But what i see is that didn't sm go overboard with the teasers?


Bts' ly:answer is what you called zero promotion and it did extremely well. Well established group don't need that much promotion


Flop is flop. Don't make no promotion as an excuse

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5

yooonoon 6 days ago 0
6 days ago

What about not talking about bts on a exo post? And I though I know you’re a troll I would ask you to show some decency rather than what you’re showing right no

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4

Exol_Sehun 6 days ago 3
6 days ago

why you bring bts in a exo post?

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3 more replies

2

Galaxyboo 6 days ago 0
6 days ago

Why come when there's no news about your fav at all? Ahh i totally forget, rats always like that. Rats are everywhere. Again why you're here lol. Go and hyping your fav. Lololol

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6 more replies

-17

2NE1betterthanGG 6 days ago 5
6 days ago

shit group. shit album. this was expected. They will be forever on BTS shadow.

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2

11_SEO_jin 6 days ago 0
6 days ago

dont use 2ne1 to hide your ugly shitty existance

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0

Galaxyboo 6 days ago 0
6 days ago

Lololololol

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0

Chuck_T 6 days ago 0
6 days ago

Blow it out your ass moron...oh by the way BTS will fall someday then what are you going to do

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4 more replies

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