The Coachella Valley Music and Arts Festival has begun, and with it, there’s a guarantee that it’s going to be an explosion of talent. Coachella 2024 offers the best of the music scene, so given the progression of K-pop into the mainstream, it’s only to be expected that it will continue to gain ground in the lineup.
In 2024, global phenomenon Blackpink triumphed as the first K-pop girl group to ever perform on the Coachella stage. But in 2023, Jennie, Jisoo, Rosé, and Lisa’s greatness felt undeniable as they made history as the first K-pop artists to headline in what was a show full of glamour and exuberance.
The Korean music industry makes inroads at Coachella
Blackpink ‘s performance is a testament to the cultural avalanche that K-pop has become, and it could be argued that, to a certain extent, it was one of the keys to ATEEZ and LE SSERAFIM being able to make their mark on this year’s charts. But Korean pop music is no stranger to the Californian desert, as other artists connected to this industry have already graced the Coachella stage.
Though not exactly K-pop, electronic music duo EE was the first South Korean act to perform at the festival in 2011, while K-Hip Hop group Epik High, consisting of Tablo, Mithra Jin, and DJ Tukutz, did so in 2016. Epik High is a pioneer in the South Korean entertainment world, having inspired other greats such as BTS and SEVENTEEN.
On the other hand, there are contributions from 88rising, the record label created by Sean Miyashiro, which aims to put Asian talents in the spotlight. In 2022, 88rising organized a set of performances that included soloist BIBI and the female group Aespa. In addition, that same year, the reunion of the renowned quartet 2NE1 took place, orchestrated by its leader CL, who was also part of the all-star lineup called by the American label.
Other artists worth highlighting include Hong Kong-born Jackson Wang, a member of the K-pop group GOT7 and the first artist of Chinese origin to shine in the Coachella Valley, Korean-Australian singer DPR IAN, rapper DPR LIVE and LØREN, a singer-songwriter and producer who has worked with G-Dragon and Blackpink.
Between the complexity of their lyrics (based on tales of pirates and alternate worlds), visceral choreography, and compositions filled with sonic experimentation, ATEEZ makes each of their performances an unrepeatable experience. So, don’t be surprised if rumors spread that the group caused seismic movements during their performance at the festival.
The octet, consisting of Hongjoong, Seonghwa, Yunho, Yeosang, Mingi, Jongho, Wooyoung, and San, debuted in October 2018 under the backing of KQ Entertainment, an entertainment company that was relatively small at the time. However, ATEEZ’s potential and conviction were stronger than any limitations, and the first year of their career was accompanied by three extended plays, their first full-length album, and a world tour. It was an atypical but highly impactful strategy, especially for a group that was just beginning to take off in the industry.
Today, ATEEZ is one of the pillars of the fourth generation of K-pop, and being the first male group to attend Coachella is the culmination of years of effort.
THE SSERAFIM
The girls of LE SSERAFIM – Chaewon, Sakura, Yunjin, Kazuha, and Eunchae – arrive in Indio, California, with a trail of success behind them. They concluded 2023 with the release of Perfect Night, their first single recorded entirely in English, which topped the Circle Digital Chart for six consecutive weeks. Later, in January, the group also released their third mini album, titled EASY, which has sold more than one million copies and won nine victories on South Korean weekly shows.
LE SSERAFIM ‘s performing skills will be paramount to making their mark at Coachella 2024, but considering the combative spirit of their name (an anagram of the phrase I’m Fearless ), there’s no doubt the quintet will be up to the challenge.
K-rock will also be present at Coachella
The Korean music industry is a multidimensional space that spans several genres, including K-rock. This is where the cathartic art of The Rose is forged, an indie band – comprised of Woosung, Dojoon, Hajoon, and Jaehyeon – whose story has flourished despite the ups and downs.
After gaining popularity through busking sessions and bar performances, The Rose took the first big leap in their career in August 2017 by releasing the single Sorry. The song was warmly received, so the band’s promising career went (almost) full steam ahead until February 2020, when the request for termination of contract due to mismanagement by their company was made public. The legal battle took place alongside the enlistment of Dojoon, Jaehyeon, and Hajoon, so The Rose paused activities indefinitely.
But after the storm comes the calm, and The Rose was able to return to the stage in 2022, thus writing a new chapter – which already includes a couple of full-length albums – with the help of the Transparent Arts label, founded by the hip hop group Far East Movement. The quartet has already made an appearance at other music festivals around the world such as Lollapalooza or the British Summer Time in Hyde Park, so Coachella will be the next destination to conquer.