The group UNIS has rewritten the rules of promoting their new song, launching a wave of excitement with 'SWICY.'
UNIS (Jin Hyun-joo, Nana, Jelly Dongka, Kotoko, Bang Yoon-ha, Elisha, Oh Yoon-ah, Lim Seo-won) performed on the comeback stage of MBC M's 'Show! Champion' on the 23rd. Notably, a viral film for 'SWICY' featuring actor Hyun Bong-sik was also aired during this broadcast, capturing interest.
The 'SWICY' viral film is a promotional piece commemorating UNIS's new song release, depicting relatable 'SWICY' situations in a short advertisement. The witty planning and unexpected combinations have captivated global fans, receiving high praise as an innovative album promotion and gaining immense popularity online.
Above all, it is interesting that this video was aired on a music show. Typically, the artist's comeback video released before a full performance is composed mainly of snippets of the new song and member introductions. UNIS uniquely utilized the 'SWICY' viral film, leaving a strong impact even before the stage. It is a clever maneuver that actively employs channels capable of capturing the attention of global K-pop fans.
This process also reveals a well-crafted strategy. The agency F&F Entertainment did not stop at simply producing entertaining viral videos, but organized them in conjunction with music show broadcasts. From the initial planning stage, they meticulously designed the timing and channels for exposure, enhancing the quality of both the music and marketing. In the industry, there is positive feedback regarding the bold attempt by the emerging agency to break away from standardized promotional formulas, suggesting that 'there is a way to promote new songs like this.'
The response to 'SWICY,' enriched with freshness, is hot. UNIS recorded their first music show win on 'Show! Champion' aired on this day. Additionally, 'SWICY' topped the iTunes album charts in 14 countries and also made its mark on major domestic music charts like Melon and Bugs. The music video has surpassed 11.5 million views, proving its popularity among global listeners.
Actor Hyun Bong-sik, who participated in the collaboration, has also seen a rise in popularity. Hyun Bong-sik is set to appear as the host for the 5th episode of season 7 of 'SNL Korea.' There are speculations that the 'SWICY' viral film, which heated up social media, has given momentum to his activities.
In this way, UNIS's 'SWICY' viral film is also noted as an example of how idols and actors can create explosive synergy with each other. UNIS invigorated their content with unique promotions, while Hyun Bong-sik expanded his reach to new fan bases.
With fresh music and an unconventional strategy, UNIS has opened the curtain on the 'SWICY' wave. Attention is focused on what further steps they will take to bring a new breeze to the K-pop market.
[Photo] MBC M 'Show! Champion' broadcast capture, F&F Entertainment
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