The group CORTIS (CORTIS) is proving firsthand why Iyoo is 'successful,' presenting a new paradigm for K-pop promotion beyond a simple comeback. Their 'different approach' that crosses digital and analog realms is drawing attention from not only Generation Z but also the music industry.
CORTIS (Martin, James, Juhun, Sunghyun, Geonho) is maximizing the cohesion of their fandom with three-dimensional promotions that ignore the boundaries between online and offline ahead of the release of the mini album "GREENGREEN."
What draws the most attention is storytelling using map services. CORTIS chose a bold method of leaving reviews directly on Google Maps tied to major album shooting locations and related memories. From the streets they used to frequent before debut to behind-the-scenes of a songwriting camp at an L.A. studio, they laid out the members' sincere narratives on a digital map.
In particular, the strategy of 공개ing the latitude and longitude coordinates of shooting locations along with photos on official social media turned fans into 'digital detectives.' Fans around the world tracked the coordinates and followed their traces in what was called a 'digital pilgrimage,' and this was seen as clever marketing that went beyond mere information delivery to get fans directly involved and immersed.
The 'raw' appeal offline was also a hot topic. In March, CORTIS carried out guerrilla performances without prior notice at Dongmyo toy street, Hongdae and Ttukseom. They visited actual places mentioned in the lyrics of their debut song "FaSHioN," giving fans unforgettable memories and delivering a fresh shock to the general public.
They showed the confidence of a 'young creator crew' by stimulating nostalgia for the early-2000s variety show "guerrilla concert" that excited the nation, while also unexpectedly revealing a live performance of the yet-to-be-released new song "YOUNGCREATORCREW."
Marketing that appealed to analog sensibilities on college campuses also hit the mark. Banners with witty phrases such as "new song arrival best" and "do not play repeatedly during exam period" caught students' eyes. Scanning the QR code on the banners was designed to link to the Spotify pre-save page, showing a perfect consolidation of analog and digital.
These strategies immediately showed up in the numbers. As of the 13th, the number of Spotify pre-saves surpassed about 684,000, and according to distributors YG Plus and Universal Music, pre-order volume reached 1,969,384 copies in two weeks. That effectively signaled a pre-announcement of becoming a double million seller even before the official release.
Meanwhile, CORTIS will continue the comeback heat by pre-releasing the title track "REDRED"'s audio and music video on the 20th. Then on May 4 they will officially release the mini album "GREENGREEN," which contains six tracks, and begin full-scale activities.
[Photo] Big Hit Music (HYBE)
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