Bridges over Clustered Stars: Homophily and Cultural Omnivorousness in K-Pop Listener Networks

• In Event: Communication, Information Technologies, and Media Sociology Section Roundtables
  In Refereed Roundtable (60 minute): 10. YouTube & K-Pop

Abstract

Listeners are known to follow artists’ music based on their musical tastes. The set of musicians followed by listeners can be grouped into clusters in which artists share similar characteristics. In this study on K-Pop musicians, we examine how artists are connected to one another through listener-based artist networks. While musicians are expected to cluster according to shared entertainment agencies, generational cohorts, and music genres, we pay particular attention to artists who crosscut and bridge these existing clusters. Using a comprehensive dataset of 294 major musicians, our findings yield two important findings. Firstly, exponential random graph models suggest that pairs of musicians are more likely to be connected when they share the same agency, produce common genres, belong to the same generation, or are both girl groups. Secondly, generalized linear models indicate that artists categorized as girl groups, those whose primary genre is ballad, and those affiliated with YG Entertainment are more likely to function as bridges connecting otherwise distinct clusters. These findings reveal that listeners of girl groups, ballad musicians, and YG-affiliated artists tend to exhibit omnivorous consumption patterns, engaging with a broad range of genres and artists. Our study contributes to cultural sociology by illuminating patterns of clustered and bridging consumption, while also offering practical implications for marketing strategies in the K-Pop industry.

Authors

• Hyehyun Hwang, Chung Ang University

• Byounghan Lee, Department of Artificial Intelligence, Ajou University

• Jeong-Woo Koo, Sungkyunkwan University

• Chan S. Suh, Chung-Ang University