One Pact, a rising artist, has caused intrigue and sparked debate with their recent promotional tactics, which were orchestrated by Armada Entertainment, their management.
The controversy sparked when a fan post on Daum Cafe, a well-known Korean forum, praising One Pact’s Yedam appeared on June 24.
The post, highlighting Yedam’s adorable aegyo and impressive dancing abilities, was titled “This Yedam guy is so cute!”and included a video as evidence.
Interestingly, netizens were drawn to the fact that Armada Entertainment themselves, rather than an average fan, had made the post.
The post contained a link that directed to One Pact’s official Instagram account, which exposed the management team’s involvement in the promotion, disguised as a fan’s enthusiasm.
Despite the initial criticism for the deceit, viewpoints quickly became divided.
Despite some negative reactions, the majority of internet users saw the stunt as a smart and positive approach to viral marketing, showcasing the hard work of smaller entertainment companies in showcasing their artists.
The event attracted attention on theqoo, a well-known Korean online forum, where members discussed the morality and efficiency of using such methods.
A user on theqoo shared their thoughts, stating “Since everyone is doing it, why should we make a fuss about it?”This sentiment was also expressed by others who saw the approach as endearing rather than dishonest.
Another individual commended the effort, affirming, “As it is not an unlawful path, I am hopeful for their success and for them to share the theqoo story as an anecdote later on.”
Additional remarks from supporters of K-pop:
- “Isn’t Yedam cute? The employees at small companies are working hard.”
- “Who doesn’t do viral marketing? Even theqoo is full of it.”
- “Wow, it’s such a wholesome viral marketing effort, it’s endearing.”
- “Did they even do the tap challenge for us? I find it really likable.”
Although unconventional, Armada Entertainment’s approach has resonated with certain segments of the online community, highlighting the difficulties that smaller agencies face when competing against larger, more well-established labels.
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