What makes Lalisa Manobal a successful female musician in the competitive industry of K-pop?
Lisa was awarded the title of most followers on Instagram for a K-pop artist with 86.3 million followers as of 19 January 2023.
Lalisa Manobal, a Thai rapper and dancer is a member of the South Korean girl group BLACKPINK, that debuted in 2016 under YG Entertainment. On September 2021, she made a solo debut with her single album ‘LALISA’. Lisa has set three Guinness world records as a solo artist, the second being the first Solo Kpop winner at the MTV VMA and MTV EMA, and her single album was the most viewed YouTube music video by a solos artist in 24 hours with 73.6 million views.
Why Lisa’s solo debut received success that many artists in Korea failed to achieve?
Her skill, personality, charisma in combination with YG Entertainment and BLACKPINK as a whole have set her up for massive success online. The use of EDM, hip-hop, catchy harmonies tying in with impressive choreographies fuelled the group’s image of being powerful girl icons creating a badass feeling that is contagious throughout their performance. Their outstanding skills and visuals, helped them build a large loyal fan base online and their use of English lyrics helped them to be remembered globally.
Creating the ultimate online presence through Youtube
By releasing high-quality music videos and vlogs, Lisa effectively increased her global reach by creating a sense of community. The feeling of connection with a song/artist also leads to word-of-mouth advertising. Digital platforms such as Youtube, iTunes and Spotify allows their music to be massively distributed. BLACKPINK now has 84.3M subscribers and three Billboard chart records. Lisa also has her own channel ‘Lilifilm Official’ with 10.8M subscribers.
The power of Instagram (@lalalalisa_m)
Lisa is the global ambassador of the luxury brand Celine and BVLGARI. Her Instagram post mostly consists of multi-million-dollar partnerships as her influential power and her skill as a model is exceptional. Stunning pictures actively engage the target audience that Instagram mostly has, which are female and Gen Z, therefore, sponsorships help her remain in the public eye, even when there are no comebacks. Her estimated cost per Instagram-sponsored post is up to $ 200,000 and during Paris Fashion Week she was announced the influencer with the highest Earned Media Value of $29 million.
Hedi Slimane selected Lisa as his first global ambassador in September 2020, they have been able to increase their prices three times in one year. Earning the title of “the fastest growing luxury brand”, their value increased by 118% to $1.5 billion according to Brand Finance.
Although I think she can create a stronger online presence using TikTok and Weibo, the impact she made now still shook the world and I think we can all agree that Lalisa Manobal’s online presence is truly extraordinary.
