NCT, 127 Members, and what could the future bring?

NCT 127 Beyond Live Concert

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First, permit me to preface this post with a disclaimer. Everything written here are my thoughts on a hypothetical opportunity NCT could choose to take in the future.

I often contemplate how idol lives can be improved. NCT in this case. Granted, I do not claim to understand the challenges they face or opportunities they have had. However, as a longtime fan of K-pop in general, 2010er here and proud of it! I have long been aware of the toxic fan culture that companies continue to support and at times instigate. Resulting to the detriment of not only the idols/groups and industry, but the fans themselves. I highly doubt anyone can agree that the lengths fanatic fans go to leads to a fan’s happiness. That is a completely other topic though!

In 2020, NCT released Resonance. Can’t believe it has already been three years since then. That was right during the height of the pandemic. If anyone recalls the Beyond Live shows, after watching those I started following NCT more seriously. A year later in 2021 Taeyong started to release his self-made music on SoundCloud. Over the next three years, as I followed the members through NCT’s YouTube channel(s), Johnny’s communication center episodes, VLives, eventually the member’s personal Instagram accounts, and Taeyong’s YouTube channel. I had a thought that has kept resurfacing over the years.

Now, when the news release that three members of EXO had filed a lawsuit against SM this year regarding payment and the extension of their contracts. Granted, I acknowledge this issue has been resolved. However, the lawsuit situation brought my mind back to an idea and I felt it prudent to write. Particularly because it could be a viable opportunity for any idol group in the future, not just SM artists.

Que another disclaimer, pesky things aren’t they.

I am partial to SM artists for a lot of reasons that I won’t go into here. Though I will say, simply being from SM doesn’t mean I automatically like a group. If anything, being signed to SM makes them more pitiable for how they are managed. Granted again, I don’t know the depths of what hardships they face, but I can logically come to several conclusions with observing how the company handles things like scandals over the years. Yet again, the topic of scandals and how the company handles them is for another day.

On to my idea. First, after watching Taeyong not only write his own music, lyrics, retain other idols such as Baekhyun and Seulgi to duet with, produce his music with other industry professionals, release his songs in a way that he can monetize. Then learn he is such a pivotal person in making NCT what it is today, through his musical and dance contributions among other things.

Now, consider all the other members too. Johnny, Yuta, Jaehyun, Jungwoo, Haechan, Mark, Taeil, Doyoung. They all have skill sets, networks, and their own personal brands. And that is just looking at NCT 127! If I would expand to Dream and WayV as well, I would likely be here for a year listing all their skill sets and ways they contribute to the success of NCT.

Considering just 127 now. When I see all their strengths and how they have built 127 and their personal brands, the first seed of a thought took root. What if they, NCT, particularly 127 at its core, in the future, start their own label company.

A label company built for artists by artists.

I truly believe they would be able to start and grow their own company, artists for artists.

I know I am going to get flack for the following lineup, but people, this is a hypothetical situation. You choose who would take what C-suite position.

The two who I can clearly see in a particular position is Taeyong as Director or President of Concept Conception. Why not throw VP of choreography, and music production at him too! You know he has the skills. People are happiest when their work is suited to their strengths. You want Taeyong to be happy right!? I know I do!

Johnny is clearly suited to Public Relations in a variety ways. Jungwoo, Jaehyun, Mark, and Yuta I think would fall under this area as well. That could be building networks within the industry to social media and exposure for their company and artists.

Looking at Yuta, a little more closely, I could see him being a part of the artistic, dance, fashion/styling, concept development side of the business as well. Perhaps talent recruitment, retainment, and development could be a nice blend for him. Jungwoo, Jaehyun, and Mark could also cross to these areas as well.

Taeil and Doyoung clearly would be part of talent management and vocal/musical development. Vocal and dance in Haechan’s case.

Even more recently, Taeyong keeps growing his personal brand. It leads me to muse, perhaps his end, end, end goal, far in the future is something along these lines of his own brand/label. He has certainly built connections in the industry that he could leverage to make this a possibility.

They understand the need to be genuine, as genuine as they can be for the market. I believe (disclaimer ), NCT is in the first generation of K-Pop, where we saw the industry move away from the formal format that fans only see their idols in music videos, variety shows, concerts, fan meets and signing events. NCT has all these, plus more. Take behind the scenes videos for example. I for one enjoy behind the scenes videos to see what filming or recording is like for them. Although, behind the scenes videos could be viewed as intruding in their personal lives. They should not have to be “on” professional persona 24/7. YouTube and social media have been pivotal to developing their personal brands and show casing they are not just copy and paste idols or robots to be used and thrown away. They have built a career for themselves that will last longer than their dancing or singing days. Granted we don’t ever want their dancing and singing days to end!!

This next one is what I truly think would make their label company different. What do fans want that the industry has been reticent to change? Answer, the care of idols and their longevity in their careers. There is a whole slew of things that need to change in the industry. But what continues to be an opportunity over my decade as a fan is label companies taking better care of their idols. Physically and mentally, promoting them fairly and consistently. Currently, the idol image is sold to the fans as a person, a person we are supposed to feel a connection with. Of course, we start to care about them as a person. But when their own label company appears to fail at this most important task, the fans lose faith in the label company.

If NCT would start their own company, I think they could tap into this evolving need the industry needs to adopt. The reality with the top three label companies, is they are too big with too many people’s interests to cater to. And let’s be honest that the generation in control is older and I assume more predictably interested in making money. Which isn’t necessarily a bad thing. However, it does become a problem when people are figuratively being sold to their detriment to the public as a commodity that their fans control every aspect of their lives. Idols are not allowed to be real people with feelings besides, happy and devoted, not allowed to build families without being harshly reprimanded by their fandoms. And their companies rarely back them if something causes an outrage among their fans. How is it at all reasonable to expect one person to make millions happy and never upset someone. And if an idol does upset someone with a minor comment it sparks an all-out melt down from fans. Granted there are general topics an idol should stay away from such as religion, politics, and money as those are typically volatile topics to many. But an idol should be allowed to have an opinion, just like everyone else. Hopefully an informed opinion, just like I expect of everyone. Quoting Harlan Ellison, “You are not entitled to your opinion, you are entitled to your informed opinion. No one is entitled to be ignorant.”

In conclusion, with NCT’s years of experience, working relationships within the group, networks in and outside the industry, they have a diverse pool of resources to be utilized if they would take this step in the future. I predict a company with NCT as the backbone would be very successful. They have intimate knowledge of the industry; know what potholes to steer away from, the capacity for innovation, and they know what it takes to make it. All the best wishes to NCT and members no matter what future paths they decide to travel!