Seventeen with UNESCO Director-Basic Audrey Azoulay (heart). Picture: X/@UNESCO
In a digital age the place the battle for hearts and minds is waged on-line, international organizations just like the United Nations and UNESCO are turning to an unlikely however highly effective ally — Ok-pop.
With its large, devoted fanbases and international attain, Ok-pop has emerged as greater than only a music style — it’s a cultural phenomenon able to driving social change. By partnering with teams like BTS and Seventeen, the UN and UNESCO are tapping into this power, leveraging Ok-pop’s affect to amplify their messages on youth empowerment, psychological well being and international cooperation.
The most recent instance of this pattern is UNESCO’s partnership with the Ok-pop sensation Seventeen in launching a brand new initiative referred to as the “World Youth Grant Scheme.” Introduced on Worldwide Youth Day on Aug. 12, this system is designed to help younger folks worldwide by offering monetary help, mentoring and alternatives to construct their abilities.
Seventeen, who grew to become the primary Ok-pop act to be appointed as UNESCO Youth Goodwill Ambassadors on June 26, kicked off this system by donating $1 million to jump-start its efforts. The group’s time period as ambassadors ends after two years.
The partnership between UNESCO and Seventeen is a part of a rising pattern of worldwide organizations working with Ok-pop stars to increase their attain, particularly to youthful generations.
Ok-pop group Seventeen poses for an image at UNESCO headquarters in Paris, France, on Tuesday, Aug. 13, 2024. Picture: Pledis Leisure through The Korea Herald
Seventeen’s involvement with UNESCO is noteworthy as a result of the UN group focuses on utilizing creativity to assist younger folks construct confidence and enhance their psychological well being, themes that resonate deeply with the Ok-pop group’s followers. This was highlighted through the launch of the “Going Collectively – For Youth Creativity and Nicely-Being” program, the place Seventeen members expressed their dedication to fostering a supportive setting for youth worldwide.
“Seventeen and UNESCO goal to help younger folks and their communities in reaching higher lives. We hope to amplify the voice and creativity of youth worldwide,” Audrey Azoulay, director-general of UNESCO, mentioned throughout Seventeen’s appointment ceremony at UNESCO headquarters in Paris in June.
An identical technique was seen within the United Nations’ collaboration with Ok-pop phenomenon BTS, relationship again to September 2018.
BTS delivered a speech on the UN Basic Meeting in New York as a part of the “Youth 2030” initiative, the place the group launched its “Love Myself” marketing campaign with UNICEF. This marketing campaign centered on self-love and antiviolence, resonating deeply with BTS’ international fan base, collectively often known as Military.
“Irrespective of who you might be, the place you’re from, your pores and skin colour, your gender identification, simply communicate for your self. Discover your title and discover your voice by talking your self,” RM mentioned within the group’s speech on the UN headquarters in New York on Sept. 25, 2018.
In partnering with teams like Seventeen and BTS, worldwide organizations just like the UN and UNESCO aren’t simply seeking to entice extra consideration to their applications — they’re discovering new methods to speak essential international points within the digital world.
The collaboration with BTS, as an illustration, has been essential in reaching youthful demographics, a gaggle that worldwide organizations typically battle to have interaction with by conventional strategies.
The facility of Ok-pop fandoms akin to Military and Seventeen’s Carat is a key purpose these partnerships work so properly.
These fan teams are removed from informal followers; they’re extremely engaged and infrequently advocate for social causes. Military has been identified to mobilize rapidly in help of varied charitable initiatives, typically impressed by the group’s messages. Equally, Carat is anticipated to play a major position in amplifying UNESCO’s message and gathering help for its applications.
And Ok-pop’s affect extends past music. It breaks by language and cultural limitations, making the style a tailored associate for worldwide organizations. Seventeen’s “Going Collectively” program matches UNESCO’s mission to advertise peace, safety and worldwide cooperation.
“They’re among the many most influential artists on the earth. This demonstrates how Ok-pop stars have secured a major place within the mainstream pop market and wield appreciable affect,” an area leisure firm official mentioned Tuesday. “Evidently worldwide organizations have acknowledged the synergy created when partnering with Ok-pop stars, moderately than appearing alone, in varied actions,” the official added, citing BTS’ “Love Your self” marketing campaign and Seventeen’s optimistic and optimistic music as examples.
Music critic Lim Hee-yoon famous that Ok-pop artists are likely to have comparatively optimistic photographs in comparison with prime artists in different genres, and so they typically face fewer dangers associated to non-public controversies or politically incorrect actions.
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BTS’ partnership with the UN additionally highlights how cultural relevance is usually a highly effective instrument in international diplomacy.
When the Ok-pop juggernaut returned to the UN Basic Meeting for the third time in 2021, they addressed the continuing COVID-19 pandemic and the significance of youth in overcoming international challenges.
“If we imagine in prospects and hope, even when sudden issues occur, we won’t lose our manner, however uncover new paths,” RM mentioned at one other tackle to the UN Basic Meeting in New York in September 2021.
