Publishing

Lately, most Western songwriters want to work with K-pop or J-pop acts. But Beckuh Boom — the American songwriter behind hits for BLACKPINK and Twice — remembers when that wasn’t the case. “When I started taking trips to Seoul back in 2012, everyone I talked to about it kind of laughed at me or just didn’t get it,” she says. “They’d say, ‘Why would you waste your time? They’re not even close to the biggest market.’”
It took the global breakthroughs of Korean acts like BTS and BLACKPINK and Japanese acts like XG a few years later for Western talent to take the songwriting opportunities in Asia’s two largest pop markets as seriously as Boom had. Now, they are among the most lucrative and sought-after gigs in the global publishing business, drawing in top American hitmakers like Ryan Tedder, Victoria Monet and Jacob Kasher “JKash” Hindlin.

But to land a hit in Korea or Japan, Western songwriters have to conform to the local ways of doing business, and both markets have clear distinctions from the American industry. Typically, this involves English-language demos being funneled to a native, local-language songwriter, who then re-writes or translates most, or all, of the original lyrics into Korean or Japanese, earning them a songwriting credit in the process. Some sources estimate that roughly 80% of K-pop songs and 30%-40% of J-pop songs released today have ties to American or other Western sources — usually with totally different lyrics.

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“When demos are sent to Korean labels, they are almost always in English,” says Kevin Woo, a former K-pop idol who now works as a songwriter and has translated English demos into Korean. “That’s how we first hear the songs as artists and idols — in English. Then we pick whichever track we vibe with, and then they get that song translated into Korean.” Japanese music executives say this is similar to how it works in J-pop.

This is a fast-growing part of the job description for Korean or Japanese writers, as more songs are imported from Westerners each year. Naoki Osada, founder/CEO of Avex USA, the Japanese entertainment powerhouse’s American branch, says that since he started in the Japanese music industry 20 years ago, the number of songs written by Americans has more than doubled.

To adapt these English-lyric pitches, Young Chance, a Korean songwriter and producer, says “we usually keep the title of the song from the demo, but then when we translate, we take a different perspective on the same title.” In Japan, where speaking English as a second language is less common and there is less emphasis on capturing a global audience overall, it is even more important to rework the words of a Western demo to fit the needs of the local listener.

Common words and phrases like “let’s go” or “boom,” or slang like “Westside,” which are often derived from American rap music, might still make the cut in a K-pop or J-pop song, but that’s about it. Unless, of course, it’s a song intended to be a Western crossover hit, like BTS’s Billboard Hot 100 No. 1 “Dynamite” or BLACKPINK’s “Ice Cream” featuring Selena Gomez — both of which were penned entirely by Americans and kept in English.

Chance says he recently finished a “word-for-word English translation” that is coming out with a “major Korean act” soon, but says this approach to re-writing is far less common, given the difficulties of fitting the same story and meaning into the same meter and rhyme as before. Because Western songwriters now expect their lyrics to be tossed almost entirely, lyric writing is not highly emphasized when writing pitches for K-pop and J-pop.

There are other distinctions between K-pop and Western songwriting. Torsen Ingvaldsen, an independent A&R who is part of the growing class of middlemen that connect Western writers to Korean idols, says translated K-pop songs often also edit out explicit words or inappropriate themes. This, he says, is due to the young age of the average K-pop superfan, as well as cultural differences — though Jung Kook’s recent, sexually-charged single “Seven” may foreshadow changing attitudes towards explicit themes in Korea.

On the business side, Western songwriters know that when they pitch Korean and Japanese labels, they will have to give up a significant amount of publishing to local lyricists that they will likely never meet or work with directly. In Korea, it’s common to give up 12.5% to the person who re-writes the lyrics. “Sometimes they ask for a little more, but this is almost such a hard and fast rule it is often not even negotiated,” says Mary Megan Peer, CEO of peermusic, an indie publisher with offices in Korea and Japan. In Japan, however, 50% is typically expected, due to differences in the publishing industries of Western countries and that of Japan.

“In Japan, publishing is completely divided into two halves: one lyric, one melody,” says Osada. “Copyright ownership is 50/50 and it is fixed.” In America, songwriters are often also the producers — crafting lyrics, melody and track — and they work on all three elements with other creatives in the same session. In Japan, songwriters and producers take a much different approach. “There are three roles: one is the producer, who is also called the ‘track maker’ or arranger,” says Osada. “Some topliners do lyrics and melody, but there are people that exist who only write lyrics. Each of the three works alone in their own room by themselves, and then they send the completed demo. It’s not like Western writers where they all work together.”

The Korean publishing business lies somewhere in the middle, given its stronger and longer-term ties to Western music. There is still a clear distinction between the roles of producer and songwriter, like in Japan, and toplining is a major focus of the Korean songwriter’s vocation, but the way lyrics are weighted is not the same.

Western songwriters largely believe these opportunities abroad are well worth it, even though up to half of their publishing is given away. In a time when the popularity of streaming has undercut songwriters’ potential earnings in the United States and other Western nations, pop audiences in Korea and Japan still purchase full albums, physically and digitally, meaning “the publishing money [in Korea and Japan] really is unlike anything else for a writer,” says Ingvaldsen.

But why do Japanese and Korean labels use so many songs from Western songwriters when their local industries are thriving? First, J-pop and K-pop have always found inspiration from American music, especially bubblegum pop and rap, so many believe working with Western — especially American — talent is a natural fit. Taking foreign pitch records also might increase a K-pop or J-pop act’s ability to capture the attention (and dollars) of the music market abroad as well as at home.

Ingvaldsen also personally believes that there’s a “lack of songwriters locally. I’ve found there’s only a few major [Korean] songwriters that participate on everything from every major label.” Osada says that in Japan the cohort of working songwriters is “more condensed for sure.” He adds it’s a more “hidden role” in Japan’s industry as well. “I see big differences in the personality of writers there and in the U.S. In the U.S. there are writers that are almost like artists — very creatively outgoing, outspoken. Japanese writers and producers are introverts.”

A Seoul-based songwriter, who wished to remain anonymous, echoes that sentiment. “There’s not a lot of Korean writers that actually work on the big hit songs — that goes to the Western industry,” he says. “The big labels work with [fewer] Korean songwriters.”

And this trend shows no signs of stopping, as the biggest Japanese and Korean labels continue to strengthen their ties to the West, particularly in the United States. Hajime Harada, an A&R at Avex USA, says that “since I started at Avex USA in 2022, the percentage of U.S. songs that have landed with Japanese artists has easily doubled.” His boss, Osada, believes this is thanks to Avex’s increasing investment in their American outpost in West Hollywood, Calif. Korean music companies have also aligned closer with the Western music business: In late March, HYBE struck a new distribution deal with Universal Music Group, while JYP has a partnership with Republic and Starship Entertainment has a deal with Columbia, to name a few.

Nascent AI technology might also present more opportunities for lyric rewrites in the future. Woo was recently hired by AI voice synthesis start-up Hooky and American pop artist Lauv to translate the singer-songwriter’s new single “Love U Like That” into Korean. Woo then sang his own Korean version of the tune and Lauv’s voice was mapped on top of it using Hooky’s technology as a way to cut down on the difficult process of Lauv learning Korean pronunciation. “I think these kinds of opportunities will grow for [bilingual songwriters] in the future as AI grows,” says Woo.

Osada could see it working for Japanese audiences, too, who have appreciated Japanese translations of K-pop in the past and may be open to AI making those translations more commonplace. “I think there’s some market there,” Osada says. “Japanese people see lyrics as a very important factor in enjoying songs, so I think local-language translation could help.”

As the music market becomes increasingly global, publishing professionals are confident the trend of pitching Western records to Eastern talent will keep expanding, with some even looking to China and India as possible future frontiers. “The money [in exporting pitch records] is just too good to ignore,” says Ingvladsen.