STAR

THEORY

RICHARD DYER:

STAR THEORY

'Star' refers to a set of meanings constructed by Dyer around performers to sell an artist. These meanings are:

Youth
Rebellion
Sexual Magnitism
Anti-Authoritarian
Creativity and Talent
Disregard for Social Values
Consumption of Sex, Drugs and Material Goods.

These values can be constructred and portrayed to an audience through different materials for example:

Songs
Album Covers
Media Coverage
Live Performance
Music Videos.

THE PARADOX

According to Richard Dyer 'Stars' must have an element of paradox about them to be successful, this means they must be ordinary and extraordinary. This gives the audience a sense that they can identify with the star but also that they are able to put this person and put them on a pedestal. They also must be simultaneously absent and present. This means that stars must be able to connect with their audience and fans, this is easier now with social media. However, they must also be inaccessible and untouchable, they must have a certain air of being unattainable and above normal people. They must interact with fans enough but also not too much.

CASE STUDY: JAY PARK

Jay Park is a Korean-American rapper, dancer and singer. He originally debuted as part of the boy group 2PM under JYP Entertainment in 2008, after having been an idol trainee for four years, but has since then gone solo and founded his own record label - AOMG. Park is accessible through means such as Soundcloud where he uploads English and Korean music and remixes for free, Instagram and Twitter as well as his personal Snapchat. He is ordinary in that he often discusses things about his personal life on Twitter as the majority of the general public do but he is extra ordinary because of what his personal life actually involves which is often far more extravagant than the average person.

2008-DEBuT WITH 2PM

2PM and 2AM were two groups (that were to become one eleven member group called One Day) shown in a realtiy show called Hot Blooded Men where the groups were shown training for their debut. Jay Park finished with the most public fan votes which meant he was elected leader of 2PM. 2PM then debuted with their first single "10 out of 10" or "10점 만점에 10점". Unlike most boy groups at the time they debuted with a manlier bad boy image rather than the classic pretty boy trend at the time.

2PM were marketed fundementally as strong young men rather than boys. They made the bad boy 'Beast' image popular and changed the face of Kpop for a while. This Bad boy image was coupled with edgy fashion and wild hair syles. These all amplified their youth as well as the idea that they are rebellious and cool, which is a good way to market to their demographic of teenage girls. Their performances displayed skill in tumbling and moves reminiscent of martial arts which also built upon the idea of their strength. In terms of Star Theory elements 2PM played to the ideas of both youth and rebellion.

Even in terms of lyrical content 10점 만점에 10점 plays on the trope of hormonal young men persuing women. They didnt have the innocence of most groups at the time which was their unique selling point. They make a lot of references to sex and thinking about the object of their affections in a compromising manner, the female actor in the music video is also somewhat sexualised.

2009-SCANDAL FOLLOWED BY SILENCE

In 2009 2PM cameback with their second single 2PM Time for Change which featured the tracks Again and Again and I Hate You. This was the last release by 2PM that featured Jay Park. The image and the concept for the comeback was the same as seen in 10 out of 10. However, the same year of this realease Jay Park announced his departure from 2PM following a scandal that left him hated by the Korean public.

The scandal was bought about by a fan hacking into Park's MySpace account from his trainee days in JYP. He had made slanderous comments about South Korea and expressed his hatred of the country to a friend from his home in Seattle. This lead to members of the public protesting for his removal from 2PM and termination of his contract with JYP. CEO of JYP Park Jin-Young released a statement detailing that Park would remain in the group and the company. However the next day Park posted on the official fan forum that he would be leaving 2PM for the forseeable future and didnt know if he'd be back.

Following this he posted an official apology:

As I tell all of you about how I felt that time, I also would like to apologize. In January of 2005, I came to Korea as a high school student. I was born in the States and I had insufficient knowledge of how Korea is. Being it my first time, I couldn’t communicate with others[...]and I barely knew the culture which I couldn’t understand. I felt as though I was treated coldly by the people around me as my family was left in the States. It was such a difficult situation where I didn’t even know if I was going to debut. Due to many hardships, things were getting too hard and I was getting lonely being homesick. I had the thoughts of quitting and I wanted to go back to my family in the States.

Jay Park moved back to America and reconnected with the b-boy troup AOM. He stayed away from social media as much as possible and the most people saw from him was from dancing videos on youtube. He tried to stay away as much as possible for a while. Later on as he became more confident and his presence on social media became more prominant, it looked like he would come back to JYP. However, just as this looked promising and members of the public longed for his return JYP announced that they were terminating his contract due to another fault from Park that they never released details of.

2010-NOTHIN ON YOU AND SOLO COMEBACK

He was then contacted by B.o.B to feature on a korean version of the track where he would replace Bruno Mars' vocals, this bought about Jay Parks first Solo EP Count on Me. His image was different this time, he tried to remain very neutral and piggy back off of Bruno Mars' more family friendly image to gain back some favour in the industry. The way he became so popular again was becoming so present and considerate towards fans. He performed the dance to Beyonce's Single Ladies at Project Korea III: KSA Cinderella Story a Korean-American event at Rutergers University with AOM. This went viral and his presence on social media was at an all time high.

After Jay's termination from JYP he became a trending topic on twitter regularly and there was so much buzz around him wth fans protesting for his return to 2PM internationally and boycotting 2PM products until he was back in the group. Later In 2010 Jay Park took his career into his own hands. He posted a cover of Bruno Mars and B.o.B's Nothin on You.

The idea that Jay Park was present in fans lives and they could relate and identify with him due to his hardships was really what bought him back to sucess, its Dyers idea of stars having to be present but distant and ordinary but extraordinary. He was all of these things in 2010. It got him movie roles, legal representatives and even more adoring fans to back him up. Jay parks return to Korea at Incheon International Airport gained one of the biggest crowd receptions seen at an airport, the event trended on tiwtter and signified the end of his image as South Korea and JYP's 'Public Enemy'. Following his first EP he then released the track 'Bestie' with American friend and fellow member of AOM - producer Cha-Cha Malone. The song was released both in English and Korean which allowed him to be present to all of his fans at once and overall it gave him a much more favourable image that he had had before. He was later signed to the label SidusHQ.

In the album art for Bestie Jay Park looks much younger than he did even in promotions and videos with 2PM and bright primary colours are used. All of this connotes youth and a certain air of innocence that Jay Park lost during his departure from 2PM. The song itself, despite clearly being influenced by R&B, has a pop feel to it that continues on from his earlier sound with the Count on Me EP and his work with 2PM. The lyrics are much more wholesome than that of 2PM's songs, it makes reference to the girls humour, how she is always there for him and even marriage rather than just discussing her physical attributes. Youth is very much the selling point and the appeal of Bestie, it doesnt allow for controversy or offence which is key for Park to regain his popularity and maintain his image. At this time Jay Park was also making ties with rappers Dok2 and The Quiett from Illionaire Records as well as holding charity concerts with famous rappers such as Dumbfoundead.

2011-TAKE A DEEPER LOOK

In 2011 his fame continued to rise. He won awards for best web video with his cover of Nothin on You at the Mashable awards and was chosen as the only opening act for Ne-Yo during Ne-Yo's South Korean tour and worked with him for a charity event for kids. Jay Park also released a mini album titled Take a Deeper Look and a music video for the title track Abandoned. He also began competing on korean music shows such as M! Countdown and became the first artist to be awarded first place during the dubut of a new album and single.

The album has the same kind of sound although a couple of the tracks such as Level 1000 feat. Dok2 have a much harsher and more classic hip hop sound and message. The album art itself also appears to be more influenced by Park's own inspirations such as Usher. He's shirtless and wearing a snapback and dog tags, a look very typical of the hip hop image he's trying to channel. However, the video for the title track Abandoned reflects his earlier videos with 2PM it has the same edgy fashion and group choreography that is typical of a pop video. This signifies the beginning of Jay Park straying from his youthful and more 'family-friendly' image. The video for Level 1000 feat. Dok2 tries to channel a more hip hop element with the sunglasses and snapbacks and showing them in the car with lots of lowkey lighting but it feels watered down and amaturish compared to the more polished and publicly favoured pop and R&B influenced music he's been putting out since 2008.

The next single Jay Park releases is Girlfriend. It jumps right back to the youthful Jay Park who can do girls no wrong. The video is full of highkey lighting and the costume is knitted sweaters and wool hats. The song itself is right back to his more pop influenced R&B sound. The same can be said about his follow up single Star from his album New Breed to be released 2012. The video for Star has the elements of his earlier pop image with his loving girlfriend and kitted jumper but also incorperates elements of things seen in Level 1000 as if it had been cut and pasted within Girlfriend.

2012-NEW BREED

After being the only solo artist to recieve Disk Bonsang at the Golden Disk Awards for his first korean mini album Take a Deeper Look. Jay Park realesed his first full Korean solo album New Breed with the title track Know Your Name. Know Your Name reached number 1 twice on the Gaon weeky album chart in South Korea and once on the Hanto weekly chart for selling more than 80,000 copies offline in 10 days. Following this he released Japanese versions of his singles and albums so far and performed at his first solo concert at the Olympic Hall in Seoul this show has a 19+ age rating but his second show did not. He then became the R-16 Korea (a b-boy tournament) representative. He also toured in America during 2012, Jay Park had come far in building his image and popularity internationally.

Consequently Star and Girlfriend do far better in terms of overall reception. Girlfriend reached number 28 on the Gaon chart while Star peaked at number 1. This is clearly apparent to Jay Park as his image continues to fluctuate and confuse with the realese of his following ablum, singles and music videos which have this confusing cocktail of Hip hop and kpop conventions and imagery.

In terms of sound New Breed was the same ecclectic mix of electronic pop songs that were popular during 2012 and heavy, agressive rap tracks. The video for New Breed's title track Know Your Name feat. Dok2 continues with Jay Parks trend of mixing elements prevalent in kpop and hip hop. Jay Park is seen in the classic studded/glittery jacket and hoodie combination that is a classic boy band look while Dok2 appears mostly in black with his classic snapback and grill combination. This shows that depsite his frequent collaberation with 1llionaire records and artists like Dok2 Jay Park's image still revolves around the youthful boyband stereotype that he seems to so desperately want to shake.

Similar to the release of Level 1000 along with Girlfriend, Jay Park releases a video for the track New Breed from his album. Much like Level 1000 the video is simplistic and has no where near the production value of Know Your Name. However he appears in this video with Rick Genest inspired makeup, the video itself is aggressive. It's the first music video he posted that has explicit lyrics in it he also explicitly states that he's hip hop. He, for the first time, distances himself completely from pop music and the boy band image he so carefully clawed back after 2009. However, this new aggressive image doesnt take full effect just yet.

2013-JOAH and aomg

In 2013 Jay Park is on the cover of Men's Health Korea and they declare it their best cover in the entirity of the 7 years theyve been in print. He also released three songs in his new single Joah; the title track Joah, 1HUNNIT feat. Dok2 and Welcome. the three songs all sound different, Joah is an ubeat R&B/pop influenced song much like Girlfriend, 1HUNNIT is an explicit rap track and Welcome is a slow and sultry R&B track. This clear progression shows Jay Park's change in image and progression as an artist. The album cover itself finally shows Jay Park in dark clothing, sunglasses and a gold chain, all conventional of hip hop but still similar enough to his previous image not to alienate fans.

The first video released from Joah is 1HUNNIT feat. Dok2. Much like New Breed its a clear cut hip hop track. He's got exactly the image in the video he's been vying for since Know Your Name complete with snapback, tight vest and jewellery. It shows Jay Park truly using sexual magnetism to sell his music for the first time, it creates the perfect formula for him; He makes the music and the video's he wants that attracts a predominantly male fanbase and introduces new people to his music however his female fans who have followed him since 2Pm are still captured enough by his body being on show and the more upbeat songs on his albums to stay with him.

The next video released from Joah is Joah itself. It's a pleasant and upbeat video filmed in Jay Park's hometown Seattle and featuring his friends from AOM. Unlike in the video for Girlfriend Jay Park keeps his new image, he appears in a snapback and windbreaker, and other outfits that are similar. Its the kind of street style Jay Park has always been seen in on instagram but never in his videos and the combination of that and all of his friends from AOM and Massive Monkees in his hometown it gives a sense that is is Jay Park finally putting out music and videos in which he is being fully himself.

The next music video Jay Park releases is Welcome. Its his first 19+ rated video and it is clearly from the costume to fonts used inspired by 90's R&B and is extremely provocative. Its a prime example of the notion sex sells. It is just after this and the release of the single I Like 2 Party for the soundtrack of After Earth that Jay Park begins his own hip hop orientated record label, AOMG (Above Ordinary Music Group), with friend and fellow AOM member Cha Cha Malone along with other artists such as Gray, Simon Dominic, Ugly Duck and Loco.

2014 - EVOLUTION AND THE RISE OF AOMG

In 2014 Jay Park releases his first album under his new label AOMG and his second album overall - Evolution. The album has much more of a clear direction than his previous releases its R&B and rap oriented but still has a good mix of upbeat songs an a few more agressive tracks. In the title track, Evolution, Jay Park tells the story of his career how AOMG 'started out as a b-boy crew, look at us now' and 'if I can do it you can do it too, keep focused and be positive'. Jay Park releases five music videos for songs from Evolution; Metronome feat. Simon D and Gray, The Promise and NaNa - all of which were released as singles - GGG and So Good.

Metronome feat. Simon D and Gray is an R&B song with a sultry feel to it. The video itself is full of things that suggest Jay Park's more extravangant lifestyle. This is different to the imagery that appears in his earlier videos. He is seen in suits thoughout the video which suggest money and power. The use of sex in his music videos and songs remains a large part of his image at this point, he is shown shirtless and the girl in the video is scantily clad throughout the entire video.

2015 - Worldwide and rumours

Even more extravangant and expensive imagery and items can be seen in the video for Jay Park's next single Nana. Expensive cars, champagne and a large house all appear in the video and allude to Jay Park's newly found expensive and ostentacious lifestyle. The video, in terms of narrative, is classicly R&B and shows Jay and his friends at a house party. However this video as well as the video for GGG with their images of expense and copious amounts of half naked women that lead Jay Park into finally solidifying his image as a serious rapper and living the life of one just as much.

In 2015 Jay Park releases his third full length album Worldwide. As a whole this album is far more rap oriented than is previous albums and lyrically is very aggressive. The album cover itself has connotations of agression as well as hip hop culture as a whole although the two are not synonomous in terms of music the two often go hand in hand. A few tracks in this album recieved critism because people thought they were alledgedly about JYP's CEO Jin-Young Park Jay Parks former employer while with 2PM. Specifically the song F*ckboy with the lines 'My former teacher was afraid we might become the same, and he's jealous now', 'You're an entertainer that sells fans. Even if you block me, I'll keep going forward' and 'What I do is music, what you do is politics.'

The first single from Worldwide was Mommae. Mommae is a 19+ rated video and it takes Jay Parks use of sexual magnitsim to whole new level. Arguably the video is downright crude, the frquency of which close up shots are used to ogle girls chests or bums is borderline overkill and the outfits the girls are wearing leave nothing to the imagination. This coupled with the use of pink and red lighting that have connotations of sex and desire leave this video, despite being conventional of the genre, at the forefront of sexual objectification. It is this that begins the reinvention of Jay Parks image into that of absolute ostentacious excess.

Jay Park takes the elements of Sexual Magnitism and Rebellion in his branding, adds the consumption of material goods, sex and drugs and turns it up to full. He goes all out to present himself as a bad boy, as the criminal, thuggish stereotype of a rapper. This is extrememly prevelant in his videos for You Know feat. Okasian and Bo$$ feat. Loco, Ugly Duck and Yultron. In this video it is clear that they are transporting some sort of illegally aquired money. It alludes to the drug culture that is often associated with rap and hip hop and definitely gives Jay Park a much more rebellious image over all.

As well as the rumours about alledgedly calling out Park Jin-Young there were a multitude of rumours about Jay Park and fellow rapper Beenzino's girlfriend Stephanie Michokova upon the release of Jay Park's English song 2nd Thots that he uploaded to sound cloud. The song itself is about shady girls using guys for their money and fans inferred that this was about Stephanie Michokova as she and Jay Park had alledgedy "dated" at some point. Fans then called her out over twitter and found that she had been married prior to going out with Beenzino. It all got so out of had that Jay had to make a statement on twitter about the whole situation. 'Just had to clear the air cause yall making outrageous assumptions lol' accompanies a note written out on his phone about certain types of girls and positive vibes. The situation got more out of hand following tweets from Jay Park's friends and producers.

By the end of 2015 Jay Park had once again tarnished his image and got himself into one of many PR disasters. His outlandish boyish attitude, willingness to speak his mind and wild life style, while charming and funny for the most part, did tend to get him in hot water with the media due to misconception and rumours. Its not something uncommon with the type of music and the industry Jay Park is a part of because rappers tend to fall victim to inflated egos and foolhardy attitudes and these kinds of misundestanding are all the more common due to presence on social media espeically when you spend all your time making music about how much better you are than other people. It becomes second nature to fans to read far too much into things.

2016//Present - The truth is

Earlier this year Jay Park releases a track called The Truth Is, he posts two teasers for the song. One 16 second clip with a breif discription of the song and then a three minute long video where he describes the song and his feelings behind it. The song itself seems to serve as an apology of sorts. Jay park describes the idea of a newly broken up couple and the guy looking back and realising that actually he hasnt been a very nice guy and taking responisblity for his actions and changing his attitude.

The video is animated, the guy being represented by a dog and his friend a Duck. This appears to be in a simialr style to fellow AOMg artist Ugly Duck's comic strip for his album a year or so prior - the duck actually looks a lot like the rapper so its easy to assume the dog is representative of Jay himself. The attitude in this song is so different from his 2015 releases as if he's seen that he went to far and is trying to bring a bit of maturity back to his 'international playboy' image. Perhaps this means that Jay Park is trying to get back to a more friendly image this time around but with an english EP on the horizon who could say.

cultural significance

Korean Hip Hop started to become popular in the late 2000's and 2010's just as Jay Park began to break out onto the scene however it reached it's highest point in popularity during 2012 due to a commercial Rapping competition/game show Show Me The Money which Jay Park's label AOMG featured on several times. Jay Park is a large part of this specific type of hip hip becoming popular internationally due to maintaining a relationship not only with his korean fans but also his American and international fanbase.

Jay Park's constantly fluctuating image and experimentation while trying to break out of the kpop scene and into the khiphop scene makes him a perfect example of Dyer's Star Theory. The way he and his team of rep's use these set principles to manipulate an audiance into hanging onto his every word. By not staying static for too long and not straying too far from what he set out to do Jay Park has managed to capture and compel an audinece into following him from boyband stardom all the way into the harsh reality of the rap scene. He is an icon internationally and it is all because of his clever construction of image and persona.