A decade ago, if you wanted to see your favorite K-pop act in concert, you probably had to travel to New York or Los Angeles to catch a rare U.S. appearance. At arena shows and the now-popular KCON festival, acts like BIGBANG and EXO were “doing insane numbers, but they were considered outsiders or outliers,” says Bernie Cho, president of DFSB Kollective, a Seoul-based artist and label services agency. “A lot of these K-Pop tours were dismissed as being extremely niche; but to me K-pop was like the Grateful Dead.” “It turns out,” adds Cho, “the new Asian market is Caucasian.” Since BTS broke into the U.S.
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