Stray Kids' Billboard Number 1 Achievement: Constructing a Leading Music Brand

Stray Kids Secures Billboard Top Position: Techniques for Establishing a Chart-Dominating Brand

South Korean boy band, Stray Kids, made history by becoming the first act in the Billboard 200's almost 7-decade history to debut at No. 1 with their first six albums. Their latest album, HOP, started off with an impressive 187,000 equivalent album units in its first week, with Mariah Carey's Merry Christmas finishing off the top 10 with 56,000 units. This impressive feat solidifies Stray Kids as a group to keep an eye on. So, what can we take away from this K-Pop sensation's success? Let's break it down.

1. Consistency and Innovation: The Perfect Mix

Stray Kids sixth No. 1 album showcases the power of consistently delivering on their audience's wants and needs. But consistency alone isn't enough. The Stray Kids brand is not afraid to push boundaries and innovate, constantly reinventing themselves with fresh sounds, edgy visuals, and even unconventional sales strategies. For example, HOP sold 171,000 physical copies in its first week, thanks to collectible-packed CDs, a clever way to breathe new life into a medium that's declining in popularity. Their previous album, 5-STAR, also debuted at No. 1, further cementing their dominance. In my book, The Kim Kardashian Principle, I stress the importance of brands being disruptive and taking risks.

A study in the Journal of Brand Management focuses on audience behaviors towards brand extensions in fast-fashion brands. The study reveals that while consistency in brand concept is crucial, innovation in product features is also crucial in sparking consumer interest. This delicate balance between familiarity and novelty keeps Stray Kids at the top - a consistent brand sets expectations, but an innovative one exceeds them. Keep your audience guessing, but in a good way.

2. Your Community Is Your Secret Weapon

Stray Kids have more than just fans - they have a dedicated, passionate fandom that I like to call "brand fanatics." These fanatics develop deeper, more emotional connections with brands than regular fans. Stray Kids' global fanbase, known as STAYs, don't just buy their music - they embody the Stray Kids brand and become their most vocal advocates. STAYs are integral to the group's success, contributing to trending hashtags, sold-out tours, and boosting their online presence. Stray Kids reciprocate by offering personalized experiences, exclusive merchandise, and open communication, making their audience feel valued.

Research by Deloitte shows that brands that excel at personalization are 48% more likely to surpass their revenue goals and 71% more likely to report improved customer loyalty. Prioritizing customer experience personalization through mobile apps and loyalty programs results in higher engagement and satisfaction rates. Stray Kids' impactful connection with their fans has resulted in impressive accomplishments, such as being named "Best K-pop Album" winners and ranking high on the Gaon Album charts. To grow your brand, leaders might want to consider treating their audience as collaborators, celebrating them, engaging with them, and most importantly, listening to them.

3. Relevance: The New Currency

I regularly emphasize the importance of brands having a strong cultural currency - being culturally relevant is no longer an option but a necessity. Stray Kids' success isn't solely about their music - it's about building a brand that is culturally relevant in various countries and markets, which is no easy task. However, Stray Kids aren't just riding the K-pop wave - they're shaping it. Their unique lyrics, bold fashion, and stylish images have positioned them as leaders in a global cultural movement. Their achievements, such as being part of the "27 mostly non-English-language albums" to top the Billboard 200, prove the growing global reach of Korean music and their brand's ability to resonate with multiple audiences and mindsets.

A McKinsey report points out that U.S. millennials are nearly four times more likely to avoid large food company products than baby boomers, and six times more likely to favor newer brands. Additionally, a study by Harvard Business Review reveals that 70% of global consumers prefer to buy products from brands that understand their culture and values. Stray Kids' success underscores that relevance isn't just about following trends - it's about creating them.

For leaders, this means keeping an eye on culture, aiming to spontaneously emerge within it, and finding authentic ways to engage. What's driving your audience's worldview? What values do they prioritize? Brands that resonate culturally aren't just chosen - they're celebrated.

4. Create an Experience, Not Just a Product

Stray Kids have transformed buying an album into a full-fledged experience. The HOP album was available in seven unique CD variants, each packed with collectible items like photocards, posters, and trading cards. Some editions were even exclusive to retailers like Target and Walmart, creating scarcity and fueling demand. This strategy mirrors the approach taken with their earlier releases, emphasizing exclusivity and driving demand.

To grow your brand, consider focusing on creating meaningful experiences that go beyond just selling a product. Stray Kids' unique and engaging approach has played a significant role in their success, winning them numerous accolades and a passionate fanbase.

This strategy isn't just smart, it's successful. A study by Simon-Kucher & Partners discovered that over a third (34%) of international consumers are prepared to pay more for sustainable products or services, with younger generations like Generation Z (39%) and Millennials (42%) leading this trend. Moreover, Nielsen's insights reveal that consumers are increasingly seeking tailored and captivating experiences from brands, which can substantially influence their purchasing decisions. Stray Kids illustrate that a product alone isn't enough in today's market. Instead, people crave something more—excitement, nostalgia, a sense of connection.

Brand leaders must establish emotional experiences that captivate and engage their audience. This could be through thoughtful packaging, interactive campaigns, or personalized services. The ultimate objective is to create a lasting impression.

5. Bend the Rules, but Know the Rules of the Game

Stray Kids didn't ascend to global prominence by following a conventional route. Instead, they embraced their uniqueness, blending genres and languages to create a distinctive sound. Their music, primarily in Korean, has gained worldwide appeal. In fact, HOP marks the 27th mostly non-English language album to reach the top of the Billboard 200—a trend that's gained traction since BTS first charted in 2018 with their Gaon Album achievements.

This propensity to defy conventions works because they understand the game. They recognize their fans' desires, the market's values, and how to provide both without compromising their identity or their heritage as a Korean band. Their Billboard Music recognition solidifies their prowess in dominating various categories, from album units to Billboard Hot rankings.

Innovation does not imply disregarding the rules—it involves crafting new ones. Stray Kids demonstrate that true success arises from remaining faithful to their value proposition and their DNA—not feeling the necessity to water down their identity—and connecting with global audiences.

Rewriting the Rules

Stray Kids' record-breaking success is not just a music industry milestone—it's a blueprint for effective branding. The K-Pop brand has mastered the art of cultivating loyalty, staying culturally relevant, and pursuing innovation fearlessly. And their journey is a testament that the principles of exceptional branding are universal, whether you're constructing a music brand or a consumer product brand.

Ultimately, the lesson here is that the finest brands don't just produce chart-topping music—they ignite movements. They don't just follow trends—they establish them. And they don't just attract audiences—they inspire advocates. Continually deliver with consistency but never be afraid to push boundaries, construct a community rather than merely a customer base, stay relevant by leading instead of following, create experiences that leave lasting impressions, and possess the audacity to break the rules while maintaining the wisdom to play the game.

There's no question in my mind that Stray Kids—along with other K-pop brands—offer countless insights into building brands with global appeal. Of the 27 mostly non-English language albums to reach the top, 18 are primarily Korean, five primarily Spanish, one mainly Italian, one entirely French, and two primarily a mix of Spanish, Italian, and French. Thus, if Stray Kids teach us anything, it's that the most effective way to break branding records is to redefine the rules.

Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)

The CMO of a music label could learn from Stray Kids' approach, utilizing a mix of consistency in branding and innovative marketing strategies to maintain their fanbase's interest, such as offering collectible-packed CDs as a selling point.
A marketing analyst studying digital music trends might find it insightful that Stray Kids' dedicated fandom contributes to their success, emphasizing the importance of brands treating their audience as collaborators and celebrating their fanbase, leading to increased loyalty and sales.