Lessons in Digital Content Creation from Eight Korean Stray Kids

How is it that a South Korean boy band you’ve probably never heard of made history this week by becoming the first act in history to debut at No. 1 on the Billboard 200 with their first six chart entries?

You read that right—the American Billboard Charts.

This remarkable achievement underscores the effectiveness of the K-pop idol system and the group’s innovative approach to digital content creation and fan engagement.

In this article, I’d like to explore how we, as artists, designers, and musicians in the West, can learn from their approach.

The K-Pop Idol System: A Foundation for Success

Stray Kids was formed in 2018 through a reality program by JYP Entertainment, one of South Korea’s leading entertainment companies, just like One Direction was in the UK.

Unlike many boy bands whose music is primarily crafted by external producers, Stray Kids takes a hands-on approach to its music. Rather than letting the parent company, JYP, choose the members, leader Bang Chan was given the task of assembling the group.

Another difference is that three of its members, Bang Chan, Han, and Changbin—collectively known as “3RACHA”—are heavily involved in songwriting and production.

This creative autonomy fosters a level of authenticity in the songs, which is a key factor in the band’s global appeal and one that sets Stray Kids apart from many K-pop idol groups or manufactured “boy bands.”

Mass Content Creation: A Pillar of Global Fan Engagement

Stray Kids’ rise to international prominence can be attributed to their strategic use of content creation, which has helped them build and maintain a dedicated fanbase known as “STAY.”

Their approach to content creation includes the following:

1. Consistent and Varied Content: The Stray Kids YouTube channel regularly releases a diverse range of video content, from high-production music videos to personal vlogs of band members and even variety shows (SKZ-CODE, SKZ-PLAYER, SKZ-TALKER) where band members compete against each other for prizes or take fans behind the scenes at just about every major event or milestone. This consistent stream of highly entertaining content (and eight attractive band members who are very comfortable with a camera in their hands or faces) keeps fans engaged and invested in their journey.
2. Localised Engagement: Recognising the global nature of their fanbase, Stray Kids often communicate in multiple languages, including fluent English (two members are Australian), Japanese, Chinese, and Korean. They record songs in a variety of languages and often mix languages in one song so that there is something for everyone to sing along with. They also collaborate with celebrities in other countries as a way of getting a foot in the door in those countries. Musically, Stray Kids has collaborated with well-known American, Chinese, Japanese and Taiwanese artists and even non-musicians like Ryan Reynolds and Hugh Jackman.
3. Interactive Social Media Presence: The group regularly engages directly with fans through online and on-stage dance challenges, TikTok trends, and live streams. They even use an idol app called Bubble to send personal messages to fans and survey them about what band members should do next.
4. Narrative Storytelling: Stray Kids embed compelling narratives into their music and performances. Their "ODDINARY" album, for example, explored themes of embracing individuality and being different. Many of the songs celebrate the concept of being unique or unconventional, strengthening the emotional bond between the group and their audience and allowing for a thematic approach to many of their music videos. They also run narrative threads through their videos and leave easter eggs for fans to find. Often, these easter eggs only make sense months later, which means there is a very strategic approach being taken to everything that is released.
5. Sheer Work Rate: Stray Kids’ relentless work ethic is another critical factor in their success. Leader Bang Chan, in particular, holds a record number of registered songs (204) with the Korea Music Copyright Association. Since their debut in March 2018, they have released five studio albums (three Korean and two Japanese), four compilation albums, one reissue, fourteen extended plays (eleven Korean and three Japanese), one mixtape, two single albums, and thirty-seven singles, not to mention a whopping 80 music videos. This high output ensures a steady flow of new music and ideas, keeping their audience engaged and continually growing.
6. Brand Collaborations: Stray Kids have also established lucrative partnerships with high-profile luxury brands like Louis Vuitton, Celine, and Versace. These collaborations include individual ambassador relationships for members and provide stage outfits, further enhancing their image and global appeal. Such partnerships align with their branding while creating additional revenue streams and extending their reach into luxury fashion markets.

The Role of Fandom in Stray Kids’ Success

The K-pop industry thrives on fandom culture, and Stray Kids has excelled in cultivating a loyal and active fanbase by focusing all of their interviews and “making of” content on being “gifts” for them. They also create live and in-person fan meeting events, as well as Christmas specials for the fandom. Their fans, STAYs, are integral to the band’s success in multiple ways:

• Streaming Power: STAY is aware of the importance of streaming content in the first week and is highly competitive when it comes to “beating” other K-pop fandoms in online polls and competitions. Fans coordinate streaming campaigns during every new release to maximise the group’s visibility on platforms like Spotify and YouTube. There is also the YouTube ad revenue from fans watching their videos, which would be in the millions at this point if you consider that just one video, Chk Chk Boom, has been watched 128 million times since its release five months ago.
• Social Media Advocacy: STAYs amplify Stray Kids’ presence online by sharing content, participating in global trends, and organising promotional activities. Unlike Jpop companies, which hold strict copyright control over everything they release, Stray Kids actively encourages reaction videos, fan fiction, and edits of their proprietary content. Many “fan edits” of Stray Kids content attract hundreds of thousands of views.
• Merchandising and Concert Attendance: Fans obviously support the group by purchasing albums, merchandise, and concert tickets, driving their commercial success. However, the band has also created individual artist items to allow fans to buy something designed by their idols and includes member-focused photographs in each album release to encourage multiple purchases and online swapping so that fans can have content based on the particular band member they are “biased” towards. Stray Kids has also created cute animal versions of each band member (SKZOO) to engage younger audiences. The band often wears these items on stage, and K-pop audiences are notorious for displaying their favourite member’s items at each concert, which also contributes additional revenue streams.

Lessons for Creatives and Brands

Stray Kids’ historic achievement offers valuable insights for creatives and brands across industries:

1. Authenticity Matters: Audiences are clearly drawn to genuine self-expression, and in an age of AI creating a dirth of polished, soulless content, authenticity will matter even more in the future. Not all content needs to be perfect or polished. Stray Kids film their vlogs on hand-held GoPros and often show the members doing very basic things, such as cooking or checking into a hotel room. As Gary Vee says, you don’t need to create new content; document what you are already doing.
2. Mass Content Creation: A robust and varied content strategy, from polished music videos to casual behind-the-scenes vlogs, ensures sustained engagement. Providing a continuous stream of fresh material keeps the audience invested and excited, and a focus on variety means there is something for everyone.
3. Interactive Community Building: Encouraging fans to actively participate in challenges, trends, and social media interactions creates a sense of belonging. Stray Kids focuses on their fans first and celebrates user-generated content, like reaction videos and fan edits, further amplifying their visibility and connection with fans.
4. Relentless Work Ethic: The group’s expansive discography exemplifies high output and dedication, illustrating the power of consistency. The days of quality over quantity are over. A high work rate and a “just ship it” mentality will eventually lead to quality. Not all of Stray Kids’ songs are brilliant or perfect, especially not in the beginning, but enough of them are, and they’ve improved at an exponential rate.
5. Multiple Revenue Streams: Stray Kids is part of a new wave of musical acts redefining traditional revenue models by integrating non-traditional income streams with music sales. Beyond album and concert ticket sales, they generate substantial revenue from YouTube ads on their viral content, SKZOO merchandise, and collaborations with global brands. Their approach contrasts with the conventional reliance on music alone, leveraging branded merchandise, fan-driven campaigns, and digital monetisation.

Stray Kids’ groundbreaking accomplishment on the Billboard charts is not necessarily a testament to their talent as musicians but rather their incredible ability to connect with fans and create some of the most engaging digital content I’ve had the pleasure of witnessing in the last few years.

Through their relentless work ethic, willingness to document every step of their journey and laser focus on what their fans want, they have set a new standard for global success. Their achievement is not just a blueprint for musicians but a broader lesson for creatives wanting to thrive in a digital landscape.