How K-pop’s self-produced content became a secret weapon

There was a time when getting to know a K-pop idol beyond the stage largely depended on catching them on television. Groups would make the rounds of variety shows during promotions, showing off impressions, dancing to other artists’ songs or competing in games before disappearing from television until the next round of promotional cycles began. Today, much of that work takes place on the idols’ own channels. Self-produced idol content has evolved beyond behind-the-scenes footage and fan-oriented