While household names including Dua Lipa, Coldplay and Shania Twain abound on the Glastonbury roster this year, one of the biggest acts on the festival’s main Pyramid Stage might not be so well known in the UK.
But sales of the boyband Seventeen – which has 13 members – last year surpassed those of every other pop act worldwide bar Taylor Swift.
Unlike many other K-pop acts, Seventeen create much of their own music. They operate uniquely as both a full ensemble as well as in three sub-units: hip-hop, vocal and performance. During concerts and on albums, they mix full-group performances with songs by the smaller units.
“We plan to put on a great show that’s true to Seventeen’s style,” said Wonwoo, part of the hip-hop unit, ahead of Glastonbury.
Woozi leads the vocal unit and serves as Seventeen’s main songwriter. He collaborates closely with the group’s main producer, Bumzu, who is also credited as one of the mastermind’s of the K-pop scene.
Dr Kim Youngdae, a South Korean music critic and ethnomusicologist, said the band stood out because of its consistency and teamwork.
“While many groups have been struggling to maintain the same energy and motivation over time, Seventeen has managed to stay at the top of their game for a long period. Musically, they are always very solid, capable of adapting to various genres.
“They remain some of the best performers in K-pop, constantly showcasing innovation in their music videos and stage performances.”
The band’s success over the years has been steady. Their first EP, 17 Carat, was released in 2015 and sold about 1,600 copies in its first week. Fast-forward to 2023, and their mini-album FML shifted more than 4.55m copies – becoming the most-sold K-pop album in its opening week.
With combined streams, downloads and physical sales, the International Federation of the Phonographic Industry (IFPI) declared FML the biggest-selling album worldwide last year. It also named Seventeen the world’s second-biggest-selling act of 2023, surpassed only by Taylor Swift.
Seventeen is managed by Pledis Entertainment, a subsidiary of Hybe Corporation, the powerhouse entertainment giant behind global sensation BTS.
Their output encompasses genres including hip-hop, EDM, love ballads and infectious pop anthems. Their discography ranges from the bubblegum pop of their 2015 debut single, Adore U, which captured a teenage boy’s innocent love confession, to the darker, more mature sound of the 2019 track Fear and the last year’s high-energy single Super.
This versatility, combined with their musical talent and flawlessly coordinated performances, has earned them a devoted worldwide following affectionately known as “Carats”.
Their fans celebrated the band’s invitation to Glastonbury. “To think that K-pop has become something that can be included in an event like this … This is a new feeling for me,” one Carat said.
“This is a huge deal that deserves celebration,” another comment on an online forum read. “Just look at the lineup: Dua Lipa, Coldplay, SZA and SEVENTEEN. It’s incredibly impressive.”
The band’s ascent is a reflection of the growing influence of K-pop on the music industry worldwide. The appeal of the genre is often attributed to its catchy melodies, intricate choreography and vibrant visual aesthetics, all of which transcend language barriers and cultures.
Groups like BTS have achieved global superstardom, and Blackpink made history last year as the first K-pop act to headline a major UK festival at BST Hyde Park. But it’s the once-underdog Seventeen that has the honour of becoming the first K-pop group to perform at Glastonbury.
In 2022, producer Bumzu told the Guardian about his ambition for the group: worldwide fame. Seventeen’s Glastonbury appearance will most certainly mark a turning point on that journey.
Even for crowds accustomed to western acts, the groups’ showmanship and contagious energy will be a revelation. Be prepared for a masterclass in modern pop performance – one that might become as familiar as any other main act.