Following BoA
Korean pop superstar BoA has conquered Asia, but will she see success in the US?

Throngs of photographers clutch their cameras, their eyes staring with impatient anticipation at the doorway of the Shrine Auditorium as they jockey for position. It's been 10 minutes and the last of emerging Asian and Asian-American talent walking the red carpet of Kollaboration's annual LA showcase have filed through. Young Hollywood actors Aaron Yoo and Justin Chon, MTV's America's Best Dance Crew stars Kaba Modern and Fanny Pak, and YouTube favorites David Choi, Kina Grannis and Paul Dateh have made their way through the media spotlight . . . all except the main act, Korean pop sensation BoA.

"Is she coming?" One photographer asks another.

"She's supposed to . . . hey, BoA's her name, right?"

"Yeah."

"Who is she again?"

"I don't know, but I hear she's big, real big." That's when you hear a run through of her impressive credentials: nearly 20 million albums sold worldwide, top recording artist in both Korea and Japan, countless music and video awards.

The music inside the theater signals the beginning of the show. Still no BoA. Rumors begin circulating. She's waiting outside in a car, prepping to make her fashionably late entrance. She's not walking the red carpet at all. She's a no show. Just when the mood behind the red velvet ropes begins to turn sour, a voice alerts the crowd: "She's here!"

Camera's are held up in position as a golf cart pulls up to the doorway. An anxious publicist holds the hand of a petite young woman decked out in black and leads her through the doorway. BoA looks unaffected as she is covered in blinding flashes. It is only when a video camera is pointed her direction for a quick impromptu interview does she briefly light up. Within seconds, the publicist leads her to the center of the carpet where BoA eyes the line of photographers for few rounds of shots. BoA's gaze never wavers from her unaffected, tightly pursed smile. Within moments, her publicist grabs her by the hand and pulls her through another door.

"Well, that was BoA," a photographer says as the media line quickly disperses. "She went by so fast I couldn't even tell if she was cute." He glances at the playback on his camera. "Well, at least she was cute."

Such is the life of BoA Kwon. The now 23-year-old Korean pop princess, the virtual Asian equivalent of Britney Spears, creates a stir wherever she goes—even it is for a fleeting moment—since she was prepped, groomed and trained for super-stardom at 11-years-old. She was discovered by an SM Entertainment record exec when she tagged along to her brother's audition and since then her life has never been the same. Like Britney (at least before the head-shaving and kooky behavior) BoA is the girl next door for young fans across Asia, the singer nearly every young girl in Korea or Japan aspires to be. They sing her songs, copy her dance moves and her funky, trendy Asian pop style. She is the female face of K-pop, an elite group that includes Korean hitmakers Rain and Se7en. To fit recording, touring, appearances, moving between Korea, Japan and her new home in the U.S. and acting roles into her hectic schedule, BoA has lived her life constantly on the go, under the glare of media and fan scrutiny. Surrounded by her record label and publicity staff who meticulously plan her nearly every career move, it becomes obvious she's swapped her teenage years for stardom. But that hasn't stopped her from reaching out to potential fans across the Pacific. It's a risky move—Rain launched a heavily anticipated U.S. debut, only to return to Korea after a botched L.A. performance and an $8 million lawsuit—but BoA is giving it a shot. Armed with top American producers Sean Garrett, Brian Kennedy and Toby Gad, she's determined to make her mark on American charts with her latest R&B-tinged self-titled English-only debut. The album was released March 17 and the debut single "Eat You Up," is an infectious dance floor anthem that could rival any Britney track. The single was released in digital format last year, peaking at No. 8 on Billboard's Hot Dance Club Play chart. The video, directed by Joseph Kahn, spotlights BoA's funky, energetic dance moves.

Aside from geography, it's new terrain for BoA. Having been a star since she broke out as a preteen in her native Korea, she is still virtually unknown in the U.S. She had a hero's welcome at this year’s Kollaboration—showing that Asian pop is alive and kicking among the Asian American youth. But while she sells out concert halls in Asia, she finds herself playing a free concert at Universal City Walk in LA. Among the crowds of diehard BoA fans, a few passing by stop to listen.

"Not bad," says a twenty-something observer who looks like she might groove to Lady Gaga or Britney. "Who is she again?"

In a small, house-turned-coffee shop in busy Koreatown in LA, customers are lounging in the patio area sucking on their large-sized straws from their Boba tea, oblivious to the commotion upstairs. Behind a curtain in an obscure small room, BoA and her publicity team are going over the details of the impromptu photo shoot. Thirty minutes and that's it. BoA will be off to another interview.

"I don't like to be late," the petite singer says, appearing restless. She's lived and worked on a hectic, time-efficient schedule for years. It's the only way she's been able to pack so many accomplishments in her short young years.

"I'm used to it," BoA says later. "I've grown up around adults and people in the industry. I'm always on a schedule. My days are never normal." She talks about the little pleasures she enjoys when she gets the chance—karaoke and shopping with friends. Love life?

"I don't have time for it," she simply says.

All this is nothing new to BoA. Although affable with a photogenic face, the singer speaks in short, brief sentences. She shies away from answering sensitive questions, especially on topics about what control she has over her career—her record label has had a tight hold on her image, music and lyrics. It becomes obvious that there will be no insightful, deeply personal statements made today.

"When I first started out, my label really guided me because I was so young," BoA says. "Since then I’ve been learning a lot, so now I have a lot more input." This includes what she calls her own style—a mix of funky tomboy with a little bit of sultry. She doesn't think just because she's Korean she needs to sex it up to pander to an exotic Asian image.

"I like my style," BoA says. "This is who I am."

She has been preparing for years for her American debut. Fluent in both Korean and Japanese, BoA has been working on her English with a tutor who follows her on promotional tours. Aside from language barriers, there's a larger bridge to cross. Despite the odds of Asian pop stars seeking success stateside, BoA is optimistic.

"I feel like I'm at a starting line all over again. I really spent a lot of time preparing for this album and I hope all my fans will enjoy it," BoA says. "Good music and performances always work in any place in the world."
With that, the photo shoot wraps. BoA has moved on.

by: Hazel Lodevico