ABSTRACT
Over the past few years, streaming music platforms, such as Spotify, Apple Music, Joox, and Deezer, have started to emerge. This affects the sales of physical albums that are gradually becoming less exciting, or may even disappear in the next few years. Therefore, some innovation is needed in boosting the sales of music albums, as has been done by the K-Pop music industry. Therefore, this study examines in detail the process of innovation of K-Pop albums in each generation. This is a qualitative research with diachronic approach. Data is obtained through literature study and observation. The data obtained will be analyzed using the theory of Customer-driven Innovation vs the old paradigm of Customer-centered and Customer-focused Innovation. The results of this study are that it can be seen that the first generation of K-Pop albums is classified as Customer-focused Innovation, the second generation is classified as Customer-centered Innovation, and the third generation is classified as Customer-driven Innovation.
