In the midst of what can only be put lightly as a mountain of obstacles, JYJ is putting their best foot forward and unintentionally kicking up the music scene yet again.
Now months after the release of their first album, “The Beginning”, and yet only one live performance (at the KBS 2010 Acting Awards), most would not be surprised if the boys were a bit frustrated. However, the reality? They are optimistic, learning, and growing from the challenges.
In a statement released by a JYJ official, the group says: “Because of our lack of freedom to meet our fans through TV, we had to think of different routes to be connected with them. New concepts like our music essay, visiting shows that are not frequented by celebrities, and trying new things have taught us a great deal.”
Working around their effective ban from popular television by using innovative strategies and concepts like their newly released “Music Essay,” JYJ is not only still connecting with fans, but flipping the conventional marketing strategy upside down.
After being released just three days ago on January 24th, JYJ’s “Music Essay” has already sold 150,000 copies and has taken over the #1 spot on the Bestseller’s List- without any of the traditional on-air promotions.
The boys have accredited their unprecedented success to their dedicated fans who stuck with them during their split from SM Entertainment- and each personally thanks them in their new album, which they personally wrote, composed, and directed as a thank you to their fans.
Though we may not see them on TV, it goes to say that we certainly haven’t seen the last of them. With Junsu’s performance in the musical “Tears in Heaven,” an “internet drama” featuring 24 hour music, video, and photo contents of the boys set to launch on March 3rd, and an upcoming eight part series tentatively called, “JYJ’s Real 24 Hours”, on the cable network QTV, the boys and their fans seem to be saying that for JYJ, success is guaranteed ’till “fan-dom come”.