Last week the soundtrack to Netflix animated fantasy film K-Pop Demon Hunters spent its sixth consecutive week at No.1 in the compilations chart, while Golden, which is taken from the album, topped the singles chart.
Now, two of the executives leading the campaign – Jim Roppo, chairman and CEO at Republic Records, and Steve Pitron, SVP, Island EMI Label Group, International – have told Music Week that they are simply blown away by the film’s runaway success.
“There’s no one that could tell you they predicted this,” said Roppo. “Our partners Savan Kotecha and Spring Aspers at Sony Pictures introduced us to this amazing project and we were immediately on board.”
Republic Records is working the campaign through a JV with Visva Records, the new label behind the soundtrack, which was founded by hitmaker Savan Kotecha. Island EMI Label Group is working the release in the UK.
“Golden is an anthem of self-acceptance and empowerment that feels like it’s already taken the crown for song of the summer and is still growing at a phenomenal rate,” added Steve Pitron. “The school holidays really couldn’t have come at a better time!”
Three of the songs on the OST made the singles Top 10 last week, while the album’s sales reached a new weekly peak of 16,176 units (370 digital downloads and 15,806 sales-equivalent streams). Its to-date tally is now 64,357 units, according to the Official Charts Company.
Golden became the first song from a movie to top the chart since Dua Lipa’s Dance The Night in 2023, Golden hit No.1 thanks to 42,853 sales (1,073 digital downloads and 41,780 sales-equivalent streams), a 34.69% surge, week-on-week.
Golden is credited to Huntr/X, Ejae, Audrey Nuna, Rei Ami & K-Pop Demon Hunters Cast, but is effectively a song by fictional K-Pop group Huntr/X, whose real life members are Ejae, Audrey Nuna and Rei Ami. Our analysis reported that Huntr/X are now the first female ‘group’ – three or more members – to have a No.1 single since Little Mix in 2021.
Golden wasn’t the only track from the album in last week’s singles Top 75: Your Idol hit No.10 (25,132 sales) and Soda Pop was at No.11 (24,868 sales). Both are credited to Saja Boys, Andrew Choi, Neckwav, Danny Chung, Kevin Woo, Samuil Lee & K-Pop Demon Hunters Cast. Four more songs from the album were ‘starred-out’ of the Top 75.
Here, we quiz Jim Roppo and Steve Pitron on the campaign so far and ask what’s next for the franchise.
The album has been performing well for some weeks now, did you expect to see the singles doing so well?
Jim Roppo: “We prepared for the film to have some success, but once the film was out I noticed my kids watching on repeat and began sounding the alarms internally and with all our partners that we have something truly special here. Week after week it continues to surprise us in the best ways, but that is where Republic thrives, immediately activating our partners across the board in undeniable pop culture moments like this. Now we are breaking records with our amazing label partners from Island EMI in ways I don’t think we even knew were possible.”
Steve Pitron: “At its core, it’s an incredible film that appeals to all ages; with its engaging story line, wonderful characters, beautiful animation, all under-pinned by brilliant music which resonates with both K-Pop fans and broader audiences. These songs not only serve as a strong soundtrack within the movie but also stand up in their own right, which has helped us focus on them in the same way we would with any other artist’s music. The film instantly generated a huge fanbase who immediately jumped in creating fan art, cosplay, and dance covers shared online, which helped build further awareness as playlisting and radio support then exploded. You cannot move without seeing or hearing this wherever you go at the moment.”
We are breaking records in ways I don’t think we even knew was possible
Jim Roppo, Republic
Golden is from a soundtrack album by a fictional band – this must be a unique campaign to work on based on that alone? What’s it been like to be part of?
JR: “Very unique, but that is what makes this project so special. We are breaking records in ways I don’t think we even knew was possible. We are watching a viral song of summer continue to grow at a phenomenal rate and we aren’t letting off the gas.”
SP: “It’s been an interesting few weeks working a project like this, but thankfully we have been in safe hands with Island EMI’s Christina Incocciati [head of international] and Max Lutkin [marketing] steering the project, both come with a wealth of knowledge and experience from working similar projects, most recently Wicked. I also have to shout out Phil Blackler, Florence James and the rest of the incredible streaming and commerce team who have also left no stone unturned in their efforts to ensure this became the success it is.”
You cannot move without seeing or hearing this wherever you go at the moment
Steve Pitron, Island EMI
Will this open the floodgates for more K Pop in the singles chart?
JR: “We are seeing K-Pop Demon Hunters raise all tides in the K-Pop space. You can see it with Twice, who already have global success on their own, but their participation in the film has brought them to the attention of millions of new fans experiencing the genre for the first time. Their single Strategy has re-entered the charts and continues to grow week on week.”
What’s next for the franchise and what lessons have you learned from this campaign so far?
JR: “Our focus remains on the soundtrack, we believe there are many more ways for us to continue sharing this special project. K-Pop Demon Hunters is a gift that keeps giving, and we will continue to be surprised at the new heights it will reach.”
SP: “I think it’s fair to say the world is waiting for news of what’s next for Rumi, Mira and Zoey aka Demon Hunters! One would hope there is a Part 2. I am excited to see how we can further bring the characters out of the movie to live in the real world!”