Image is Everything: Re-Imaging Traditional Music in the Era of the Korean Wave (Essay‪)‬

In contemporary South Korea, much attention has been focused on developing strategies for Korea's global integration. The recent hallyu [TEXT NOT REPRODUCIBLE IN ASCII] (Korean Wave) phenomenon attests to the sheer potential of using performing arts as a cultural emissary for the promotion of Korean culture abroad. Within this context, individuals priming Korean music for global acceptance have been molding the image and sound into something potentially more accessible and, thus, marketable, to both local and global audiences. This article examines the influence of the Korean Wave on the development and promotion of Korean music. Based on firsthand observations through field research from summer 2008 to spring 2009, this piece explores three sites of performance--the stage, brochures, and Web sites--on which the image of Korean music is being reconstructed for widespread consumption. Developments draw on the romantic imagery and storylines of hallyu dramas, using intangible forms of Korea's heritage as raw source materials. Setting the Stage