By Taehoon Kim
In an industry where fleeting trends dominate, Apartment (APT.)—the electrifying collaboration between BLACKPINK’s Rosé and Bruno Mars—has managed to defy expectations. The song, blending Rosé’s signature ethereal vocals with Mars’ polished R&B artistry, has surged to No. 7 on the Billboard Hot 100, marking another milestone for K-pop’s global expansion.
Rosé, already a trailblazer as the first female K-pop soloist to reach No. 3 on the chart, has further solidified her presence in the Western market with this latest entry. But it is beyond the United States where Apartment has truly made history.
According to Billboard, the song has held the No. 1 position on the Global 200 chart—tracking international streaming and digital sales—for an unprecedented 15 weeks. This achievement eclipses the previous record held by Mariah Carey’s perennial holiday hit All I Want for Christmas Is You.
On YouTube, the Apartment music video has amassed over a billion views in just 105 days, surpassing PSY’s Gangnam Style as the fastest K-pop video to reach that milestone. The virality of the track has been fueled by a wave of social media trends, with TikTok and Instagram reels amplifying its infectious hook and smooth choreography.
What makes Apartment resonate so strongly? Music analysts point to its irresistible chorus, Mars’ seamless integration into the track, and Rosé’s ability to bridge cultures with her multilingual appeal. Behind the scenes, Rosé’s industry connections played a pivotal role in securing the collaboration. Experts cite the "strength of weak ties" theory in social networking—her ability to navigate both Western and Korean music circles—as a key factor in the song’s success.
Her strategic moves are indicative of a broader shift in the global music landscape, where K-pop stars are no longer just performers but influential power players in the industry.
Rosé is not the only BLACKPINK member making waves. Lisa, another powerhouse from the group, recently debuted her solo single Born Again at No. 69 on the Billboard Hot 100. Featuring pop sensations Doja Cat and Raye, the track has also gained traction in the U.K., debuting at No. 13 on the Official Singles Chart.
For Rosé, the past year has been career-defining. "I’ve achieved so many dreams I never thought possible," she reflected in a social media post, emphasizing the personal and professional growth she has experienced. Looking ahead to 2025, she has promised her fans more ambitious projects and continued artistic evolution.
The success of Apartment is more than just a personal triumph for Rosé—it is a testament to the ever-expanding global influence of K-pop. Once a niche genre outside of Asia, Korean pop music has become an undeniable force in the mainstream market, seamlessly integrating into Western charts, streaming platforms, and award shows.
As Rosé and her contemporaries continue to push boundaries, one thing remains clear: K-pop is no longer just riding the wave of global pop culture—it is shaping it.
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