Producer behind hits for BTS, Enhypen and Ateez says fan tastes are shifting and K-pop’s next generation may already be emerging
Swedish songwriter and K-pop producer Alex Karlsson has dedicated over a decade to subtly shaping the distinctive sound of K-pop from behind the scenes.
Since establishing his collaboration with SM Entertainment in 2013, Karlsson has expertly woven elements of Swedish pop songwriting into numerous K-pop releases. His impressive discography includes credits for some of the industry’s most prominent acts, such as BTS’ “We Are Bulletproof: The Eternal,” SuperM’s “Tiger Inside,” Enhypen’s “Fever,” Tomorrow X Together’s “Loser=Lover,” and Ateez’s “Bouncy (K-Hot Chilli Peppers).” Beyond these global sensations, he has also lent his talent to veteran artists like TVXQ and Super Junior, as well as popular girl groups including Twice, Red Velvet, and Itzy.
While international collaborations are becoming increasingly common as K-pop continues its global expansion, few overseas songwriters can match Karlsson’s extensive experience and deep familiarity with the South Korean music industry. The Sweden-born producer has resided in South Korea for many years, giving him a unique, firsthand perspective on K-pop’s dynamic evolution.
During an interview with The Korea Herald at the “Fete de la Musique 2026” conference in Seoul on Monday, an event commemorating the 140th anniversary of diplomatic relations between South Korea and France, Karlsson offered his insights into the ongoing debate surrounding BTS’ “Swim,” the latest main track from the group’s fifth LP, “Arirang.”
A Calculated Risk in K-pop Evolution
Some fans and critics have voiced concerns that “Swim” may lack the immediate commercial impact often associated with BTS’ previous global chart-toppers like “Dynamite” and “Butter.” Karlsson, however, presented a differing viewpoint.
“Lower energy songs can captivate audiences worldwide, and I firmly believe BTS could achieve ‘Dynamite’-level success with a more relaxed track,” Karlsson stated. “Other K-pop artists have seen major ‘chill’ hits, examples being NewJeans’ ‘Cookie,’ Red Velvet’s ‘Psycho,’ and Enhypen’s ‘Fever.’ Each time a band makes a comeback, they inherently take a certain level of risk. Even when the songs are exceptional, success is never guaranteed.”
Karlsson characterized BTS’ strategic decision to explore new sonic territories with “Arirang,” moving away from their signature sounds, as a bold yet worthwhile creative gamble for the K-pop group.
“They embraced a risk, and consequently, it appears to have sparked a wide array of opinions — which, in my view, is an integral part of a healthy fandom culture. They could have opted for a more conservative approach with sounds reminiscent of their past successes, which would likely have ensured more stable commercial performance, but my assumption is that wasn’t their primary objective,” he explained. “If I were in the studio, I would have fully endorsed this courageous artistic direction.”
BTS Grammy Hopes, Tempered Expectations
When questioned about BTS’ long-standing aspiration for a Grammy Award, Karlsson suggested that it’s still too early to accurately predict the group’s prospects at the 2027 ceremony.
“Currently, there are several other artists garnering significant favor from within the industry in the pop music segment. Given that there’s still considerable time until the Grammys, it remains very challenging to make easy predictions about their chances of winning,” he observed.
He noted potential contenders in the highly competitive pop field could include globally recognized artists such as Taylor Swift, Bruno Mars, Olivia Rodrigo, and Harry Styles.
Nevertheless, he encouraged fans to broaden their definition of success beyond solely awards recognition.
“Achieving a trophy is a monumental accomplishment for any artist, so I hope fans won’t be unduly disappointed even if it doesn’t culminate in that specific ‘happy ending’ of a Grammy win.”
Beyond BTS: The Future of K-pop
Karlsson reflected on his initial discovery of K-pop through Psy’s monumental viral hit “Gangnam Style.” He recalled encountering the music video when it had only accumulated around 30,000 views on YouTube, long before its unprecedented global explosion.
Following Psy’s meteoric rise and subsequent shift in global mainstream attention, many in the industry questioned whether K-pop could ever produce another artist capable of achieving similar levels of international acclaim. BTS decisively dispelled those doubts.
Now, as some industry observers ponder whether another K-pop act can rival — or even surpass — BTS’ unparalleled global triumph, Karlsson asserts that it would be unwise to underestimate K-pop’s remarkable capacity for continuous evolution.
“The K-pop fan appetite is undergoing rapid transformation. While idolization has traditionally been at the core of K-pop, it has reached a point of saturation. The market needs to adapt swiftly if it aims to avoid fading out, much like the Y2K boy bands did,” he cautioned.
Karlsson highlighted a growing trend where fans are increasingly seeking artists with whom they can genuinely relate, rather than merely admire from a distance.
“We are transitioning from admirability to relatability,” he articulated. “It’s not a complete overhaul, but the shift in online discourse over the past six months is undeniably different from last year. K-pop fan rules are becoming less rigid, casual fans are entering the arena, and the collective mindset of listeners is adjusting accordingly.”
This fundamental shift in K-pop fandom, he believes, may already be influencing the industry’s next generation of stars.
“I think that very well might already be here,” Karlsson concluded, referencing emerging acts like Long Shot, Cortis, and AllDay Project. “They have captured this more laid-back, approachable idol image that newcomers can appreciate alongside the traditional K-pop fandom. It’s just the tip of the iceberg, and more will certainly follow.”
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