초록
본 연구는 현대 사회에서 가장 가치 있는 문화자산이자 한류의 흐름에서 특히 중요한 위치를 차지하는 디지털 음악에 초점을 두었다. 디지털 음악에 대하여 공신력 있는 음원 차트인 '가온 차트'에 진입한 음원들의 73주간 순위 변화를 수집하였으며 유사한 특징을 가지는 패턴들로 분류하였다. 이후 각 순위 변화 패턴으로부터 주목할 만한 특징에 대한 설명적 분석을 수행하였다. 구체적으로 음원에 대한 신뢰도 이슈가 발생하기 이전 기간의 국내 발매된 디지털 음원들로 한정하여 시점을 일치시킨 후 시계열 군집분석을 통해 패턴을 도출하고자 하였다. 데이터 수집과 전처리를 통하여 742건의 중복되지 않는 음원들을 확보하였고, 시계열 순위 변화에 대한 시계열 군집분석 결과 16개의 패턴들이 도출되었다. 이후 도출된 패턴들을 기반으로 '스테디셀러'와 '원 히트 원더'의 두 가지 유형의 대표적인 패턴을 확인하였다. 나아가 두 패턴에 대하여 차트 내에서 음원의 생존 기간과 음원 순위에 관점에서 다섯 가지의 세분화된 패턴으로 분류하였다. 각 패턴들이 가지는 중요한 특징들은 다음과 같다. 원 히트 원더형 패턴에서 아티스트의 슈퍼스타 효과와 편승효과가 강하게 나타났으며, 소비자들의 디지털 음원 선택에 강한 영향을 미친다는 것을 확인하였다. 나아가 스테디셀러형 패턴을 통해서 매우 오랜시간 소비자들의 선택을 받는 음원들을 확인하였고, 소비자의 니즈를 관통하며 가장 많은 선택을 받는 음원들이 오히려 원 히트 원더형 패턴이 아니라 스테디셀러: 중기 패턴에 포진하고 있음을 확인하였다. 특히 주목할 만한 점은 스테디셀러형 패턴을 통해 기존의 패턴과는 상반되는 '차트 역주행' 현상을 확인했다는 것이다. 본 연구는 디지털 음원을 중심으로 상대적으로 소외되었던 분야인 시간의 흐름에 따른 음원의 순위 변화에 초점을 두었고, 음원의 흥행과 순위를 예측하는 것이 아니라 순위 변화의 패턴을 세분화함으로써 음원 연구에 대한 새로운 접근을 시도하였다는 점에서 의의가 있다.
This study focused on digital music, which is the most valuable cultural asset in the modern society and occupies a particularly important position in the flow of the Korean Wave. Digital music was collected based on the "Gaon Chart," a well-established music chart in Korea. Through this, the changes in the ranking of the music that entered the chart for 73 weeks were collected. Afterwards, patterns with similar characteristics were derived through time series cluster analysis. Then, a descriptive analysis was performed on the notable features of each pattern. The research process suggested by this study is as follows. First, in the data collection process, time series data was collected to check the ranking change of digital music. Subsequently, in the data processing stage, the collected data was matched with the rankings over time, and the music title and artist name were processed. Each analysis is then sequentially performed in two stages consisting of exploratory analysis and explanatory analysis. First, the data collection period was limited to the period before 'the music bulk buying phenomenon', a reliability issue related to music ranking in Korea. Specifically, it is 73 weeks starting from December 31, 2017 to January 06, 2018 as the first week, and from May 19, 2019 to May 25, 2019. And the analysis targets were limited to digital music released in Korea. In particular, digital music was collected based on the "Gaon Chart", a well-known music chart in Korea. Unlike private music charts that are being serviced in Korea, Gaon Charts are charts approved by government agencies and have basic reliability. Therefore, it can be considered that it has more public confidence than the ranking information provided by other services. The contents of the collected data are as follows. Data on the period and ranking, the name of the music, the name of the artist, the name of the album, the Gaon index, the production company, and the distribution company were collected for the music that entered the top 100 on the music chart within the collection period. Through data collection, 7,300 music, which were included in the top 100 on the music chart, were identified for a total of 73 weeks. On the other hand, in the case of digital music, since the cases included in the music chart for more than two weeks are frequent, the duplication of music is removed through the pre-processing process. For duplicate music, the number and location of the duplicated music were checked through the duplicate check function, and then deleted to form data for analysis. Through this, a list of 742 unique music for analysis among the 7,300-music data in advance was secured. A total of 742 songs were secured through previous data collection and pre-processing. In addition, a total of 16 patterns were derived through time series cluster analysis on the ranking change. Based on the patterns derived after that, two representative patterns were identified: 'Steady Seller' and 'One-Hit Wonder'. Furthermore, the two patterns were subdivided into five patterns in consideration of the survival period of the music and the music ranking. The important characteristics of each pattern are as follows. First, the artist's superstar effect and bandwagon effect were strong in the one-hit wonder-type pattern. Therefore, when consumers choose a digital music, they are strongly influenced by the superstar effect and the bandwagon effect. Second, through the Steady Seller pattern, we confirmed the music that have been chosen by consumers for a very long time. In addition, we checked the patterns of the most selected music through consumer needs. Contrary to popular belief, the steady seller: mid-term pattern, not the one-hit wonder pattern, received the most choices from consumers. Particularly noteworthy is that the 'Climbing the Chart' phenomenon, which is contrary to the existing pattern, was confirmed through the steady-seller pattern. This study focuses on the change in the ranking of music over time, a field that has been relatively alienated centering on digital music. In addition, a new approach to music research was attempted by subdividing the pattern of ranking change rather than predicting the success and ranking of music.