South Korean company looks beyond 'Baby Shark'
A viral hit for the five-and-under crowd, Baby Shark has made its way around the world thanks to its k-pop beat, and lyrics that are - let's face it - hard to forget.
The fifth most-viewed video of all time on Youtube has even made it to the streets of Lebanon, after it was used to soothe a child caught up in anti-government protests.
But the company behind the hit, South Korea's SmartStudy is worried Baby Shark could be in danger of becoming a one-hit wonder.
Today, the company is working hard to come up with new characters.
Co-founder Ryan Lee says he's been inspired by another less-than-cuddly creature.
(SOUNDBITE) (Korean) CO-FOUNDER AND CHIEF FINANCIAL OFFICER OF SMARTSTUDY, RYAN LEE, SAYING:
"There are definitely children around the world who love dinosaurs, but dinosaurs haven't really been branded yet. So, I think this is an area we can explore. Personally I would like to make a dinosaur brand."
And it's got a big market in mind, too: China
Baby Shark made almost no splash on the mainland where Youtube is blocked.
SmartStudy also said that the Mandarin word for shark- shayu -was a little tricky to put to music.
But Lee believes that the right dinosaur character with the right K-pop beat will strike a chord in the Chinese market.
(SOUNDBITE) (Korean) CO-FOUNDER AND CHIEF FINANCIAL OFFICER OF SMARTSTUDY, RYAN LEE, SAYING:
"So far, the company is still in the preparation stages. My hope is that we can shine a spotlight on animals which haven't been too popular before. Who would have thought sharks could become this popular?"
Today, Baby Shark can still work up the crowds
SmartStudy calls it "evergreen content" and is pushing ahead with new ways to sell the video and its characters.
Next Up: plans for a Baby Shark-themed animated TV series with U.S. network Nickelodeon.
