K-pop sensations Girls' Generation were formed in 2007 under the guidance of SM Entertainments, one of the most powerful and influential star makers working in the Korean music business. Girls' Generation are known for their influential role in advertising as well as their contribution to music; the eight members of the band exercise a power over teenage consumers throughout Asia and there is a steady stream of advertising agencies constantly offering product endorsement opportunities to the band. In 2011 and 2012 the group featured in more commercials than any other South Korean celebrities. The band are credited with shifting the emphasis within Korean music onto female idols rather than the male groups which dominated the Korean charts during the early part of the 21st century. Girls' Generation have now sold over 30 million singles are are known in South Korea as The Nation's Singers.