▲ This photo, provided by HYBE, shows Bang Si-hyuk gracing the cover of Billboard magazine. (PHOTO NOT FOR SALE) (Yonhap)

 

 

SEOUL, Apr. 26 (Yonhap) -- Bang Si-hyuk, CEO of HYBE Corp., the agency behind K-pop sensation BTS, announced that he will unveil a collaboration project with Supertone, an artificial intelligence (AI) audio firm equipped with voice synthesis and real-time voice enhancement technology, next month.

“AI technology is one of HYBE’s nearest key strategies,” the founder of the leading K-pop powerhouse said in an interview he had with U.S. Billboard for its magazine’s April edition, revealing his global vision.

When asked about the agency’s preparation plan for the ever-developing generative AI technology, Bang replied, “I have long doubted whether human beings could long remain as the sole producers of music,” adding, “I believe this era where human artists meet the audiences’ needs and tastes will not last long.”

“As a part of our preparation plan, we acquired Supertone, an AI audio company that can perfectly replicate human voices. We are currently working on a collaboration project with the firm, titled ‘Project L,’ and our output will soon be released next month,” he added.

The producer-cum-chairman said, “The exclusive technology owned by Supertone not only imitates human voices in general but also perfectly simulates each and every accent and characteristic of the artist, including one’s age. If you apply the accent of an artist to a recorded voice, the voice comes out completely differently.”

In regards to the so-called “K-pop crisis theory” which projects that there will be no other K-pop group that would follow the fame and success of the supergroup BTS, the CEO affirmed, saying, “No other group like BTS will be created in the near future.”

Adding to the recent decline in K-pop’s popularity in the Southeast Asian market, Bang shared his analysis, saying, “The fact that BTS has currently paused its group activity surely would have had an impact on such a slump.”

In the meantime, he also expressed his confidence, saying, “However, if asked whether HYBE can showcase another K-pop artist who can top the Billboard Hot 100 in the near future, the answer is ‘yes.’”

“Our experience of growing BTS enormously and running a multi-label agency gifted us with strong connections and know-how,” Bang said. “With such gifts, HYBE will be able to help other talented acts to grow and make tangible outcomes.”

While referring to NewJeans and Le Sserafim, managed by ADOR and Source Music -- independent labels under HYBE --, respectively, the CEO said, “NewJeans made its entry into the Billboard Hot 100 without any prior in-person promotions in North America, while Le Sserafim has been enjoying an ever-growing number of streamers on Spotify.” 

 

Chairman Bang, also dubbed “Hitman” Bang,” additionally confirmed that he plans to hold a global audition in collaboration with Universal Music Group’s Geffen Records to discover and debut budding artists.

Meanwhile, Bang’s HYBE, which recently acquired the American hip-hop label QC Media Holdings, is seeking to expand its genre to Latin music as well as hip-hop.

In regards, Bang said, “We have been searching for a global partner with whom we can collaborate and produce Latin music since last year,” adding, “We will continue to search for ways to mint new boy or girl groups aimed at overseas music markets including hip-hop and Latin.”

(This article is translated from Korean to English by Ha eun Lee)

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