K-pop idols expand presence at festivals, university events to widen fan base

▲ This poster shows Seventeen members DK and Seungkwan, set to perform at the "Seoul Jazz Festival." Photo courtesy of Private Curve. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, May 11 (Yonhap) -- K-pop idols are increasingly broadening their performance stages beyond music programs and solo concerts, actively appearing at domestic and overseas music festivals as well as university events to expand their public reach and fandoms.

Industry observers say large-scale festivals and campus events, which can draw tens of thousands of spectators, provide idols with valuable opportunities to connect directly with audiences and gain viral attention through social media clips and fan-shot videos, commonly known as "fancams."

◇ Festivals once dominated by genre musicians see growing idol presence

One of the most noticeable changes at music festivals in recent years is the growing proportion of idol artists in festival lineups.

Festivals were traditionally regarded as stages mainly for rock, hip-hop and other genre-based musicians, but the atmosphere has shifted significantly.

This year's major domestic festival lineups prominently feature K-pop idols.

At the "Seoul Jazz Festival," scheduled for May 22-24, Seventeen members DK and Seungkwan, along with NCT members Taeyong and Haechan, are set to perform.

Monsta X will take the stage at the "Seoul Park Music Festival" on June 20-21.

▲ This image of Monsta X is provided by Starship Entertainment. (PHOTO NOT FOR SALE)(Yonhap)

More than half of the artists announced for "Waterbomb Seoul," set for July 24-26, are idols, including SHINee's Taemin, aespa's Karina and RIIZE.

The strategy is aimed at securing broader public appeal and generating buzz beyond existing fandoms.

Festival appearances also allow idols to strengthen their image as performance-oriented artists with strong live and stage abilities rather than acts dependent solely on fandom support.

For festival organizers, booking idols often translates directly into ticket sales.

"Fandoms with strong purchasing power definitely help attract audiences," one concert industry official said. "Groups with strong stage performances tend to receive very enthusiastic responses onsite."

The trend is also evident at major overseas festivals.

K-pop idols have increasingly appeared at globally renowned festivals such as "Coachella" and "Lollapalooza."

At "Lollapalooza Chicago" in July, Jennie will perform as a headliner, while aespa, I-dle and Cortis are also included in the lineup.

BIGBANG previously kicked off its 20th anniversary activities with a performance at Coachella last month.

▲ This image of BIGBANG is screenshot from the band's Youtube channel. (PHOTO NOT FOR SALE)(Yonhap)

Music critic Lim Hee-yun said overseas festivals no longer hold the same level of prestige they once did, making K-pop idols with strong ticket power increasingly important for festival success.

"From the artists' perspective, simply being positioned alongside world-class performers can create a positive image enhancement effect," Lim said.

◇University festivals emerge as key promotional stage for top-tier idols

University festivals have also become an increasingly important stage for idols.

While campus festivals in the past were largely centered around popular solo singers, top-tier idol groups are now appearing more frequently.

This year's university festival lineups resemble major music award shows.

NCT Wish is scheduled to perform at Seoul National University, RIIZE at Sogang University, Cortis at Hongik University and Le Sserafim at Soongsil University.

▲ This image of Le Sserafim is provided by Source Music. (PHOTO NOT FOR SALE)(Yonhap)

Other popular acts, including BoyNextDoor, ILLIT and KiiiKiii, are also appearing at various campus events.

University festivals are particularly attractive because their core audience -- people in their early 20s -- overlaps closely with K-pop's primary target demographic.

Such events also have strong viral potential on social media.

A video of aespa's performance at Yonsei University's festival last year recorded 1.29 million views on the university cheering squad's YouTube channel, roughly 43 times its subscriber count of 30,000.

Combined with independently uploaded fancams, the impact becomes even larger.

A fancam video of aespa's performance at Chungnam National University posted on YouTube surpassed 4.88 million views.

Music critic Lim said videos labeled with university names can reinforce youthful and aspirational images associated with campus culture.

"That symbolic image of youth carried by universities can become associated with idols themselves," Lim said. "That is one of the major effects of appearing at university festivals."

Industry officials say many idols participate even after lowering their appearance fees.

Performance fees for top-tier acts at university festivals are generally estimated at around 20 million won to 30 million won (US$14,000-$21,000), with some of the biggest stars reportedly receiving up to 50 million won.

▲ K-pop boy group Cortis is seen in this photo provided by BigHit Music. (PHOTO NOT FOR SALE) (Yonhap)

Although university festivals typically offer lower guarantees than commercial events, artists gain promotional and image-building benefits.

NewJeans previously donated all earnings from a university festival appearance, while some rookie groups reportedly perform without payment simply for the exposure opportunity.

"After deducting preparation costs, there are cases where almost no profit remains, and sometimes events even result in losses," one entertainment agency executive said. "But university festivals are not just about event revenue. Agencies also consider new song promotion, brand awareness and fandom expansion."

Music critic Jung Min-jae said university festivals, like music festivals, have become an important platform for idols to demonstrate their explosive stage presence and expand into broader activities.

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