[Hallyupedia] Fandom Platforms (팬덤 플랫폼)

by Yun Ji Hyun / Cha Min Kyung

[ENG] Fandom Platforms

A fandom platform refers to an application (app) service designed to connect K-pop artists with their global fandom as K-pop becomes popular around the world.

 

▲ This combined photo shows Naver's V LIVE as well as HYBE's Weverse app.

The nature of fandom platforms is similar to that of social networking services (SNS), but it is tailored to provide a variety of exclusive contents related to a particular artist such as music videos, entertainment shows, and photo shoots to fans.

Personalized artificial intelligence (AI) services are also provided to the fans, allowing them to exchange text messages or make voice calls with one's favorite K-pop artist.

▲ Background behind the growth of Fandom Platforms
Even before K-pop emerged as the mainstream of the global music industry, the concept of fandom culture had already existed in Korea.

 

▲ This captured picture from tvN's popular drama "Reply 1997" shows a scene where members of the fan club of boy group H.O.T. gathered together.

In the past, handwritten letters, fan magazines, phone mailboxes, and PC communication clubs were used, as well as fan cafes that share information about stars among fans or fan clubs that were operated under the management of the stars' agencies also acted as the main communication channels between fans.

In recent years, however, due to the rapid development of mobile technology and increase in the number of K-pop fans around the world, fandom platform has begun to emerge as a new reformed channel to tie fans with not only artists but the fan community overall.

Additionally, the COVID-19 pandemic has created opportunities for not only the entertainment industry but also the IT industry and game companies to expand online contents.

▲ Must-have apps for K-pop fans

HYBE, the K-pop powerhouse behind BTS is one of the leading agencies when it comes to the size of fandom platforms.

HYBE has been operating its own fandom platform "Weverse" since 2019, and has gathered a plethora of users by selling BTS concert tickets and various merch exclusively on the app.

 

▲ This photo provided by HYBE (Big Hit Entertainment) shows the introduction page for Weverse.

As of February, the cumulative number of downloads for the Weverse app exceeded 25 million.

In the beginning, Weverse was a fandom platform for artists within HYBE including, BTS and TXT, but now the app has grown by recruiting overseas artists beyond the agency.

 

▲ This photo provided by beNX shows British pop trio, New Hope Club join Weverse.

Earlier this year, Weaverse also announced plans to launch a mega K-pop fandom platform in cooperation with Naver, which has already established its status as an online video platform called "V LIVE," by integrating the two platforms together.

Meanwhile in the game industry, NCSOFT released its new platform "Universe" in 134 countries earlier this year, in efforts to catch up with the other fandom platforms.

 

▲ This undated image, provided by South Korean online game maker NCSOFT Corp., shows its K-pop fan platform, Universe. (PHOTO NOT FOR SALE) (Yonhap)

Universe has a special feature which is providing personalized services to the fans based on the technology used by the game company. One example is the "Private Call," a service where artists and fans make one-on-one calls.

 

▲ This photo provided by WM, Oui, and Starship Entertainment shows OH MY GIRL (left), WEi (top right), Cravity (bottom right) who have all joined Universe. (PHOTO NOT FOR SALE) (Yonhap)

Singer Kang Daniel and idol groups (G)I-DLE, ATEEZ, OH MY GIRL all joined Universe, and as of March, Universe has accumulated 5 million downloads.

 

 

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