Issue Focus
Major Korean Entertainment Firms Embrace AI and Localization Strategies
Summary
| Type | Market Trends | Genre | Music |
|---|
Detail
Leading Korean entertainment companies like SM Entertainment, HYBE, and JYP Entertainment are actively diversifying their growth strategies by incorporating advanced technologies and targeting global markets. This includes launching virtual artists, leveraging artificial intelligence (AI) capabilities, and forming localization-focused groups.
SM Entertainment plans to debut its first virtual artist Naivis in the third quarter, a character developed by the SM Virtual IP Center and previously featured in aespa’s universe. Additionally, SM is preparing to unveil a five-member “trot idol” group later this year, combining K-pop trainees, actors, and "Mr. Trot 2" participants. HYBE, through its subsidiary Supertone, is launching the real-time voice conversion service 'Shift', which has garnered positive reactions in Japan and Russia.
These companies are also focusing on localization to overcome the limitations of exporting K-pop idols. HYBE's new strategy, “multi-home, multi-genre,” will create artists tailored to local markets in the U.S., Japan, and Latin America. Similarly, SM is introducing DEAR ALICE, a UK-based boy group, and JYP is launching a localized girl group in Latin America. However, challenges remain as earlier localized groups like HYBE's cat’s eye and JYP's BiChu have yet to show significant success on music charts. Experts suggest more time is needed for localized K-pop markets to grow independently.
SM Entertainment plans to debut its first virtual artist Naivis in the third quarter, a character developed by the SM Virtual IP Center and previously featured in aespa’s universe. Additionally, SM is preparing to unveil a five-member “trot idol” group later this year, combining K-pop trainees, actors, and "Mr. Trot 2" participants. HYBE, through its subsidiary Supertone, is launching the real-time voice conversion service 'Shift', which has garnered positive reactions in Japan and Russia.
These companies are also focusing on localization to overcome the limitations of exporting K-pop idols. HYBE's new strategy, “multi-home, multi-genre,” will create artists tailored to local markets in the U.S., Japan, and Latin America. Similarly, SM is introducing DEAR ALICE, a UK-based boy group, and JYP is launching a localized girl group in Latin America. However, challenges remain as earlier localized groups like HYBE's cat’s eye and JYP's BiChu have yet to show significant success on music charts. Experts suggest more time is needed for localized K-pop markets to grow independently.
Source
연합뉴스 (Yonhap News Agency), '현지화 그룹, 가상아이돌, AI…대형기획사들 비장의 한 수는, 2024-08-11
