Ruiyao Zhu-33832865

Korean music industry is known worldwide for its bold innovation and high-quality production. In recent years, with the rise of the concept of the metaverse, as  a  concept  permeating  in  different  fields  including  computer  science,  education, art, media studies museums, and even finance (Linuo 2022). As an important carrier of cultural output, Korean MVs are actively embracing this virtual reality technology. From virtual scene design to immersive interactive experience, Korean MVs are leading a new trend of combining music and technology. This combination not only enhances the artistry and viewing quality of MVs, but also provides fans with an immersive interactive experience.

Now let’s explore, in the era of the metaverse, what has K-pop launched to enter the market?

The most important step is the virtual boy group called Plave which was debuted in 2023. The members of Plave are presented as virtual images, and their idol activities are carried out through motion capture behind the screen. The MV is completely produced through 3D animation and special effects, using high-quality CGI and simple narratives, focusing mainly on the members’ expressiveness and stage charm. 

The metaverse gives MVs the possibility of constructing virtual scenes, making narratives no longer constrained by real physical environments. For example, aespa’s “Next Level” uses virtual members Nævis is a virtual member of the Korean group aespa. The MV is based on high-tech AI virtual characters, using space teleportation and other effects, and is mainly narrative. (æ) and high-tech scenes to show an imaginary multi-dimensional world that blends reality and virtuality. The characters in the MV are not only singers, but also become part of the multi-narrative, extending to skits and social media, constructing SM Entertainment’s “cultural universe” (SMCU).

Represented by virtual idols such as navis and PLAVE, the aesthetics of Korean MVs is no longer just a viewing experience, but brings fans into a multi-dimensional virtual world. MVs are not only released on YouTube, but can also be watched and interacted with in the metaverse platform, allowing fans to experience the world of idols as virtual characters. This cross-platform dissemination method makes the MV an immersive multi-dimensional space, allowing fans to get close to their idols.

The proliferation and popularity of Korean popular music (K-pop) girl group music videos in recent years, both in South Korea and internationally, epitomizes the Korean music industry’s embrace of Western music video paradigms, while also creating its own specific formula to give K-pop a seemingly unique brand identity (Unger 2015). Not only that, from the MTV era to the Metaverse era, Korean MV aesthetics have evolved from idol-centric displays to multi-dimensional immersive experiences. This evolution has enhanced K-pop’s variety, and give more colourful in this stage.

In the future, as technology advances, Korean MVs will continue to explore more possibilities of the metaverse, such as panoramic immersive MVs, interactive MVs where the audience can choose the ending, etc. However, while pursuing technological innovation, the artistry of the content itself must be maintained to make the combination of music and technology more balanced and lasting. The integration of Korean MVs and the metaverse is creating a brand new future for the global entertainment industry.

References:

Linuo, Z. (2022) ‘What’s Metaverse Film? Sci-fi, DAO or Digital installation?: Research on the intermediality of the Metaverse and Cinema’, Revista FAMECOS, 29(1), pp. e43354-17. Available at: https://doi.org/10.15448/1980-3729.2022.1.43354.

PLAVE 플레이브 (2023). PLAVE(플레이브) ‘여섯 번째 여름 (The 6th Summer)’ M/V. [online] YouTube. Available at: https://www.youtube.com/watch?v=c_yCRwh97M8 [Accessed 23 Nov. 2024].

SMTOWN (2024). nævis 나이비스 ‘Done’ MV. [online] YouTube. Available at: https://www.youtube.com/watch?v=2ZdVzQRkS4c.

Unger, M.A. (2015) ‘The Aporia of Presentation: Deconstructing the Genre of K-pop Girl Group Music Videos in South Korea’, Journal of popular music studies, 27(1), pp. 25–47. Available at: https://doi.org/10.1111/jpms.12109.

http://www.youtube.com. (n.d.). #SAKURA 님과 함께 #왹져챌린지 📻👀👽 #LE_SSERAFIM #PLAVE #BAMBY #Pump_Up_The_Volume #PUTV @LESSERAFIM_official. [online] Available at: https://www.youtube.com/shorts/btIrZinOQ-I [Accessed 25 Nov. 2024].