In fact, virtual reality is far from being a technology accessible to everyone, especially in low-income countries. Glasses like Samsung’s VR remain high value for most people, which has led to less interest in the technology, making it more challenging for brands and businesses to incorporate virtual reality into digital events or offline spaces.
But what does K-pop have to do with this story?
On the other hand, there are also examples of success, such as the K-pop industry, which has found a way to increase the market value of its companies by combining high technology and entertainment. In 2013, SM Entertainment’s V CONCERT gathered a crowd at Gangnam Station in Seoul, South Korea.
Since then, other South Korean entertainment companies have turned to virtual reality to create unique and immersive shows and performances, as was the case with BTS, who was unable to attend The Graham Norton Show, and was featured on “My Universe” in a presentation with Coldplay in 2021.
Aespa e o Metaverso
In 2020, SM Entertainment surprised everyone with the launch of the new girl group Aespa. The group, made up of four members (Karina, Giselle, Winter and Ningning), combines virtual reality, metaverse and “bubblegum music” in a universe of digital games. Each member has an avatar, with the help of artificial intelligence Navis, trying to save Kwangya from the deadly Black Mamba virus.
The whole concept of the group, from the marketing to the songs and videos, is to tell the saga of the girls through this metaverse. What started as an awkwardness between the media and the general public was successful, and today, in addition to ambassadors of well-known brands, the group has thousands of views on YouTube and monthly listeners on the streaming platform.
How to prepare for the future
With an eye on the future and increasingly connected generations, brands, companies and even media organizations need to start preparing for the virtual world and discover ways to use virtual reality to keep in touch with their audiences, maintaining credibility, transparency and quality of information delivered.