K-Pop and the Metaverse: Pushing Technological Boundaries

Stepping into the dazzling world of K-pop, where the boundaries are blurred between reality and fantasy, fans can prepare to embark on a sonic journey where music, dance, and technology collide. Korean pop music (K-pop), a music genre originating in South Korea, emphasizes experimental visuals, performance, and dance. K-pop’s popularity comes from its ability to push the boundaries of the music industry. Whether through the relationship between fans and artists, the multiple years of training to become an idol, or the ways large k-pop groups have subunits where members are switched in and out, K-pop has many unique practices in comparison to the western music industry.

K-pop is now taking advantage of the metaverse – a new realm for industry trendsetters to explore different forms of fan engagement and live music experiences. Blackpink, one of the most famous female girl groups in the world, collaborated with Zepeto, a South Korean app where users can create and interact with others as 3D avatars created by the app using photos uploaded by users, to hold a virtual fan meeting. During fan meetings,

Fans typically interact with their favorite groups and receive autographs and personal messages. During this fanmeeting which took place in December 2020, Blackpink and Selena Gomez performed their song “Ice Cream '' via their avatars which were wearing the same outfits from the music video. Fans could then interact with their avatars virtually by taking pictures with their avatars, although the girls were not technically behind the screen. Later in 2021, well-known K-pop girl group Itzy followed suit and held their own virtual fan meeting inside Zepeto’s metaverse theme park K-Wonderland, spaces where fans of Korean culture have the opportunity to interact with it in different ways such as K-pop stage where anyone can be a K-pop idol.

On November 17, 2020, SM Entertainment’s newest girl group, Aespa, released their first ever single, “Black Mamba.” The name Aespa combines the letters “a'' for avatar and “e” for experience with the word aspect. Aspect alludes to Aespa’s two sided nature and the concept of meeting another self. Aespa has eight total members: four real-world members and four virtual counterparts in the metaverse. The virtual counterparts are overly fantasized versions of Aespa’s real members. The virtual versions of the real members, known as the “ae” members, are featured in all of their music videos where they fight against threats that exist within the metaverse. Aespa’s debut received a lot of media attention for its innovative concept. Aespa has performed on several stages across the world such as music festivals in Korea, the Jimmy Kimmel Show, and their biggest performance yet was Coachella 2022. Oftentimes as the girls dance, their ae members will do the same exact dances behind them on screens.

SM entertainment has released episodes on Youtube that explain the lore behind Aespa which exists in what SM calls the SM Culture Universe (SMCU). The episode explains how within this technological world the girls coexist with their ae members and each member’s personalities. Viewers are also introduced to the villain of this world, the Black Mambda, which is disturbing the connection globally between people and their ae’s. The girls must navigate Kwangya, the intermediate realm between reality and the virtual world, to fight the Black Mamba. These stories are told within the lyrics of Aepsa’s songs and enhance the overall meaning of the music. Aespa does not only make music, but it also has this entire storyline that make listeners more invested in the world they create.

Aespa’s futuristic stage outfits help to enhance this concept, with most of their outfits featuring holographic and metallic materials. While they are not featured in Aespa’s live performances, the “ae” members appear as projections behind them. The glittering outfits make viewers feel as if they are looking at a computer screen and the girls are in the metaverse. Aespa has also worked with photographer, Bryan Huynh, for the concept photos for their song “Next Level,” which features the girls wearing visually striking outfits full of holographic accents and sharp accents. Japanese member Giselle wore an asymmetric and angular skirt made of a leather material. Her top featured an interesting cutout across the chest and a coat with red accents. They generally wear chunky jewelry and boots, latex, and geometric tops. Their use of metallic materials, asymmetric designs, and high tech gadgets as accessories, reminding viewers of technology and space. While Aespa’s members wear clothing that is rooted in practicality and comfort due to their dance performances, the AE versions of Aespa are able to experiment more. They wear clothing that shimmers and changes colors and incorporate technology into their outfits such as LEDs in certain elements of their outfits like their tights and boots. Their clothes are a reflection of an alternative universe in which technology is advanced enough for people to co-exist with their virtual selves.

Aespa’s concept is opening up new possibilities for the K-pop industry and ways fans can interact with the music. Aespa’s metaverse concept is rooted in storytelling and a parallel universe where the girls must protect the real world from dangers in the metaverse. With the incorporation of the metaverse into their music and its storytelling, Aespa encourages its fans (MY) to explore the world on a deeper level. Fans get to experience this virtual world through music videos, the occasional interview, and live performances and feel part of their world. K-pop itself is not a stranger to pushing the boundaries of music and forming strong connections betweens fans and artists. Rather than living in separate distinct worlds, Aespa integrates technology and reality, while also connecting members and fans. They both get to participate in this fictional world. In the future, fans could potentially attend a concert with solely ae-Aespa performing pushing the boundaries of performance. Aespa has set itself apart as a group willing to join reality and illusions to expand their creative expression.