Article published: May 28, 2024
Original source: https://www.harpersbazaar.co.kr/article/1865449
English translation: plaveintl
I recently read an essay by Izumi Suzuki and found an interesting line. She was explaining to a friend why she dislikes R&B. “It wears me out because it feels too real. Every word is genuine, like they’re forcing something on me. I prefer something more artificial. After all, it’s just music.”
Of course, I consider myself a fan of Maxwell, Miguel, and Janelle Monáe, but I think I understand the context in which Izumi Suzuki made those remarks.
“R&B, which follows the tradition of gospel, carries an underlying anguish no matter how upbeat the rhythm is. It’s actually serious and heavy. I get excessively earnest about everything, which is why I get tired. If there’s any kind of message, whether it’s someone else’s story or music, I can’t just let it wash over me.”
I strongly relate to her self-confession. In short, all in. I also believed that sincerity was always a virtue in life. However, as I get older, I often find myself betrayed by sincerity. Therefore, my interest in PLAVE is a defense mechanism.
Women who seek to escape the heavy reality by looking for an insubstantial, glowing dream star will understand. In times like these, manga is more fitting than real-life idols.
Around the beginning of last year, I learned about virtual idols during a night out drinking with my K-pop early adopter friends. We had all recently stopped being fans of the idols we had passionately supported for years. They said they were now just going to enjoy things casually and praised PLAVE, which has a ‘webtoon art style.’ I don’t remember how that conversation ended.
But a year and a half later, I found myself completely absorbed in a live broadcast of a PLAVE concert.
Those friends who said they would enjoy it casually were in the same boat as me. We all started off lightly, but ended up getting hooked.
The lyrics of Nahzam Su’s “Cyberstar Adam,” arguably the saddest song in the world, go like this:
Adam, the beautiful cyber singer born knowing when he would die
Created and destined to die at the hands of irresponsible people
Within the crude shading that makes me
I cry and laugh like crazy
What sets PLAVE apart from Adam, the ill-fated cyber singer who met his end due to a virus 25 years ago? It’s not just that the “crude shading” has been refined. These women have seen a certain sincerity beyond the virtual signals. Perhaps the stories of the three women following my question will offer a hint to you, who might still be puzzled by all this.
1. Preset Values, Yet Genuine Emotions
I’m a webtoon writer, mainly focusing on romance. Every week, every year, I dive into writing about love. There’s no clear-cut answer when it comes to storytelling, and ultimately, it's up to the writer to craft the narrative. So, I can’t really lean on anyone else.
Sometimes, as I brainstorm lines that mesh well with the illustrations, I find myself questioning what romance truly means. In this cutthroat era of content competition, my aim is to keep readers engaged for at least 30 seconds when they click on my webtoon.
Honestly, this goal doesn’t exactly light a fire in me. Despite being immersed in love, it only seems to get more complex. Constant evaluation has led to a barrage of questions.
I often ask those around me if the lines or relationships I depict truly make their hearts flutter. The glittery, sweet, and fun aspects of life feel like luxuries, and just getting through my work can feel overwhelming at times.
PLAVE’s debut song “Wait for You” had a spot on my playlist for a while. I’d be working into the late hours of the night, and while I’m not a music expert, I figure songs have an even shorter window to make an impression than webtoons—maybe about 10 seconds? Yet, the vocals hooked me beyond those 10 seconds, compelling me to listen to the entire track. I couldn’t resist adding it to my playlist.
I found myself tuning in frequently while working on my stories. The lyrics resonated with me, and the harmony among the members was so impressive that I assumed they were a well-established idol group I had somehow missed. I got fixated on a particular section, imagining dialogue as I crafted my story. Then, when I started listening to the entire album and watched the music video for the first time, the impact was undeniable.
Is it an anime about idols? Or is it promotional material for a web novel or webtoon featuring an idol group? As someone in the industry, it’s only natural for my mind to go there.
Take “TeSTAR” from the KakaoPage webtoon “Debut or Die,” for example. “TeSTAR,” the fictional idol group in “Debut or Die,” doesn’t exist in real life, but it has a dedicated fanbase. Its success comes solely from the story depicted in the novel, not from their actual voices or performances. It’s like they’re living idols, with subway ads or birthday cafes popping up on their birthdays, and even ads on big building billboards. It’s not just a web content IP.
So, is this some innovative marketing strategy from a new agency? Is it meant to build anticipation by revealing members in the next album? Or maybe they’re relying solely on their music without showing the members upfront? At least I succeeded in sparking curiosity by searching on Namuwiki and looking for videos out of curiosity.
All my guesses were wrong, and before I knew it, I found myself watching the virtual idol's stage performances and their self-produced content videos.
After interacting with fans of various kinds over the years, I’ve come to a somewhat narrow conclusion. There’s a divide between those who aren’t enthralled by drawings and those who aren’t captivated by real people. It seems there’s a distinct line when it comes to being a ‘fan.’
The world of 2D and idol fandoms definitely has its boundaries. In the realm of preset values, 2D characters may evolve as the story unfolds, but every action and aspect of their existence serves the narrative. On the other hand, despite being real individuals, idols continually exhibit unpredictable changes based on their behind-the-scenes stories and years in the industry. For instance, a member who was initially reserved at debut might become more outgoing over time, or an initially awkward member might form particularly close relationships with others. In fictional works, such shifts might be termed ‘character collapse,’ but in reality, they often add to the allure. My own narrow-minded assumptions led me to believe that fans wouldn't easily cross this boundary.
But what brought them together was the gray zone. That’s where PLAVE came in. It was stunning. It felt like messages from boys who had fallen from stars in another dimension to “Terra” (Earth). They resembled ballerinas atop a music box. It was intriguing, yet I couldn’t stop watching.
Smoothly designed characters danced gracefully in the virtual realm, singing with refreshing vocals. Seeing Bamby with his pink hair even reminded me of “Cardcaptor Sakura.”
Their opening video was so iconic, it could define the century. Isn’t there a kind of magic that causes pink ripples in a black lake as soon as the tip of red enamel shoes touches it? Like a magical girl striving to seal enchanted cards, Bamby, dressed in cherry blossom hues, gracefully soared across the stage. It was captivating. It felt like a perfectly crafted scene, intentionally created by someone. They were virtual, after all. They were stars you could never reach or meet.
Yet, they weren’t just 2D. As I carefully explored the process behind PLAVE’s formation, I was astonished for the third time by them. Members who not only produce, but also write lyrics and compose songs themselves. At the end of each track, the members’ names are listed alongside the intricate choreography. They aren’t just versatile ‘characters’ in songwriting, composing, and choreography. They insist it’s not just a setup, but they call it ‘real.’ It's incredible that their stories are crafted from a blend of reality within 2D characters.
Within this virtual space crafted by planning and concept, their sincerity is undeniable.
Fans deeply immerse themselves in them. Just that alone propels PLAVE’s story towards completion. It’s beautiful. Despite being utterly trivial and irrelevant to my life, so what? I want to ask the cynical ones who brush off frivolous and consuming love and romance as unnecessary in this era: in the end, isn’t ‘love’ the answer to everything?
I really love Pixar’s animation “Coco.” It’s a story about life and death, but at its core, it’s about ‘faith and memory.’ In the afterlife depicted, beings exist through the memories of the living. If they’re not remembered, they fade into oblivion. True death means being forgotten altogether. A similar theme is explored in PLAVE’s track “Pixel World.”
Because of you, I breathe
Adding warmth inside me
The final puzzle fits, completing the pixel world
Just like in Coco’s universe, PLAVE’s world is meaningless without belief. It’s simple yet deeply moving. Amidst stars drifting like musical notes in the endless expanse of the galaxy, their seasons have cycled countless times. In a space where beginnings and endings intertwine, they can promise ‘eternity.’
It’s a pixel world that doesn’t physically exist, but is still real in its own way. Ultimately, PLAVE’s story is brought to life through the belief of PLLIs.
I binge-read the webtoons I’ve been a part of. While I might gripe about the challenges, truth be told, I absolutely love what I do. There’s a sense of fulfillment when I breathe life into the characters as a storyboard artist. It’s a bit embarrassing, but I want to add something else: I strive to do even better. Despite everything being a concoction of concepts and settings, the emotions poured into them are genuine. Once again, I gather the courage to write about futile love.
By youngha (Webtoon Writer, Serialized on Naver Webtoon “It’s Just Business”)
“Just like in Coco’s universe, PLAVE’s world is meaningless without belief. It’s a pixel world that doesn’t physically exist, but is still real in its own way. Ultimately, PLAVE’s story is brought to life through the belief of PLLIs.”
2. A New World Crafted by Glitches
“Whoa, what’s going on here?”
It’s a common reaction while tuning into the live broadcasts of the virtual idol PLAVE.
Occasionally, when technical synchronization errors occur out of the blue, the members undergo spontaneous and often hilarious transformations.
From awkwardly struggling with a leg that refuses to cooperate to accidentally kicking a nearby member in the face, the mishaps unfold in unexpected ways. There are even moments when a dance move goes awry, resulting in twisted hands or necks, creating oddly amusing scenes.
Each time, the members erupt into laughter until they can hardly catch their breath, covering up the glitching member’s body in comical poses, leaving viewers unable to contain their laughter. Numerous YouTube channels have already compiled such moments, garnering high view counts. It’s truly a world where ‘errors’ become the highlight of the content.
Up until now, there’s been no shortage of content showcasing idols making mistakes on music show stages, variety programs, or live communication platforms. But typically, these slip-ups don’t play a crucial role in defining a team’s identity. They’re often just fleeting moments of amusement or cute quirks displayed.
However, PLAVE breaks the mold. Currently stationed in the middle ground known as ‘Asterum’ to engage with fans on Earth, PLAVE stands out. It’s unlikely they faced such issues, or even had the chance to, back when they resided in their home base, ‘Caelum.’ Encountering a myriad of error situations amid such intriguing imagination and speculation becomes a defining narrative unique to the PLAVE team. This kind of storyline, with its distinct and unusual nature, isn’t found elsewhere in K-pop. It’s a special quality exclusive to the virtual idol PLAVE.
Of course, there isn’t a single flaw in PLAVE as a K-pop idol group. They embody all the familiar elements we associate with K-pop: the music, music videos sticking to the K-pop formula, distinct visuals showcasing each member’s personality, and plenty of content revealing their dynamic relationships.
But here’s the twist: while they tick all these boxes, they come wrapped in the unfamiliar shell of ‘virtuality,’ which adds a unique dimension to their story,
deviating from the predictable norms of the K-pop scene. Initially, there was widespread skepticism toward seeing members appear as 2D figures on screen, with many questioning the rationale behind creating such idols and labeling them as peculiarities. However, curiosity got the better of many, drawing them to PLAVE little by little. It wasn’t just the die-hard idol fans; even those scrolling through YouTube for something new began to take notice, expanding PLAVE’s fan base beyond the usual idol circles.
And the company didn’t miss this opportunity. Their live broadcasts, with members showcasing their eloquence, steadily attracted more viewers over time. Word about their hidden musical talents spread, drawing in listeners. In a world where doubt and curiosity, rejection and interest intertwine, PLAVE thrived and grew.
In the end, thanks to PLAVE, people found themselves facing a whole new world born out of errors. Whether by design or by accident, these idols perfectly tapped into the human instinct to seek out the familiar yet novel, achieving impressive success in a cutthroat industry where smaller agencies rarely get a chance to shine. They represented a unique success story that defied the typical trends of K-pop.
But beyond the logical analysis of their triumph, there’s a more romantic aspect: the attitude of PLAVE’s fans. Instead of stripping away the surface layers, they chose to support, embrace, and nurture the hearts behind the facade. Fans who, through moments of technical hiccups revealing the humanity behind the technology, looked upon the resilient young souls settling in Asterum at life’s end with warmer eyes than anyone else.
Technological advancements and their effective utilization don't just bring about unforeseen, dazzling successes that lead to new discoveries and insights. In truth, life is propelled not merely by cold technology, but also by warm gestures and steadfast support. PLAVE and their dedicated fans embody this reality.
By Park Hee-ah (Pop Culture Journalist)
“For some who’ve been hurt by people, they found solace in the world of 2D for a long time. Ironically, it’s the added layer of illustration that allows emotions to be fully conveyed. It’s a world where things sound clearer and appear more profound, closer to their true essence.”
3. Even If It’s a Lie, I’ll Believe It
It was during “The 6th Summer.” Sitting with my friend, about to dig into some pasta, we decided to snap some ‘otaku shots’
when a peculiar picture caught my eye. Inside an intricately decorated top loader, there was a character I didn’t recognize.
Out of the blue, my friend pulled up a YouTube video showcasing PLAVE’s music. They quickly skipped through scenes, from the pink-haired boy Bamby to the appearance of their favorite bias, then paused. “Is this the intro to a new anime?” It kicked off with a refreshing and lively vibe. I said I’d check it out when I got home. And I meant it.
In the short story collection “To My Bias,” there’s a brief appearance of idols. They make a comeback with a song set against the backdrop of a world where only mountain peaks remain as the sea level rises. In a world endlessly drenched by rain, boys wait tirelessly. But for whom?
If they are the ‘PLAVE’ of Asterum, they’re waiting to meet their ‘PLLI’ across space and time. Singing “I’ll wait so I can reach you where you are” (“Wait for you”). How did the world in “The 6th Summer” foresee the future approaching PLAVE?
As the weather turns sunny, classrooms and grounds dry up in a faint misty light. And when the complete PLAVE gathers on a hill where yellow marigolds bloom, they laugh and sing.
With faces beaming with joy as if embracing the happiness that ‘will surely come,'’just like the language of marigold flowers suggests, they embrace the dazzling summer day.
When I first came across PLAVE through their MV, I was a bit puzzled. Was it like those music-related anime MVs such as “Bocchi the Rock!” or “Given”? Or was it more like the “Ensemble Stars!” game where voice actors sing? Maybe it was similar to vocaloid characters like Hatsune Miku?
After watching a few recommended videos, I quickly figured out that it’s a system where the main characters are rendered in 2D graphics. But what really caught my attention was that they handle everything from songwriting, composing, producing, to choreography themselves. It's not some group put together by others; the members actually reached out to each other and convinced themselves to form the group of five.
Wow, this is fun and really fresh. A future-oriented “handcrafted,” they say. The packaging gives off a sci-fi vibe, but the content brings back memories of a time long forgotten.
It’s both familiar and new, and somehow manages to feel fresh yet nostalgic. Even though I’ve become somewhat jaded and unimpressed by most things,
PLAVE grabbed my attention. “What is this? Have I been waiting for something like this…” I found myself muttering, before spontaneously adding “Pixel World” to my playlist.
So, it turns out there’s an idol who looks just like Howl from “Howl’s Moving Castle.” He’s got a gorgeous voice, killer vocal skill, and his dance moves are solid. He sings Yuuri’s “Betelgeuse” and NewJeans’ “Hype Boy.”
It’s hard to believe he once calmly said his dream of being a singer faded away because he never got the chance. His talent makes you wonder if he was telling the truth. On stage at the music broadcast, he floats effortlessly, riding high on the soaring notes of “The 6th Summer,” shining like a miracle of tears. Light, simple, and fresh as pixels.
At that moment, it feels like he’s taking a stroll through the air. With the delightful daydream, every day could be like a mid-air stroll with Noah by your side.
For some who’ve been hurt by people, they found solace in the world of 2D for a long time. For them, PLAVE’s current form became something they could connect with. Being seen as “characters” allowed them to comfortably enjoy the music, watch the stage, and follow self-produced variety shows.
It's not uncommon for fans with no prior experience in idol culture to be drawn in, perhaps because of PLAVE’s unique identity, which highlights their talents and charm.
These five “characters” have an impact. They’re crafted so intricately that they feel remarkably “human,” making them seem authentic. Ironically, it’s the added layer of illustration that allows emotions to be fully conveyed. It’s a world where things sound clearer and appear more profound, closer to their true essence.
As someone who writes novels, one of the reasons why novels are so compelling is the element of fiction, the agreed-upon premise of “lies.”
This safety net of “lies” gives courage to fearful and vulnerable individuals to express the inner thoughts they keep to themselves. Some choose to wear the mask of fiction to speak their truth. They package harsh realities within believable narratives and present them, saying, “This is fiction.” Others dive into alternate dimensions of time and space to sing and dance freely. They confess, “Because our relationship can never be eternal, we try to express ourselves more.” Somehow, the sincerity hidden within fiction resonates with the heart, even if we can’t quite grasp why.
Every book has its final chapter. Webtoons and animations come to an end, games shut down their servers. But in PLAVE’s 2D world, there’s no promised conclusion.
There’s only a whispered melody saying,
“The unfinished story continues” (“Our Movie”). Because they don’t age or die, their notion of eternity isn’t false. A worldview where eternity isn’t a lie... “Even if it’s a lie, I’ll believe it” (‘Way 4 Luv’).
Lyrics contained within PLLI cross over into a distant dimension, becoming whispered words I don’t even realize I’m muttering.
By Ryu Si-eun (Novelist, Author of "To My Bias”)
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