The Mystery Behind Unbelievable Fandom

Article published: September 10, 2023

Original source: https://n.news.naver.com/article/015/0004889893?sid=103

English translation: plaveintl

"I thought it was AI, but it turns out there's a real person behind it"

"I initially assumed it was AI, but to my surprise, it's actually a real person, and I've become a fan just like that."

"I've been a devoted K-pop fan for a while now, but this kind of fandom experience is entirely new."

The group PLAVE, carrying the title of 'virtual idol,' has been making waves in the entertainment scene. Unlike previous virtual entities that remained limited to influencer status, PLAVE is forming a dedicated fanbase and achieving results that rival other idol groups. 

This development has piqued curiosity as a potential fresh revenue model in the entertainment industry.

One of the most noteworthy aspects setting them apart is the revelation of a 'genuine person' behind the characters. 

While various AI-generated characters have been introduced in the past, they struggled to connect with audiences by maintaining a distinction between the 'virtual persona' and reality. While they could serve as advertising models and influencers, doubts remained about their profitability in terms of generating consumption.

Particularly in the dynamic world of the K-pop industry, known for its storytelling and fan engagement, there was skepticism about how technical prowess, often seen as a cold and detached element, could resonate with fans. 

However, the current sensation known as 'virtual idol' PLAVE is receiving accolades for seamlessly blending the realms of emotion and logic, ushering in a new era in K-pop.

PLAVE employs motion capture technology, a technique where real human movements are directly mirrored in the characters. 

This technology has a history of application in iconic movies like "The Lord of the Rings" with Gollum, "Avatar" featuring the Na'vi, and "King Kong." As technology has evolved, its reach has extended to areas such as broadcasting, gaming, and beyond.

VLAST, the agency behind PLAVE, is a virtual content startup led by a team of experts in visual effects (VFX), game engines, and animation. 

Founded by Lee Sung-gu, who played a pivotal role as a computer graphics director in numerous broadcast programs, including MBC's virtual reality (VR) documentary "Meeting You," VLAST ventured out as an independent entity from MBC in February 2022.

PLAVE, showcasing their technical prowess, is gaining recognition as the 'virtual idol with a human touch.'  

This somewhat contradictory evaluation is considered a key to their success.

The fact that real-life members use motion capture technology to bring the characters to life is what has resonated so well in the emotionally charged world of the K-pop market.

An industry insider mentioned, "Initially, there was curiosity about the 'real selves' of the members, but now fans are increasingly attracted to the team as a whole. 

Since it's the actual members speaking and moving, there's almost no sense of disconnect when they interact. Furthermore, members and fans are enjoying the unique characteristics that only 'virtual idols' possess together. Even the group's narrative, if it were entirely virtual, would have had a hard time finding its place."

Though occasional technical glitches result in joints bending unnaturally, even this has reached a level where members and fans laugh and enjoy it together. 

The fact that they can candidly say things like "he looks like dog poop" to their agency representative adds to the fun and charm of being a 'virtual idol.'

One notable aspect they want to emphasize is that they've infused 'human qualities' throughout the team, emphasizing that they are not just another virtual group. The members not only excel in dancing and singing but also serve as singer-songwriters, directly involved in creating their music. They don't rely on AI to generate voices or produce music.

Member Hamin candidly shared his thoughts during his final livestream before his debut, saying, "Because we're labeled as 'virtual idols,' I'm not exactly sure how people will perceive us. It's still quite unusual and not very familiar. Maybe some people might criticize or talk bad about us, but our mission is to win over the audience, I believe."

Furthermore, he expressed in confidence, stating, "Because our music is so exceptional, I'm convinced that the audience will appreciate it. Each one of us is also tremendously talented."

Their strategy and authenticity have proven to be a winning combination. 

The initial sales of PLAVE's first mini-album, released last month on the 24th (sales within the first week), exceeded 200,000 copies. 

Their YouTube channel has crossed the 400,000 subscriber mark, and the music video for their title track, "The 6th Summer," reached a whopping 4 million views in just two weeks. 

They are keeping the momentum going with appearances on music shows, and they're set to grace the stage at the "Idol Radio" offline concert on the 23rd. They also have plans to further engage with fans through the Dear U Bubble fan platform.

An industry insider noted, "Fans love direct interactions with artists, which can pose a challenge when trying to extend an artist's IP into webtoons, animations, and other media. In contrast, 'virtual idol' seem to have fewer limitations when it comes to expanding their content. With the merging of animation fandom and the expansive reach of K-pop fandom, there's a great potential for a significant impact."

However, they also pointed out, "Securing an initial fanbase is crucial. Converting public interest and curiosity into actual content consumption remains a challenge.

Many entertainment agencies are exploring virtual humans and AI singers, but there needs to be a distinct and refreshing selling point that captures the public's attention."