Korean pop, better known as K-pop, has taken a leap into the virtual realm following the achievements of virtual idol groups like MAVE and PLAVE in the previous year. Now, the “metaverse girl group” Triple Iz is competing for the attention of dedicated K-pop fans.
Triple Iz, consisting of three members from Indonesia, South Korea, and India, promotes itself as the “ultimate global girl group”. With their diverse cultural background, the group strives to bring together K-pop fans from around the globe through their entrance into the metaverse, removing geographical constraints.
Entering the metaverse isn’t a new trend among K-pop idols. The girl group aespa pioneered this movement, creating detailed narratives for their metaverse characters that captivated their fans.
Triple Iz has created a dedicated metaverse environment named “Ifland” to enhance the fan experience. Contrary to the traditional K-pop model where image, fashion, music, and on-screen personas are carefully crafted and curated by record labels, fans of Triple Iz are encouraged to participate in the creative processes of the group within “Ifland”. SK Telecom, the group’s agency, indicated that additional features will be rolled out on “Ifland” to allow fans to take up the role of “creative directors” in shaping the group.
With their debut single “Halla” reaching over 700,000 views on YouTube, Triple Iz looks set to make waves.
Engaging with fans in the metaverse provides a new form of interaction instead of relying solely on music trends or novel concepts. According to Dr. Sarah Keith, Senior Lecturer in Media and Music at Macquarie University, this move could be risky for agencies as it gives some control to the public. However, it creates a unique fan experience as they become co-creators in their favorite group rather than simply consumers.
This new trend helps to reimagine the boundaries between performers and fans, providing an interactive platform for fans to contribute to the formation and evolution of their favorite groups. From the evolution of K-pop in the virtual world, it’s clear that the engagement and power of fans are ever-increasing, becoming an integral part of the music industry’s growth and progression.
