Virtual K-pop idols are garnering significant attention in the K-pop industry, racking up views on social media platforms and receiving legal protections that even some human idols do not have. Virtual K-pop group, PLAVE, an entity derived from 2D animation comprising of five members, recently won the top spot in a fan-voted music show in Korea and has received nearly 8 million views on its new single. Although the group’s real human identities are hidden, intense speculation has led to defamatory comments and hate speech spread online.
Currently, there are two types of virtual idols within the K-pop industry. The first type is entirely produced through AI technology, whilst the second features real people behind the scenes with concealed identities. PLAVE falls into the second category.
The abuse aimed at the virtual characters has led the group’s agency, VLAST, to work with South Korean police to track down and prosecute those leaving defamatory comments online. Around 30 such cases have so far been identified.
VLAST’s decision to legally defend its virtual characters raises questions about copyright and defamation. The underlying question is, if no one knows the real identities of the individuals behind the characters, who is VLAST actually protecting? However, according to Dr. Sarah Keith, Senior Lecturer in Media and Music at Macquarie University, an agency could certainly pursue legal proceedings against individuals if their online activities were to harm the company and its business activities. She explained that virtual celebrities are still an agency’s intellectual property.
The inherent value of a virtual K-pop idol falls in the understanding that celebrity culture extends beyond individuals and encompasses selling a brand’s image and sound. Thus, defaming a virtual idol could potentially damage that brand, undermining its business activities.
The vitriol targeting these virtual idols may be the result of them diverting attention from more deserving K-pop groups, according to Dr. Keith. Nevertheless, the fact that virtual idols like PLAVE are being accorded the same legal protections as human celebrities underscores their acceptance in today’s pop culture.
