He explained that the partnership between fans and artists leads to significant content creation.
HYBE is focusing on India and Latin America for its global market expansion.
[TVDaily Reporter Choi Hana] On December 5, Lee Jae-sang, CEO of HYBE, emphasized the significance of fan engagement and localized strategies during the Luminate webinar in the U.S.
At the webinar themed 'Super Fans: Global Citizens & Critical Connectors', he highlighted that K-Pop's innovative approach transcends mere music production and harmonizes with fan participation. He noted that fans actively strengthen their relationship with artists through social media, creating a feedback loop that quickly translates into streaming revenue.
Lee further explained that HYBE prioritizes fan engagement by integrating fan communities, artist support, and more, localizing the 'K-Pop approach' to fit each region's culture. He cited BTS's track 'Seven (feat. Latto)' achieving the fastest 1 billion streams on Spotify as an example of the significant role this strategy plays in global growth.
Lee Jae-sang's remarks highlight that fan engagement is a crucial factor in K-Pop's success. The growth between artists and fans forms a feedback loop, leading to new content generation. Particularly, the innovation of K-Pop is evident in that fans are not just recipients but active partners in artists' activities.
Furthermore, the involvement of Generation Z and Generation Alpha plays a significant role in the global expansion of K-Pop. These generations tend to quickly adopt new trends and create content collaboratively. HYBE has built platforms based on these characteristics, providing fans with opportunities for active engagement.
Finally, HYBE’s fandom strategy is executed through a tailored approach that considers the cultural specifics of each market. The strategy for expanding the global network through the growth potential in India and Latin America is noteworthy and is expected to be a core element for K-Pop's sustainable growth.
This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.
Photo: HYBE
