K-pop has crossed over to the virtual realm. After the success of virtual idol groups like MAVE and PLAVE last year, the new “metaverse girl group” Triple Iz is now vying for the attention of devoted K-pop stans.
Triple Iz consists of three members, and brands itself as the “ultimate global girl group”. They are here to unite K-pop fans from across the world. How so? By “astral projecting” into the metaverse, of course!
Metaverse and K-pop idols
Triple Iz’s three real-life human members are from different parts of the world: Indonesia (Dita), South Korea (E.Ji), and India (Aria). So, Triple Iz’s agency figured out that the best way to show that they’re truly “international” is to “ascend” into the metaverse, where there are no geographical boundaries.
K-pop idols entering the metaverse to interact with fans is not new. Girl group aespa is one of the first idol groups to leap into the metaverse, even fleshing out intricate lore behind their metaverse characters to keep fans hooked.
Triple Iz will have a dedicated metaverse environment called “Ifland”. K-pop record labels are also known to be incredibly image-conscious, often meticulously crafting an idol group’s fashion, music and even their on-screen personas.
But for Triple Iz, fans are invited to participate in creative aspects of the group’s formation — most of which would be accomplished in “Ifland”. Fun! The only thing left that these K-pop celebs’ metaverse selves cannot do is sign autographs. Triple Iz’s agency, SK Telecom, also promised that they will be rolling out more features on “Ifland” that will let fans become full on “creative directors” for the group. Stylists? Don’t need em.
At the time of writing, Triple Iz’s debut single “Halla” has been viewed over 700,000 times on YouTube.
Fan engagement
“To date, most K-pop agencies have been focused on developing the product in relation to what they perceive as market demand – for example, capitalising on music trends, or finding a unique concept that fans enjoy,” says Dr. Sarah Keith, Senior Lecturer in Media and Music at Macquarie University, who specialises in South Korean popular music.
“What the metaverse offers is a way for fans to become more involved in developing and shaping the group themselves. This can be risky for agencies, as they yield some control to the public, but it can also create new kinds of enjoyable fan experiences as fans become co-creators in their favourite group, instead of just consumers,” she adds.
Image: Triple Iz via YouTube
