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Less than two months ago, the first music video by South Korean girl quartet MAVE: went viral, racking up nearly 20 million views on YouTube and setting the stage for potential global success.
At first glance, MAVE: looks like any other idolised K-pop band - except it only exists virtually. Its four members - SIU, ZENA, TYRA and MARTY - live in the metaverse, their songs, dances, interviews and even their hairstyles created by web designers and artificial intelligence. "When I first saw Mave, it was a little confusing to tell whether they were humans or virtual characters," said Han Su-min, a 19-year-old in Seoul. "Because I use metaverse platforms with my friends often, I feel like I could become their fan." The group's almost human-like avatars provide an early glimpse of how the metaverse is likely to evolve as South Korea's entertainment and tech industries join hands in the fledgling technology. It also represents a serious push by tech giant Kakao Corp to become a dominant force in entertainment. Apart from backing MAVE:, Kakao launched a 1.25 trillion won ($960 million) tender offer last week to buy South Korean K-pop pioneer SM Entertainment. SM is home to popular K-pop groups such as Girls' Generation, H.O.T., EXO, Red Velvet, Super Junior, SHINee, NCT Dream and Aespa. Source: Yahoo Canada
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