Ariana Grande has signed a partnership with HYBE America, the U.S. subsidiary of South Korean entertainment company HYBE, to join their global superfan platform Weverse. The move is seen as a significant expansion for the Korean company beyond K-Pop.
Weverse facilitates direct interaction between artists and fans through posts, livestreams, merchandise sales, and machine translation in 15 languages.
The platform had over 10 million monthly active users in Q3 2023, with a majority being international. The company's president Joon Choi described it as a platform for "superfans characterized by passionate engagement."
Other artists on Weverse include BTS, NewJeans, Blackpink, Conan Gray, and the Japanese pop duo Yoasobi.
BTS member Jin's live broadcast on Weverse after completing military service garnered over 2 million views in 10 minutes, showcasing the platform's popularity and its role in providing fan-service for Hybe artists.
K-Pop fans celebrated Grande's association with Weverse online.
Weverse has extensive plans to expand its artist roster, including established superstars and rising talents across regions and genres, with 90% of the artists signed to labels other than HYBE, thanks to a deal with Universal Music Group.
Hybe's expansion is led by artist manager Scooter Braun, a longtime manager of Grande with whom the singer split. Braun sold his management company, SB Projects to Hybe for $1.05 billion in 2021.
As part of its expansion, Hybe acquired Exile Music to enter the Latin music market.
HYBE America also manages Justin Bieber, The Kid LAROI.
The company will collaborate with Grande's cosmetics brand R.E.M Beauty.
Music companies increasingly focus on courting super fans. While super fans make up 18% of the U.S. market, they spend significantly more on music and merchandise than other fans.
Weverse plans to expand its paid membership service within three months and its artist roster to include established superstars and rising talents.
Sources: Fast Company, Economic Times, Yahoo, Deccan Herald, Korea Herald, Inquirer, Hindustan Times, The News, Music Business Worldwide, AsiaOne, Inside Retail, Devdiscourse, Allkpop, Tribune, US News, Daily Mail, Reuters, Moneycontrol
This article was written in collaboration with Generative AI news company Alchemiq.
