New formula: Stars and fans interact with each other

ㆍSouth Korea’s tech startups in the entertainment, ‘BIGC’ recently launched a service that utilizes generative AI for its K-Pop fandom platform.

ㆍThis generative AI is fluent in Korean, can assist artists with live performances, and helps stars and fans communicate in chat.

ㆍ”Responsive” fandom is evolving, and AI will accelerate this transformation.

This is a digital theater

You are live streaming a star’s performance online. Suddenly, a fictional character appears on the screen and asks you a fun question: “What do you think is the main concept of the artist’s stage performance you’re watching?” You have to choose between two options: “Girl Crush” and “Lovely”. In addition, the virtual host will ask star-related trivia, polls, and simple games at appropriate times to encourage star-fan interaction and keep fans engaged in the artist’s content. The host of this “witty” live show is a virtual AI host. BIGC recently announced the launch of a ‘Fan Play’ service using generative AI. With this service, the virtual AI will help host the show with its eloquent delivery, enhancing the live interaction experience between artists and fans.

How will Gen AI change the K-POP scene?

The introduction of AI that speaks like humans into fandom culture will bring unprecedented changes to stars, fans, artist management companies, and media organizations. This will break the limits of K-POP. BIGC’s generative AI is a combination of HyperClova X, the LLM of Korea’s largest search platform, Naver. HyperClova X is based on a high-performance deep learning model that can handle large datasets. Even if it’s not a virtual MC, generative AI is present in the artist’s live content in various forms.

1. AI audiences: The chat box of a live stream is always filled with fans cheering for the star. Now, these human fans can be joined by AI fans who have learned natural language. AI audiences can interact with fans, cheer for the star, and create a lively atmosphere. For example, an AI fan might say, “Her voice is amazing. Let’s show our support by sending more ‘heart’ emojis to help her sing even better.” (Surprisingly, this comment is from an AI, not a human fan).

2. Chat filtering: What if, despite the best efforts of AI, a hater breaks into the chat room and starts spewing vitriol about the artist? This poses a significant risk for the artist and the agency managing them, as it disrupts the interaction between the artist and fans. Human monitoring can only do so much. However, with AI-based filtering, negative words or sentences can be immediately filtered out to block haters.

3. Real-time multilingual subtitles: BIGC’s generative AI model is highly capable of understanding natural language, not only in Korean but also in English, Japanese, Chinese, and other languages. It also uses STT technology to automatically generate subtitles for 12 languages in real time, eliminating language barriers. Moreover, it can translate neologisms and meme terms that are unique to Korean culture, making it easy for non-Korean speakers to understand. “HyperClova X” was developed by a search engine widely used by most Koreans and is highly accurate due to its specialization in Korean. This tool allows anyone, including non-Korean fans, to understand unfamiliar Korean words used by artists and phenomena in Korean fandom. If you’re not a Korean fan, don’t hesitate to start messaging your favorite stars!

Fans are not just spectators

This is an evolution from a passive fan to a “reactive” one. Instead of being a passive audience watching an artist’s performance, fans actively participate in the performance service through BIGC’s generative AI, creating a fandom culture with the artist. Perhaps the final evolution of fandom will look something like this: Fans use multimodal AI to extract the artist’s voice and hold a contest to sing a duet with the artist, or use generative AI to create art images to decorate the artist’s venue. The artist views the submissions and selects a winner. The selected fans have the opportunity to meet the artist in person at a fan singing event. However, it’s not necessary to meet them in person, as this’s true “Fan Play.”