JYP Leisure Begins Fan-Engagement Division – Billboard

Seoul-based JYP Leisure — the label dwelling to such top-selling Ok-pop acts as TWICE, iTZY and Day6 — has launched JYP Three Sixty (JYP 360°), a brand new subsidiary that may concentrate on fan engagement and maximizing the worth of the corporate’s artist IP.

JYP Three Sixty will present “next-level fan experiences” whereas increasing JYPE’s world distribution and growing new enterprise alternatives, in accordance with a launch. It’ll “create and proceed to strengthen IP” in service of each the label’s present roster — which additionally consists of such acts as Stray Youngsters, 2PM and JYPE founder J.Y. Park – in addition to new artists but to be launched.

Main the brand new division as CEO is JYP Leisure’s HK Shin, who oversees TWICE and has been an instrumental power in introducing the group to U.S. and world audiences. Previous to that, he labored on the worldwide music groups at Samsung and Korean tech firm Naver.

Coincidentally, this previous January — lengthy after Shin departed the corporate — Naver invested over $320 million in HYBE Leisure, the mother or father firm of social media app Weverse, which Ok-pop stars use to attach with their followers. The huge deal, amongst others, solely served to underscore the rising worth of fan engagement platforms to buyers.

Over the previous a number of years, Ok-pop stars — most notably BTS — have been on the forefront of supercharging the artist-to-fan relationship by harnessing the ability of social media to domesticate a way of intimacy – and generate further income by providing prerelease songs and albums, VIP ticketing, merchandise, digital live shows and extra to their most ardent followers. In consequence, labels in each Korea and elsewhere have been investing closely within the fan engagement area, which centralizes firms’ potential to trace and monetize fan knowledge through social media, merch shops, e-mail advertising campaigns and extra.

Along with the launch of JYP Three Sixty, JYP Leisure has been making a serious push within the fan-engagement area as of late. Earlier this 12 months, the corporate acquired a 23.3% stake in DearUBubble, a platform that permits followers to talk with their favourite artists through personal messages. It additionally just lately invested in Zepeto, a Korea-based app and social media platform that provides followers the chance to work together with artists in a digital world via using 3D animated avatars (Blackpink hosted a digital signing occasion on the platform in September). Final August, alongside SM Leisure, JYPE additionally co-founded the digital live performance firm Past LIVE, which has since hosted livestream live shows for TWICE, Stray Youngsters, NCT, Baekhyun and Taemin.

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