Playbe, known as a virtual idol, topped a terrestrial music chart program last month. This group, which is expected to have tens of thousands of fans, consists of five members who wear 3D character clothes using real-time rendering technology. Blast, the agency, is a technology company that aims to create real-time interactive virtual IPs through game engines and motion capture retargeting. In this sense, the success of Playbe highlights a different meaning than other idol fandoms.

Since 1994, when Professor Barbara Stern of New York University emphasized the importance of authenticity in branding, authenticity has spread like a fervent cultural phenomenon in the marketing field of corporations.

Logan McLoughlin, a digital anthropologist, cites the gaming industry as an example, explaining the importance of addressing authenticity in the industry amidst the tension between fan culture and commercialization. He argues that the modern concept of fandom is inherently participatory, and the cultural industry is defined as an industry whose survival depends on fan participation.This participation and the invitation to participate encourages fans to become creators who contribute to the vast sea of content from which fandom is born, and capitalism encourages the commercialization of the passion of these creators, turning content production into a stage for authentic advertising. Therefore, the commercialization of fan communities should not necessarily undermine authenticity, and it is important to find a balance between commercial goals and community growth.He argues.

In that sense, the success of Playbe is a case that confirms that authenticity toward these fandoms is the most important factor even in activities as characters through technological innovation, where real people are not at the forefront. In blog posts from those who call themselves fans, there is an overflow of expressions asking for attention to their favorite artists, filled with the word "entrance moment," adding character introductions and short moving images. This is not much different from traditional fandom activities where fans share photos of idols playing around and laughing with a white filter on online communities. That is, after paying attention to music and choreography, the gaze that seeks discomfort about whether it is a real person or a virtual character is no longer important, and there is no hesitation in revealing one's own identity as a part of the fandom.

It also shows that authentic experiences and emotional connections are possible through technological mediation, demonstrating that the concept of authenticity is being reinterpreted by leading fans. Playbe has reportedly experienced negative reactions to unsatisfactory choreography, songs, and venue rental due to its being a virtual group. Afterwards, information that the real people behind the characters were directly leading the composition and choreography work provided fans with a legitimate basis for negative comments about this new form of fandom.

Such changes in fandom, which have become interactive and creative spaces, and the redefined meaning of commercial authenticity make Playbe's success a benchmark for identifying the important changes in the flow of modern society and culture in the future, not just a simple entertainment case. Above all, the unlimited possibilities of expression that transcend physical limits through 3D virtual characters have the potential to change the texture of competitiveness in the entire industry in the future. Riot Games, already famous for the game League of Legends, released music and music videos featuring their game characters in a girl group concept, achieving 600 million views with situations and directing never attempted before, such as calmly sitting on a subway train between two approaching trains and looking at the camera.

Authenticity is usually one of the things furthest from what brands strive for in the realities of corporate marketing. But now, the term is acting as a background that helps digital technology feel legitimate within fandoms. We are seeing how important authenticity is to commercial growth as a seed that plants the legitimate interest of how to help fans feel confident, rather than simply how to make them pay. It is necessary to carefully look at the meaning and value of this change in authenticity through technological mediation in other industries as well. Perhaps there will be no more authentic case than this in the commercialization of brand marketing in the future.

References

They hit #1 on music shows and held fan concerts… They're pushing out real idols

In Pursuit of Authenticity: Commodified Community, Curated Experience, and Fandom

K/DA - POP/STARS (ft. Madison Beer, (G)I-DLE, Jaira Burns) - League of Legends⁠⁠⁠⁠⁠⁠⁠