In the past, to attend a K-pop concert in person or to attend a fan engagement event, where fans can interact with their favorite stars in a variety of ways ranging from autograph signings to high-fives, many fans had to travel, sometimes internationally, for a once-in-a-lifetime experience.
Expect more of these concerts in the future. Not only are corona-era concerts currently planned by acts such as Monsta X, Seventeen, and TWICE, the medium is a great alternative to typical in-person concerts and is expected to survive this social distancing timeline we find ourselves in.
While K-pop’s digital concerts have proven to be immensely succesful and popular, “ontact” – a term in South Korea popularized recently to refer to contactless, online interactions – fan engagements have become increasingly popular, specifically video calls and autograph sessions. Recently several K-pop acts, ranging from the most popular to smaller artists, have held virtual fan signing events where they meet briefly with fans over the phone, and send them personalized signed albums.
To get access to a one-on-one digital conversation with your favorite star – usually each fan can only speak to a single specific member of the act they apply for –serve as entries, with fans being picked at random based on sales. Though most calls only last around 2 minutes, they’re an experience unlike any other, especially for international fans beyond South Korea and Japan who rarely get to have one-on-one interactions with their favorite stars.
Like the concerts, these fan events have been immensely popular among K-pop fans, and may be one factor in why K-pop sales areOne American fan who asked to be identified only by the first name April was never able to attend an autograph session – known as “fansigns” in Korea and in K-pop fandom spaces – in South Korea, but felt that the virtual experience gave her, and other international fans, the opportunity. She spoke with Monsta X’s I.M.
Though these online concerts and digital fan engagements aren’t comparable to an in-person experience and do have their own downsides and costs, they offer an alternative not only for the age of corona but also the future as a tool to expand beyond traditional live events. Beneficial for both companies and fans, K-pop digital innovation is stronger than ever in 2020, and continuing to shape the relationship between artists and fans.
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