Even large-scale events like KCON and the MNET Asian Music Awards show utilized livestreaming and digital effects to bring K-Pop performances to their remote audiences.Īt the same time, Gen Z represents the largest age demographic of global K-Pop fans (according to a survey analysis published by Towards Data Science), who grew up with digital platforms as their playground and tend to have a much lower tolerance for inauthentic experiences compared to previous generations. At first, this was due to necessity – in 2020 and the majority of 2021, most live concerts and fanmeets were canceled due to the health risks, and organizers were forced to consider virtual options if they wanted to hold events at all. Since the pandemic, more and more K-Pop entertainment companies have sought to evolve their groups’ concerts, concepts, and content, taking advantage of modern technology to deliver new experiences to their fans. It didn’t take me long to understand the appeal of these groups and start interacting with other fans as one of their own. As I learned more about K-Pop stan culture, I saw much of the same thing – the desire for authenticity found through the idols who could make their fans smile brightly enough to forget their troubles for a while, and the fandoms that formed around these artists. In virtual worlds, I found many other people in similar situations to my own, desperate for authentic interactions with a dose of escapism. I had very little exposure to either of the two prior to the pandemic I had only tried Beat Saber in VR once or twice, and I hadn’t listened to much K-Pop in the last decade and only knew that a lot of people liked BTS – REALLY liked them. During this time, there were two things that helped me reconnect to outside communities: virtual reality and K-Pop. Laid off from my job and unable to leave the house except for the most basic needs, even an introvert like myself began to feel more hopeless and isolated. He added, "Jackson was all about diversity and inclusion bringing us all together through his artistry." The inclusion of globally sensational K-Pop artists in the project can be regarded as a response to this sentiment.Īt the moment, an official release date of the first track has not yet been confirmed.It was late spring 2020, the global COVID-19 pandemic was reaching its climax, and the realities of quarantine were beginning to take a toll on my mental health. Jerry Greenberg said, "Our hope is that through this special project, we can all come together in these challenging times and celebrate him, and to continue to keep his legacy alive for generations to come." This tribute project is spearheaded by former MJJ Music president Jerry Greenberg, now the chairman of 769 Entertainment. Not only that, but they are also scheduled to appear in a music video produced by famous music video director Dave Meyers. The first track and video, 'Let's Shut Up and Dance', will feature LAY, NCT 127, and Jason Derulo, which is a song co-written by Jason Derulo, Ant Clemons, and Bong Bytheway. Recently, 769 Entertainment announced that there will be four singles released over a 10-month period as homages to Michael Jackson. K-pop boy group EXO's member LAY and all NCT 127 members will be collaborating with American singer Jason Derulo for the King of Pop tribute project.
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