PLAVE’s success attributed to members’ humanism
In the dynamic world of K-pop, PLAVE has emerged as a trailblazer with its five virtual members.
Leading the charge is Lee Sung-gu, the CEO of VLAST Entertainment, who recently unveiled the group’s unlikely secret to success: what he calls the “humanism” ingrained in each member, offering a unique twist on the traditional non-human group concept.
While the concept of virtual idols isn’t entirely new in the K-pop realm, what sets PLAVE apart is the human touch behind the computer-generated characters. Unlike other virtual idols, where different individuals handle separate idol tasks such as singing and dancing behind the scenes, a dedicated performer is responsible for each member of PLAVE.
This approach allows each of the group’s five members — Yejun, Noah, Bamby, Eunho and Hamin — to display unique characteristics that reflect those of their real-life counterparts, as they mimic the movements and voices of performers wearing motion-capture devices.
For instance, Yejun, the group’s leader, embodies a gentle yet diligent demeanor, while Bamby, despite his trademark adorable pink hair, exudes a more masculine charm.
“Humanism is what I believe is the key to PLAVE’s success,” said Lee, the CEO, during a press conference held at a hotel in Mapo District, western Seoul, Monday.
This strategy has not only captivated fans, but also addressed a common critique of virtual idols lacking relatable, human appeal.
“Since the inception of the virtual idol concept, there have been similar attempts by other companies, but they received criticism for lacking human appeal. For a virtual character to be loved, we believed that it must have a personal charm. We didn’t think an idol with the traits of many different people could become an actual entity that fans find appealing,” Lee said.
“Therefore, from the development stage of PLAVE, despite technological complexities, we aimed to create a group that can sing and perform live themselves.”
Lee’s foresight proved accurate, as PLAVE amassed an unusually large fandom for a virtual idol group. In March, the boy band made history by clinching the top spot on “Show! Music Core,” marking the first time a virtual idol topped a music chart show in Korea. Recently, the group concluded its inaugural fan concert at Olympic Hall in Olympic Park, Songpa District, eastern Seoul, with tickets selling out immediately after release.
“We initially faced great difficulties in renting the venue, since our group, not to mention it being virtual, was relatively unknown at the time. Eventually, we decided to rent the venue during a period of low demand. That’s how we were able to hold our first fan concert,” Lee said.
Fortunately, things are a lot different now. Encouraged by the group’s success, the CEO hinted at a more sophisticated autumn concert at an even larger venue.
“After completing the first concert, we applied for a larger venue and got approved. Thanks to that, we’ll be able to hold a fan concert at a bigger venue this autumn. We plan to present a performance with much better, high-definition quality.”
Since its debut, PLAVE has been dedicated to expanding its presence by following a trajectory similar to that of human idols. Now, the group intends to embark on a distinct journey by leveraging content that capitalizes on its unique status as virtual idols.
“Over the past year, we’ve strived to demonstrate that virtual idols are capable of achieving what other idols can. Through these endeavors, we’ve proven that virtual idols can also succeed,” the CEO said.
“Now, we aim to showcase what virtual idols excel at, including exclusive video content showcasing our cutting-edge graphic technology.”
Lee also aims to expand PLAVE’s reach beyond Korea.
“We want virtual idols to be loved internationally… Unlike other K-pop groups, PLAVE enjoys more popularity domestically. While they have gained some recognition overseas, there are still some who do not fully grasp the concept of PLAVE, mistaking it for an animated soundtrack,” he said.
“I believe we are pioneering the genre of virtual entertainment, not limited to just PLAVE. We intend to expand PLAVE’s activities overseas later this year or in the coming year.”