SM Entertainment Partners with LG Uplus to Launch AI-Powered K-pop Star Naevis, Yay or Nay?

SM Entertainment and LG Uplus Collaborate on AI-Powered Virtual Artist

On August 29, 2024, SM Entertainment and LG Uplus marked a significant milestone in the world of entertainment by signing a transformative partnership agreement at SM’s headquarters in Seoul.

SM Entertainment is a South Korean entertainment company that has produced numerous popular K-pop groups, including Girls' Generation, EXO, Red Velvet, and NCT.

Tak Young-jun, co-CEO of SM Entertainment, and Chung Sue-hyun, head of the consumer division, pose together after finalising a collaboration on generative AI technology at SM's Seoul office. (source: LG Uplus)

This collaboration is set to push the boundaries of how artificial intelligence (AI) integrates with virtual entertainment, with a focus on SM's pioneering virtual artist, Nævis.

The collaboration centers on LG Uplus’s cutting-edge generative AI technology, ixi-GEN, which will be harnessed to create an array of digital content, including music videos, promotional shorts, and merchandise for the virtual artist.

Nævis – The Virtual Star Ready to Shine

Nævis is positioned as a revolutionary addition to the K-pop industry, making her official debut on September 10, 6PM (KST), with the release of her digital single "Done."

As a virtual artist, Nævis serves a dual role: she is not only a character within the Aespa universe but also a bridge connecting the virtual and real worlds.

This duality is set to deepen fan engagement by offering an immersive experience that transcends traditional entertainment boundaries.

Innovative Content Creation with ixi-GEN

Under the new agreement, LG Uplus will leverage its proprietary AI technology, ixi-GEN, to generate a diverse array of content for Nævis.

This includes AI-generated images and videos that will feature prominently in music videos, promotional content, and even merchandise.

The integration of ixi-GEN aims to deliver a novel and captivating digital experience to K-pop enthusiasts across the globe.

The collaboration represents a strategic move to enhance both marketing and branding through innovative AI-driven content creation.

Tak Young-jun, co-CEO of SM Entertainment, highlighted the significance of the partnership, stating:

"The collaboration between LG Uplus's generative AI ixi-GEN and SM's virtual artist Nævis will be an important milestone in realising future-oriented content and technological innovation through creative synergy between the two companies, going beyond a simple business alliance."

A New Era of Digital Entertainment

The collaboration not only marks a technological leap but also aligns with LG Uplus's broader vision for digital innovation.

Chung Sue-hyun, chief of the consumer division at LG Uplus, emphasised the company's commitment to providing fresh and engaging experiences, noting:

"The digital innovation that LG Uplus pursues is to provide new and enjoyable experiences to customers. The collaboration with SM, a leading entertainment company here, is expected to not only provide new digital experiences to Uplus customers and global K-pop fans, but also create a high level of synergy in marketing and branding."

Expanding the Virtual Universe

SM Entertainment plans to extensively utilise this advanced technology to showcase Nævis across multiple platforms.

Beyond music, SM intends to feature Nævis in online comics, games, and other digital media, leveraging generative technology to continually expand her universe.

This ambitious expansion reflects SM’s commitment to exploring new horizons in digital entertainment and fan engagement.

Presently, they have released three episodes of the 'nævis Origin Story' on social media, gradually developing the narrative around the character Nævis.

More episodes are anticipated to be released.

LG Uplus’s AI Vision

This partnership follows LG Uplus’s launch of the ixi Production project earlier this year, which integrates AI into various marketing activities.

In addition to producing content for Nævis, LG Uplus recently unveiled the video "The Birth of Nævis," showcasing the virtual artist’s backstory.

Jung Soo-hun, head of LG Uplus' consumer business division, expressed enthusiasm for the collaboration, stating,

"This collaboration with SM Entertainment provides an opportunity to offer a new digital experience to both LG Uplus customers and overseas K-pop fans."

The partnership between SM Entertainment and LG Uplus represents a significant step forward in merging AI technology with entertainment, promising to redefine the digital landscape of the K-pop industry and beyond.

The Potential Disruption of the Industry and Misleading Beauty Standards

The emergence of virtual stars like Nævis, while innovative, presents potential drawbacks for the K-pop and music industries.

These virtual entities, devoid of physical limitations and able to be controlled and manipulated extensively, could lead to unrealistic expectations for artists and set unattainable beauty standards.

The hyper-realistic and often idealised appearances of virtual stars can create a distorted perception of beauty, potentially leading to self-esteem issues and body image concerns among fans, particularly young individuals.

Moreover, the rise of virtual stars could disrupt the traditional dynamics of the music industry by challenging the boundaries between human and artificial performers.

As virtual stars become more sophisticated and capable of engaging with audiences on a personal level, there may be concerns about their potential to replace or overshadow human artists, leading to job displacement and changes in the industry landscape.

This has resulted in some fans expressing strong opposition.

Do you agree with this move?