SEOUL—Pop sensation Ariana Grande is joining Weverse, a superfan community run by HYBE, the production company behind K-Pop sensation BTS.

Here are the things we know about Weverse and the reasons why more and more music singers are using the app worldwide.

Describe the Weverse P.

An software called Weverse is dedicated to facilitating communication between musicians and fans. On the app, artists may sell products, livestream, and create posts. Weverse is a “super app” that provides machine translation in 15 languages, according to HYBE.

After completing his 18-month military service, Jin, the eldest member of BTS, addressed his fans on Wednesday. His first broadcast collapsed, but it later resumed and received over 2 million views in just ten minutes.

According to HYBE, the app, which was released in 2019, had an average of over 10 million monthly active users as of the third quarter of 2023. Nine out of ten users of Weverse are international.

ARIANA GRANDE’S JOURNEY WITH WEVERSE: WHY?

Without offering any other information, the entertainment company announced on Friday that Grande will join the app following her agreement with HYBE America.

Her channel hasn’t even launched yet, and HYBE wouldn’t say when it will open.

The firm also stated that HYBE America, the management organization for Justin Bieber and The Kid LAROI, will keep working with Grande’s cosmetics line, R.E.M Beauty.

The news of Grande’s breakup with manager Scooter Braun, whom she has worked with since her 2013 debut, was first published by Billboard last year. This new arrangement follows with the music executive’s Ithaca Holdings in 2021, Braun is currently the CEO of HYBE America

K-Pop fans on the internet laughed when Grande’s connection was announced.

One fan called her “Ariana unnie” on X, using the Korean term for older sister.

Yoasobi, a Japanese pop duet that accompanied Prime Minister Fumio Kishida to a state banquet at the White House in April, launched their Weverse channel earlier this month.

HYBE: WHAT IS IT TRYING TO GET?

Weverse President Joon Choi told Reuters in a 2022 interview that the platform’s users are “superfans characterised by passionate engagement.”

“They conversed elsewhere, watched films there, and purchased merchandise here. We were lacking a customer database. Thus, we started creating every service internally,” he stated in the interview.

The expansion of the app occurs against the backdrop of HYBE’s initiatives to expand as a label including its acquisition of Exile Music, a music label of Spanish language media company Exile Content, in its first major foray into the Latin music market.

Weverse is a comprehensive fan engagement platform developed by Weverse Company, a subsidiary of HYBE Corporation, formerly known as Big Hit Entertainment. Launched in 2019, Weverse enables artists to connect directly with their fans through various features, including:

Initially designed to serve K-pop artists and their fanbases, Weverse has expanded its reach by partnering with international artists. In June 2024, pop star Ariana Grande joined the platform through a partnership with HYBE America, marking a significant step in Weverse’s global expansion. This collaboration also extended to Grande’s cosmetics brand, R.E.M. Beauty.

As of the third quarter of 2023, Weverse boasted over 10 million monthly active users, with a significant portion being international fans.Reuters

By integrating features from platforms like Instagram, YouTube, and Ticketmaster, Weverse aims to provide a unified space for fan interaction, content consumption, and merchandise acquisition. This approach enhances the overall fan experience and offers artists a direct channel to their audien.

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