Why BH Entertainment is Betting Big on Idol-Turned-Actors

<<Ryu Ye-ji's Insight>>
Ryu Ye-ji from TenAsia delves into the future of the entertainment industry and its ripple effects.

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BH Entertainment (hereafter BH) is accelerating its recruitment of idol-turned-actors. The potential for revenue expansion based on existing fandom is significant. BH has expanded its lineup by signing former Wonder Girls member Ahn So-hee, GOT7's Park Jin-young, DIA's Jung Chae-yeon, and most recently, on the 19th, Gugudan's Kim Se-jeong.
Why the Preference for Idol-Turned-Actors?The biggest advantage of recruiting idol-turned-actors is their already established fanbase. This foundation allows for various revenue streams such as overseas fan meetings and merchandise sales. Particularly in markets like Japan and Southeast Asia, the influence of idol-turned-actors remains strong. Regardless of a project's success, a certain level of ticket sales is guaranteed, and sales of merchandise and photobooks can serve as secondary revenue.

Such fandom is also beneficial in the casting process for OTT platforms, dramas, and films. When an idol-turned-actor is involved, it can be advantageous in securing an initial audience and generating buzz. On global platforms, this fanbase can lead to international expansion opportunities. Ultimately, a strong fanbase is seen as a factor that can mitigate some of the risks associated with a project's success.

In the advertising market, the competitiveness of idol-turned-actors is clear. Having already gained recognition and public favor through their idol activities, they present a stable choice for advertisers. Diversifying Revenue Models: A 'Win-Win' for Agencies and Actors

The proactive recruitment of idol-turned-actors by agencies is driven by the goal of diversifying revenue structures. Agencies like BH Entertainment can establish a comprehensive revenue model encompassing content, fandom, and advertising. The benefits for actors are also clear. Through systematic management, they can expand their acting careers and secure a stable foundation for activities based on their existing fanbase. This creates a 'win-win' structure where agencies gain revenue and actors secure career growth.

However, in the long term, competitiveness ultimately depends on the actor's acting skills and choice of projects. For idol-turned-actors, solidifying their position as actors beyond their fandom power is crucial.

Ryu Ye-ji, TenAsia Reporter ryuperstar@tenasia.co.kr

Related Topics: BH Entertainment, Kim Se-jeong, Idol-Turned-Actors, Fandom Marketing