Virtual Idol defeated LE SSERAFIM?... PLAVE, is it a syndrome or a bubble? [TEN People]

While some say that the group PLAVE is causing the 'virtual idol syndrome', some are saying that the group's popularity is a bubble.

On the 9th, PLAVE appeared on MBC’s music broadcast 'Show! Music Core', the new song 'WAY 4 LUV' (Way for Love) ranked first, beating group LE SSERAFIM's 'EASY' and singer BIBI's 'Bamyanggaeng'.

'Show! Music Core' rankings are: music (50%) + album (10%) + video (10%) + number of broadcasts (10%) + viewer committee (5%) + global voting (5%) + live voting (10%) %), and the music and album scores are calculated based on the circle chart. In the music + album category, PLAVE scored 3,650 points, lower than BIBI, who received 5,000 points, but higher than LE SSERAFIM, who scored 3,275 points. In addition, it received 621 points in the video + broadcast section, which is far short of Le Seraphim, which received 1,436 points. BIBI has 400 points. PLAVE received perfect scores in advance voting and live voting, rising to first place.

It is certainly unusual and noteworthy that a virtual idol group beat BIBI and LE SSERAFIM and ranked first on a music show. However, looking into the background, it is analyzed that PLAVE's popularity is being achieved through the leadership of a passionate core fandom. Although it stands out in text voting and music scores, the number of YouTube music video views, which represents its popularity, was sluggish. It can be interpreted that PLAVE has limitations in terms of popularity, or ‘light fandom’ awareness.

PLAVE's 'WAY 4 LUV' music video has 7.53 million views on YouTube. Together 'Show! This figure is insufficient compared to the 63.92 million views of LE SSERAFIM's 'EASY' music video, which was nominated for first place on 'Show! Music Core', and the 18.09 million views of BB's 'Chestnut Yoggang' music video. Even considering that PLAVE's album was released about a week late, it can be seen that public accessibility is significantly low.

Accordingly, Ten Asia asked PLAVE's agency about the detailed size of the core fandom. However, PLAVE said, "Currently, there are too many inquiries regarding the PLAVE's fandom, so the agency has decided not to answer all inquiries." In response to questions about the number of first-generation subscribers to the official fan club and the number of subscribers to the fan communication platform Bubble, PLAVE responded, "We cannot tell you. It has not been made public."

If we infer the size of the core fandom through the initial release (album sales volume for 7 days after release), we can see that the scale itself is not large compared to the fan power shown by the core fandom. PLAVE's new 2nd mini album 'ASTERUM: 134-1' sold 560,000 copies in the first week. This is in contrast to LE SSERAFIM's 3rd mini album 'EASY', which recorded 990,000 copies in the first week. Zero Base One, who is mentioned as a competitor to PLAVE, achieved 2.13 million copies in the first week of sales with their 2nd mini album 'MELTING POINT'.

The size of the fan concert, which is an indicator of the size of the core fandom, is not large. PLAVE will hold a fan concert at the Olympic Hall in Olympic Park, Songpa-gu, Seoul on April 13th and 14th. The Olympic Hall in Olympic Park can accommodate about 3,000 people. If both days are sold out, PLAVE will fill a total of 6,000 seats at the fan concert. Zero Base One held a fan concert at Gocheok Sky Dome in August last year and sold out all 16,000 seats.

Recently, PLAVE has been making an all-out effort to increase core and light fandom. To celebrate the first anniversary of their debut, a pop-up store was opened at EPIC SEOUL on the 5th floor of The Hyundai Seoul in Yeouido until the 17th. The official explains that the number of pre-booking visitors for the entire operating period is expected to exceed 15,000, and that a positive effect is expected as the pop-up store is located in a place with a large floating population.

PLAVE's performance as a 'virtual idol group' is significant in that it presents a new direction to the idol industry. However, the reality is that there is still insufficient public consensus to link PLAVE's significant growth to the 'virtual idol syndrome'.

In particular, it is difficult to find concrete evidence to support the PLAVE Syndrome. The industry is pointing out that Blast, PLAVE's agency, has little understanding of the idol industry and its communication method is one-way. Some say that they are not fully prepared to enter the K-pop market and that they are showing immature management methods. Even considering that they are pioneering the virtual idol market for the first time, this is disappointing.

Whether the industry's current attention toward PLAVE is just an inflated public opinion or the seed of actual popularity, the performance of PLAVE's activities in the future will likely prove it.

Lee Min-kyung, Ten Asia Reporter 2min_ror@tenasia.co.kr