When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
《Lee Min-kyung's Siren》
Lee Min-kyung from TENASIA sounds the siren on the rapidly evolving entertainment industry, highlighting unseen issues and alerting to threats and changes surrounding the entertainment world.

As K-pop album sales decline, exhibitions and pop-up stores are emerging as new revenue streams. BLACKPINK's Jennie and BTS's V are capturing attention with their unique approaches.
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
V announced the release of his photobook 'TYPE 非' on the 19th and will host a commemorative photo exhibition 'V TYPE 非: ON-SITE IN SEOUL' from January 20 to February 1 at Frieze House Seoul in Jung-gu, Seoul. According to the organizers, V actively participated in everything from photography to the publication of the photobook and the exhibition planning.

BLACKPINK's Jennie also held a photo exhibition around the same time. Running from January 16 to 29 at Youthquake in Jongno-gu, Seoul, the 'JENNIE PHOTO EXHIBITION 'J2NNI5'' showcases her involvement in the entire project, from publishing the photobook to planning and hosting the exhibition, enhancing its artistic value.
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
It's common for idol groups and solo members to open exhibitions and pop-up stores using their IP. Last year alone, major artists like G-Dragon, IVE, aespa, SEVENTEEN, and Stray Kids joined this trend. It's estimated that over 100 exhibitions and pop-up stores were held domestically and internationally in the K-pop industry last year.

Industry experts attribute this to the search for efficient revenue sources as album sales have declined since the pandemic. An industry insider, A, noted, "Haven't album sales been decreasing since the 2020s? Entertainment companies seem to be focusing on exhibitions and pop-ups as new revenue ventures."
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
When Artists Take the Lead: Jennie and V’s Approach to K-pop Exhibitions
Another insider, B, explained, "Exhibitions like photo shows have been around for a while, but the exhibition business has grown significantly since the pandemic," adding, "Exhibitions and pop-up stores are excellent revenue sources as they can generate income without the artist's presence." However, B also expressed concern, "It seems like things have become overheated. What used to be a means to share artistry with fans now seems more focused on commercial viability."

As B mentioned, pop-up stores for merchandise sales are proliferating without distinction from art-focused exhibitions in the K-pop industry. These events often coincide with artist comebacks, featuring various merchandise and images to draw fans into exhibition spaces. The content is frequently not prepared by the artists themselves but rather planned by companies to align with comeback concepts, featuring photo zones and media art with the artist's image.

In this context, Jennie and V's recent photo exhibitions are seen as a differentiated approach. Analysts praise their efforts to go beyond mere commercial gain, highlighting their genuine intent to share their perspectives and engage with their fandoms.

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