K-pop’s dedication to NFTs and the metaverse remains strong in 2022, with new platforms and collaborations, despite some fans’ misgivings
- K-pop labels and companies have been investing heavily in the metaverse and NTFs, and show no signs of slowing down in 2022
- From semi-virtual group Aespa to Momentica, a new platform offering unique collectibles from Hybe groups, K-pop is still in love with Web3 tech
K-pop’s love affair with Web3 tech trends is still burning strong.
In September, IPX, formerly Line Friends, launched a collaboration between virtual influencer Wade and fashion label Peaceminusone, spearheaded by G-Dragon, which included different digital projects and an NFT launch.
Also in September, boy band P1Harmony joined Asian entertainment-focused metaverse platform Gemie, which claims to “offer a one-stop solution for artists and celebrities to realise their virtual ambitions”, like hosting virtual events and launching metaverse-focused collections to fans active on the platform.
Momentica is a “flagship platform for fan-artist engagement built on sustainable blockchain technology”, according to Levvels, and will open formally in mid-October.
NFTs and other digital collectibles built on blockchain technology have received lots of love from some, while concerns over sustainability and viability have led to many naysayers, especially after some high-profile NFT robberies and cryptocurrency crashes.
The upswing is expected to continue: a collaboration between AI-focused girl group Aespa and Web3 artist Blake Kathryn will also be auctioning off an NFT collection via Sotheby’s digital marketplace from October 13 to 21.
Fans who purchase these “ae girls” NFTs will have access to exclusive content, and even opportunities to meet the K-pop quartet.