MBW reported recently on the growing (and controversial) phenomenon of AI-generated “artists” that are becoming stars on music streaming platforms. But long before there were AI-generated musical acts, there were virtual artists, many of them spawned in the gaming world.
Now we can add a new source of virtual artists: Netflix.
The most-streamed movie on the platform right now is Kpop Demon Hunters, an animated feature from Sony Pictures that pits fictional girl group HUNTR/X against bad-boy group Saja Boys.
Not only is the movie a major hit, with 25.8 million views in just the past week, but the fictional groups’ music is tearing up the charts.
HUNTR/X’s Golden is in top spot on Spotify’s daily US Top 50 (as of July 23), racking up 1.73 million streams in the several weeks it’s been out, while Saja Boys’ Your Idol (1.49 million streams) is in second place.
In all, seven of the film’s tracks are in the top 25 tracks on Spotify’s latest daily chart in the US – a feat never before accomplished by virtual bands. And in the wake of Kpop Demon Hunters’ success, Netflix CEO Ted Sarandos sees the potential of integrating virtual artists with video-on-demand entertainment.
“The mix of music and pop culture, getting it right matters… the storytelling matters, the innovation and animation itself matters, and the fact that people are in love with this film and in love with the music from this film… will keep it going for a long time,” Sarandos said on the company’s Q2 earnings call on Friday (July 18).
Noting that animated features have been “struggling for years,” he said Netflix is “thrilled” that its biggest hits recently have been in the animated genre – and he hinted that Netflix will keep this going.
“Now the next beat is, where does it go from here?” he asked.
“But more importantly… Golden and… Soda Pop, these are enormous hits and they all came from a film that’s available only on Netflix. So we’re really excited that we can pierce the culture with original animated features considering that folks have been poking us on it.”
In an era where artists are increasingly reliant on income from touring – thanks to relatively poor payouts from streaming services – the idea that music fans are increasingly happy to listen to fictional acts – whether AI-generated or virtual – might be a bit unnerving.
Yet virtual acts may be just the thing that K-pop is looking for to regenerate itself for a new era in music.
“This is a long-running dream for K-pop companies,” UCLA professor Suk-Young Kim told the Wall Street Journal. “Here we have idols who never sleep, never get sick, never age.”
Nonetheless, behind these virtual bands are actual talents. HUNTR/X consists of R&B singer and rapper Audrey Nuna, singer and record producer Ejae, known for her work with K-pop groups like aespa, LE SSERAFIM and TWICE, and Seoul-born singer-songwriter Rei Ami. Saja Boys include SM Entertainment-signed singer Andrew Choi and FC ENM-signed singer and actor Kevin Woo.
“The fact that people are in love with this film and in love with the music from this film… will keep it going for a long time.”
Ted Sarandos, Netflix
Talking to WSJ, Woo said he doesn’t mind if his new alter ego, Mystery Saja, overshadows his earlier K-pop work.
“For me, in a sense, it’s like a reinvention of my artistry,” he said.
And even K-pop stars themselves are embracing the phenomenon, releasing covers of the movie’s songs, according to a report at the Korea Times. One of those covers – a version of Golden by NMIXX member Lily – has already racked up 10 million views on TikTok.
And in a live broadcast on HYBE’s superfan platform Weverse, BTS member Jung Kook revealed he had shed tears at the end of Kpop Demon Hunters. No spoilers here: you’ll have to watch the movie to find out why.Music Business Worldwide
