MBW reported lately on the rising (and controversial) phenomenon of AI-generated “artists” which are changing into stars on music streaming platforms. However lengthy earlier than there have been AI-generated musical acts, there have been digital artists, a lot of them spawned within the gaming world.
Now we will add a brand new supply of digital artists: Netflix.
Probably the most-streamed film on the platform proper now could be Kpop Demon Hunters, an animated characteristic from Sony Photos that pits fictional lady group HUNTR/X towards bad-boy group Saja Boys.
Not solely is the film a serious hit, with 25.8 million views in simply the previous week, however the fictional teams’ music is tearing up the charts.
HUNTR/X’s Golden is in prime spot on Spotify’s each day US Prime 50 (as of July 23), racking up 1.73 million streams within the a number of weeks it’s been out, whereas Saja Boys’ Your Idol (1.49 million streams) is in second place.
In all, seven of the movie’s tracks are within the prime 25 tracks on Spotify’s newest each day chart within the US – a feat by no means earlier than achieved by digital bands. And within the wake of Kpop Demon Hunters’ success, Netflix CEO Ted Sarandos sees the potential of integrating digital artists with video-on-demand leisure.
“The combo of music and popular culture, getting it proper issues… the storytelling issues, the innovation and animation itself issues, and the truth that individuals are in love with this movie and in love with the music from this movie… will maintain it going for a very long time,” Sarandos mentioned on the corporate’s Q2 earnings name on Friday (July 18).
Noting that animated options have been “struggling for years,” he mentioned Netflix is “thrilled” that its largest hits lately have been within the animated style – and he hinted that Netflix will maintain this going.
“Now the following beat is, the place does it go from right here?” he requested.
“However extra importantly… Golden and… Soda Pop, these are monumental hits they usually all got here from a movie that’s accessible solely on Netflix. So we’re actually excited that we will pierce the tradition with unique animated options contemplating that people have been poking us on it.”
In an period the place artists are more and more reliant on revenue from touring – due to comparatively poor payouts from streaming companies – the concept music followers are more and more blissful to hearken to fictional acts – whether or not AI-generated or digital – is perhaps a bit unnerving.
But digital acts could also be simply the factor that Okay-pop is searching for to regenerate itself for a brand new period in music.
“This can be a long-running dream for Okay-pop corporations,” UCLA professor Suk-Younger Kim informed the Wall Avenue Journal. “Right here now we have idols who by no means sleep, by no means get sick, by no means age.”
Nonetheless, behind these digital bands are precise abilities. HUNTR/X consists of R&B singer and rapper Audrey Nuna, singer and document producer Ejae, recognized for her work with Okay-pop teams like aespa, LE SSERAFIM and TWICE, and Seoul-born singer-songwriter Rei Ami. Saja Boys embrace SM Leisure-signed singer Andrew Choi and FC ENM-signed singer and actor Kevin Woo.
“The truth that individuals are in love with this movie and in love with the music from this movie… will maintain it going for a very long time.”
Ted Sarandos, Netflix
Speaking to WSJ, Woo mentioned he doesn’t thoughts if his new alter ego, Thriller Saja, overshadows his earlier Okay-pop work.
“For me, in a way, it’s like a reinvention of my artistry,” he mentioned.
And even Okay-pop stars themselves are embracing the phenomenon, releasing covers of the film’s songs, in keeping with a report on the Korea Instances. A kind of covers – a model of Golden by NMIXX member Lily – has already racked up 10 million views on TikTok.
And in a dwell broadcast on HYBE’s superfan platform Weverse, BTS member Jung Kook revealed he had shed tears on the finish of Kpop Demon Hunters. No spoilers right here: you’ll have to look at the film to seek out out why.Music Enterprise Worldwide
