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An online concert platform created by SM Entertainment and Naver. (provided by SM Entertainment)

As the group SuperM started up with their final number “Jopping,” the stage transformed into the Colosseum. Like gladiators in ancient Rome, the members put on a show of dynamic movements in the middle of the circular stadium. There were no viewers watching the display in person. Instead, fans around the world took in the performance over their smartphones and computers, sending out silent cheers through their real-time chat windows.

On the afternoon of Apr. 26, SuperM staged an exclusive two-hour online concert called "SuperM: Beyond the Future.” It was the first-ever performance for "Beyond Live,” a new live concert streaming service introduced by SM Entertainment in partnership with Naver. Rather than simple live online broadcast of a performance, it's a real-time customized performance service optimized for the online environment. Features included the use of augmented reality (AR) technology to simulate a performance at the Colosseum, along with other dazzling and dynamic music video-like images produced with different forms of camerawork from ordinary concert broadcasts. SuperM members and fans also communicated through video chatting. Tickets for that day's performance sold for 33,000 won (US$27) apiece. According to SM, over 75,000 people in 109 countries paid to watch the show.

More and more new forms of "idol” content being offered through new online platforms. Recently, SM signed a memorandum of understanding (MOU) with Naver to pursue joint global efforts. The "SuperM: Beyond the Future” show was the first result produced since that MOU was formed. A performance by the SM-affiliated group EXO was relayed live late last year through Naver's V Live application -- but the latest show was the first example of a joint project organized strategically by the two companies.

"We joined forces in an effort to expand global market advancement by combining SM's content development capabilities with Naver's platform technology,” explained an SM official.

“As the world's first paid online customized concert service, 'Beyond Live’ will continue in the future regardless of what happens with the novel coronavirus,” the official added. Additional Beyond Live performances being produced by SM including one on May 3 for the Chinese group WayV, one on May 10 for the SM-affiliated group NCT Dream, and one on May 17 for NCT 127.

While SM has been aggressively partnering with Naver, Big Hit Entertainment -- the agency for BTS -- has been gradually shifting its focus to its own development platforms. On Apr. 18-19, BTS staged an online streaming festival called “BTS Online Concert Weekend.” Using the official YouTube channel "Bangtan TV,” it provided a 24-hour streaming service gathering images from past performances. Total visits topped 50,590,000, with over 2.24 million people watching simultaneously at its peak.

“Army Bombs,” the official BTS cheering sticks developed by Big Hit Entertainment. (provided by Bit Hit Entertainment)

Another notable feature was the linkage with “Army Bombs,” the official BTS cheering sticks. An experience equivalent to cheering at an actual venue was produced as the colors of the Bluetooth-connected Army Bombs changed with the performance images. To make use of the service, fans must watch the performance through Weverse, an exclusive application developed by Big Hit. According to the company, some 500,000 Army Bombs in 162 regions around the world were hooked up – meaning that at least 500,000 people enjoyed the Online Concert Weekend over Weverse.

BTS has made active use of different online platforms since the time of its debut. In addition to creating its own YouTube channel, it has shared recordings over SoundCloud. It has been especially active in its use of Naver platforms. "Run BTS,” a web-based entertainment program debuted on V Live in 2015, recently reached its 100th installment. A performance at London's Wembley Stadium last June was broadcast live in a pay-per-view format on V Live.

But since the launch of the independent Weverse platform in June 2019, it has been incorporated into a growing number of services. These days, "Run BTS” is shown simultaneously on V Live and Weverse, while the pay-per-view content "Bon Voyage” has been made available exclusively on Weverse since season 4.

“We've been using different platforms like YouTube and Naver depending on the nature of the content, and we've been using Weverse for the services where the sense of community with fans is important,” explained Hong Ju-won, head of Big Hit's publicity team, in a message suggesting that the company will be using Weverse to further build its bond with global fans going forward.

By Suh Jung-min, music correspondent

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