From B:DAWN to PLAVE...Intensified Efforts to Protect Rights of Real Artists Behind Virtual Idols

As virtual idols grow to become a key part of the K-pop market, efforts to protect the rights of real artists who sing and play behind these characters are accelerating. On the 23rd, the Korean Music Performers Association (KMPA) announced that the actual singers behind the virtual idol group B:DAWN had recently joined the association.

The inclusion of B:DAWN’s artists demonstrates that the need to protect performers’ rights has risen to the forefront amid the expansion of the virtual content industry. Previously, the singers from the globally successful animated series “K-Pop Demon Hunters” such as Sajaboyz and Huntrix, as well as the artists behind the virtual idol groups Isegye Idol and PLAVE, are already active members of the KMPA.

Although virtual idols feature digital characters as the main focus, the actual performers who deliver the music are the singers and musicians. Since these performances are carried out by real people despite being centered around character IPs, they too deserve legitimate protection as music performers.

Virtual idols are no longer merely experimental content. They release music tracks, achieve high playback numbers on global streaming platforms, and hold performances and concerts both domestically and internationally, thus building fanbases and markets comparable to those of traditional K-pop groups.

In the past, music created by virtual characters was viewed as mere supplementary content. However, with the spread of global streaming platforms and OTT services, it has evolved into an independent music industry sector. Cho Hyun, team leader of the KMPA’s Data Business Team, explained, “As virtual idols and project-based music based on content increase, awareness of protecting the rights of actual singers is also expanding rapidly.”

Kim Seung-min, executive director of the KMPA, stated, “Even as the form of content changes, performers’ rights must be protected equally.” He added that the association aims to enhance its rights protection system to adapt to the era of AI and virtual content. Recently, the KMPA has expanded its membership base to include not only actors and comedians but also artists from virtual content, thereby strengthening a rights protection framework tailored to the evolving K-content industry landscape.