In a situation where it is difficult to meet people face-to-face due to COVID-19, with new technology development added, Korean fan culture is creating a new chapter of ‘Deok-jil’. Goods for Deok-jil are also changing: album kits where applications play music when it gets close to a cell phone, photo cards that move when viewed through the cell-phone camera and so on. In particular, Generation Z is exceptionally familiar with the media, and they often find many more ways to enjoy their hobbies with the same platform. Since parents’ generation tend to take a bad view of doing Deok-jil in public, these platforms have provided fans with shelter. For example, there is also a way to post pictures of one’s favorite members on KakaoTalk’s multi-profile and reveal them only to “Deok-jil” mates. All in all, Gen Z is forming its own community to cheer the celebrities they love.
LUCY
LUCY was formed through the “Super Band” program of broadcaster JTBC in 2019, and got second place. The interviewee became fond of LUCY because of its unique music style. Actually, they premiered refreshing charm using ambiance sound recorded by itself during the audition. Especially, she cherishes the special sound that the violinist gives to the band.
Artists’ personal social media and ‘V Live’ are the most basic elements of “Deok-jil”. She often uses an application called ‘Bubble’, too. Through these, she can figure out the daily life of a star in the easiest way. Moreover, Twitter is considered an essential element of an idol fan. It is one of the most anonymous services, making it an appropriate place to share information and communicate with each other. As mentioned before, Korea is very sensitive about “Deok-jil” being public.
If you had a favorite artist in the past, you would only send fan letters, sign up for a fan club, or go to a concert. Recently, there has been a lot of change in ‘Deok-jil’ culture, so various platforms for fans are being created. However, this costs a lot of money. For example, artists hold a fan meeting every time an album is released, and there is one lottery ticket per album for fans who bought the album. Then, the organizers can randomly select winners. Since the more lottery tickets you have, the more likely you are to win, so they often buy tens or hundreds of albums to go to fan signing events. Therefore, there is already a widespread perception among fans that they need money to become a successful fan.
How have you been? a.m. 10:33
When fans text, artists answer. It looks like a one-on-one chat with an artist. However, in fact, the artist replies all at once after seeing the fans’ texts. If you enter your name, your name is included in the artist’s message. That is why it really feels like a daily conversation. Moreover, artists can see your text in person. Fans seemed to have met their needs enough because they could reply. If you are a loyal user of this service, the length of text you can send will also be extended. However, artists can feel obliged to communicate with their fans because it is a paid service. Nevertheless, artists tend to communicate with fans by sending long answers.
VIXX
Since their debut in 2012, she has liked the Korean boy band, VIXX. They were raised by an agency and debuted through competition. Once, they performed a vampire-themed song with neon color lenses and a kind of heavy makeup at that time. She began to be interested in these unique concepts. Indeed, the agencies set a clear concept for each album, strengthening the support of the fan base rather than the general public. In other words, the tendency of K-pop to suit individual tastes is gradually taking place.
For now, 3 out of 5 members are serving in the military. However, fans hold events at cafes on members’ birthdays. For the members who went to the military, an advertisement that used to be posted at a subway station to cheer for the artist is now on the neon sign in front of the Korea Military Academy. In addition, many existing methods are also subject to various changes. Though she cannot see them as much as she wants due to “Goon-baek-gi,” but the fans are willing to support them and wait until they get back together as a whole group.
‘OH MY GIRL’ and ‘Highlight’
A fan of OH MY GIRL since their debut was attracted to the atmosphere of the team, not their own unique music. He told us about a school experience that only Gen Z would have. Unlike in the past, schools have been able to watch YouTube through televisions behind the teacher’s back. He turned on their songs every day, and he was proud to see them become famous these days.
A fan of ‘Highlight’ also says she fell into their own unity shown on entertainment shows. Having a special experience living in the United States, she always promoted to her local friends by using their songs as background music when she was presenting in class. She said she was sad that she could not help artists when she was young because she only bought informal goods, but now she feels proud to join a fan club and support them formally.
Fans are adapting to the new paradigm, but they still miss the excitement of the day they go to the concert. Recently, in consideration of quarantine rules, various performances are being prepared to be re-introduced. The UOS Times looks forward to the day when fans can go to the show with their masks off.
Kim Jae-kyeom
kjk03161@uos.ac.kr