It’s a powerhouse of K-Pop, generating hundreds of millions of dollars in revenue each year.
But Seoul-based JYP Entertainment’s next global superstar might well be less human than their predecessors.
JYP, currently riding high on the success of Stray Kids, is hiring staff with expertise in artificial intelligence, motion graphics, Unreal Engine, and more as it prepares to develop an “unprecedented” AI artist through its tech business unit, Blue Garage.
Job ads listed on the company’s website indicate that JYP is recruiting for multiple roles for its AI Artist project, from Creative Production and Product Design execs to LLM Engineers.
It is also hiring for positions such as 3D Art Director, Character Interaction Engineer, and Character Modeler, all of which, according to the ads, require an understanding of Unreal Engine, the powerful gaming engine and 3D creation tool developed by Epic Games, the gaming giant behind Fortnite.
JYP’s move comes as virtual performers gain momentum both in South Korea and in the wider global entertainment industry. JYP rival HYBE introduced virtual pop group SYNDI8 in July 2024, with their voices developed using AI technology from Supertone, which is majority-owned by HYBE, after it struck a $32 million deal for the startup in 2023.
Separately, SM Entertainment debuted a virtual artist called naevis last year.
The news also comes hot on the heels of the global rise of a fictional K-pop girl group called HUNTR/X, from animated movie Kpop Demon Hunters, which has become Netflix‘ most watched movie of all time.
HUNTR/X’s Golden, taken from the movie’s soundtrack, has just topped the US Hot 100 for a third week, with four tracks from the film in total present in the US Top 10. The soundtrack also continues to dominate Spotify charts, with the Top 5 of the platform’s US Daily and Weekly chart currently occupied by music from the film.
JYP’s virtual artist bet arrives amid significant global success with one of its flagship groups, Stray Kids.
The band’s latest album KARMA just debuted at No.1 on the Billboard 200, with the group claimed to be the first act in history to have their first seven Billboard 200 entries debut at No.1.
They are also claimed to have broken the record for the most No.1 albums on the Billboard 200 by any K-Pop act of all time.
Released on August 22 via JYP Entertainment / IMPERIAL / Rep
Globally, KARMA topped charts around the world as well, debuting at No.1 on the album charts in France, Germany, and Belgium, and Top 5 in Australia.
In terms of the K-pop company’s AI artist ambitions, JYP said in a statement cited by Korean media that it wants to answer the following question: “Can AI become a being that calls fans’ names and interacts with them?”
“By combining JYP’s unrivaled Creative/Fan capabilities with AI innovation, we will present another future for global K-content.”
Jeong Min-jong, Blue Garage
Jeong Min-jong, Co-CEO of Blue Garage, said in a statement cited by Chosun: “This is the first attempt to recreate the essence of entertainment through AI,” adding, “By combining JYP’s unrivaled Creative/Fan capabilities with AI innovation, we will present another future for global K-content.”Music Business Worldwide
