Announcement: Focus on the Power of Fandom

YOUNG POSSE's "On My Scars (feat. Lil Cherry, Dbo)" was released on 26 June and is a remix single of "Scars" from their second EP, XXL. A month later, on 24 July, a music video was released. It was subtitled "Fan Video". It was produced with YOUNG POSSE's fandom TELEPOSSE.

👻 Small but passionate fans

The original song, "Scars," stands as the lead track on YOUNG POSSE's EP, XXL, offering an autobiographical narrative about the group. Penned by Jung Sunhye, Wee Yeonjung, and Jiana, the members dedicated approximately three years to perfecting this piece, underscoring its profound significance to YOUNG POSSE.

The emotional depth of "Scars" is palpable, with its poignant lyrics evoking a strong response from listeners. The song's journey from conception to completion was marked by numerous revisions to both lyrics and title, alongside the development of choreography that innovatively incorporates elements of the rage genre.

YOUNG POSSE's music encapsulates a spectrum of emotions, reflecting the complexities of their experiences. Their artistry stems from a place of vulnerability, expressing a desire for acceptance and love without seeking pity. The group invites their audience to engage with their story, hoping to evoke excitement and enjoyment through their authentic expression.

In the K-pop landscape, YOUNG POSSE has garnered attention alongside groups like KISS OF LIFE, both recognized for their skillful integration of 90s R&B and hip-hop influences. YOUNG POSSE, in particular, has earned recognition within the hip-hop community, earning the moniker 'K-pop daughter.' This acclaim extends beyond their musical style, encompassing the attitude and storytelling inherent to hip-hop culture.

The group's appeal lies in their authenticity, which has deepened fan engagement following the release of their XXL EP. YOUNG POSSE's commitment to crafting and performing their own material, coupled with their natural delivery of personal narratives, has resonated strongly with audiences. This genuine approach belies the group's youthful average age of 17.6 years, presenting a free from affectation.

The early fan base of YOUNG POSSE distinguishes itself from typical K-pop girl group followers. These supporters tend to gravitate towards non-mainstream genres, subcultures, and prioritize musical quality. They view YOUNG POSSE as young, ambitious artists who are boldly reimagining challenging musical styles and carving out a unique path in the K-pop landscape.

To these fans, YOUNG POSSE represents a refreshing departure from conventional K-pop girl groups. They admire the group's determination and innovative approach, seeing them as enterprising newcomers worthy of support. This perception has fostered a particularly devoted and enthusiastic early fan community for YOUNG POSSE.

🤳 How to boost fan engagement

To increase fan engagement in the music industry, artists and brands can follow these steps:

1. Define Your Message and Direction

Establish a clear, authentic message that aligns with your thoughts, words, and actions. This message should reflect your attitude, opinions, stance, identity, and activities. Consistency in your message builds trust and resonates with potential fans.

2. Utilize Social Media Effectively

Social media platforms are crucial for showcasing your journey and history. Unlike traditional mass media, these platforms allow for a more personal and continuous connection with your audience. Use them to demonstrate authenticity and provide insights into your creative process and daily life.

3. Engage with Your Support Network

Actively involve your supporters, colleagues, and existing fans in your activities. Treat them as valued collaborators on your artistic journey, rather than just passive consumers of your content.

4. Build Relationships Over Time

Fan engagement is a long-term process that requires consistent effort and patience. Prove your message through a series of actions and interactions over time to build a loyal fan base.

5. Create Shared Experiences

Develop opportunities for fans to participate in your creative process or events. This fosters a sense of community and strengthens the bond between you and your audience.

6. Maintain Authenticity

In the age of social media, authenticity is paramount. Ensure that your online presence accurately reflects your true self and artistic vision.

7. Understand Your Fans

Recognize that fans are individuals who resonate with your message. Strive to understand their motivations and interests to better cater to their needs and expectations.

By following these steps and maintaining a genuine connection with your audience, you can cultivate a dedicated fan base that not only supports your work but also becomes an integral part of your artistic journey.

To expand your dedicated fan base, consider implementing strategies that actively involve your existing passionate supporters. One effective approach is to create participatory projects that result in tangible outcomes, fostering a sense of community and shared achievement.

YOUNG POSSE's music video for "On My Scars (feat. Lil Cherry, Dbo)" exemplifies this strategy brilliantly. This project seamlessly integrated the group's musical direction, marketing approach, and fan engagement tactics. While view counts may hold some significance, the true value lies in the fans' ability to see themselves or fellow supporters represented in the video. This visibility reinforces their sense of belonging to a unique community, instilling pride in their association with the group.

It's worth noting that this level of fan involvement was made possible by YOUNG POSSE's commitment to creating original music, coupled with their strong musical foundation and skills. These factors initially attracted interest from the music community and cultivated a passionate fan base, laying the groundwork for such collaborative projects.

The success of this initiative is evident in its execution: YOUNG POSSE invited fan submissions over a brief three-day period, ultimately incorporating 28 fan-created video clips into the final product. This approach not only enhances fan engagement but also creates a meaningful connection between the artists and their supporters.

🧑‍💻 Notable Examples of Fan Participation in Music Videos

While there are several noteworthy instances of fan participation in music videos, two stand out as particularly significant. These examples merit in-depth exploration, but for now, we'll provide a brief overview of each:

1. G-Dragon's "Who You" Music Video (2013)

In October 2013, G-Dragon, a prominent K-pop artist, took an innovative approach to creating the music video for "Who You" from his second album, COUP D'ETAT. He invited fans to become directors, announcing on Twitter: "10.5 What are you? I'm the director!" G-Dragon encouraged 1,000 fans to film him at KINTEX in Ilsan, primarily using smartphones. These fan-captured videos and photos were then compiled into the official music video.

This approach was particularly meaningful as "Who You" was only the second single released from the album, following "COUP D'ETAT." By entrusting the title track's video to fans, G-Dragon demonstrated a profound level of trust and connection with his audience.

Comparing G-Dragon's video to YOUNG POSSE's recent fan-participation project reveals an evolution in fan engagement strategies. While G-Dragon's video showcased footage captured by fans, YOUNG POSSE's video directly featured the faces of their supporters. This shift reflects changing sensibilities and a move towards more personal fan representation.

The "Who You" video shoot has been described as reminiscent of a contemporary art performance, highlighting its innovative nature at the time. The video's enduring impact is evident in recent YouTube comments, where fans continue to share their memories of the experience. As of September 2018, the video had amassed over 100 million views, testament to its lasting popularity and significance.

2. Fred Again: Redefining Fan Engagement Through Surprise Events

In January 2023, during the TMI.FM Stage: Music Marketing webinar, Fred Again's innovative approach to fan engagement was highlighted. A notable example was his surprise listening party on October 27, 2022, in London's Hyde Park. Just a day before releasing "Actual Life 3," Fred invited fans via social media to "ride our bikes to Hyde Park and party!" The event's success was further commemorated through a music video featuring fan-captured footage from the day.

​Fred Again's impact extends beyond conventional fan engagement strategies.​ He's pioneering a new artist-fan dynamic, effectively reshaping music culture. A recent example is his surprise concert at LA's Memorial Coliseum Stadium. Announced merely three days in advance, the event sold out rapidly, despite logistical challenges such as delayed start times, stage damage from enthusiastic fan participation, and traffic congestion.

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In a touching gesture of fan appreciation, Fred Again invited 150 attendees from his first LA show in 2021 to an exclusive listening party for his new music at the LA Memorial Coliseum. This move exemplifies his commitment to nurturing long-term fan relationships.

While K-pop often dominates discussions of successful fan engagement, Fred Again demonstrates that in the post-mass media era, artist-fan relationships are evolving across all music genres. His approach symbolizes this shift, offering valuable insights into modern fan engagement strategies.

3) TripleS: A Decentralized Approach to Fan Engagement

TripleS, a 24-member girl group, has garnered attention for its innovative approach to fan engagement, utilizing NFTs and fan voting for unit formation and activities. While initially these concepts might raise concerns due to negative connotations associated with NFTs and fan-voting systems, a closer examination reveals a well-thought-out strategy.

The group's system operates as follows:

- Fans can purchase NFT-based photo cards, which grant them voting rights.

- A voting event called "Gravity" allows fans to participate in member selection and album title decisions.

This approach offers several benefits:

1. Emotional connection: By involving fans in decision-making processes, it potentially reduces the risk of failure and strengthens artist-fan relationships.

2. Economic incentives: A portion of NFT sales revenue is distributed to members, creating a direct economic link between fans and artists. This system not only shortens the settlement period for members but also provides a continuous revenue stream.

3. Musical foundation: At the core of this structure lies TripleS's music, which showcases pop perfection across various genres with catchy hooks.

For a more comprehensive understanding of TripleS, including details about their system, music, and operational methods, we recommend watching this informative 10-minute video: