genre kpop
For his return to The Tonight Show Starring Jimmy Fallon on Wednesday night (May 21), Jin transformed the stage into a giant bed — and Billboard has the exclusive preview photos to prove it. The BTS member made himself at home in Studio 6B, getting extra cozy for his performance of “Don’t Say You Love […]
Best known as a dancer, rapper and singer-songwriter in BTS, j-hope has long stood out, with a magnetic stage presence and captivating dance moves that helped propel the group to global stardom. Now — as ARMY around the world anticipate the group’s remaining members completing South Korea’s mandatory military service and BTS reuniting in June, with group activities on hold until 2026 — the charismatic 31-year-old is distinguishing himself further, carving out a bold solo identity that showcases a versatility and creative range that extend far beyond his BTS persona.
Following his 2022 debut solo album, Jack in the Box, which peaked at No. 6 on the Billboard 200, and his 2024 Hope on the Street, Vol. 1 EP that rose to No. 5 on the chart, j-hope has already released collaborations this year with stars including Miguel, Don Toliver and Pharrell Williams. And with his Hope on the Stage World Tour, which kicked off Feb. 28 in Seoul, j-hope is reaching new heights: His show at Los Angeles’ BMO Stadium made him the first South Korean male solo artist to headline a U.S. stadium. (His bandmate Jin will hit the road this summer.) The tour — which will wrap June 1 after visiting 15 markets across North America and Asia, including a May 31 show in Osaka, Japan, that will be broadcast live to cinemas around the world — has mirrored his own artistic growth as he prepares for the next stage of his solo journey with his upcoming album. J-hope sat down with Billboard Korea in Los Angeles for an exclusive chat about his music, touring and inspirations.
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Louis Vuitton shirt, jacket, and pants; Audemars Piguet watch.
Julian Dakdouk
What does it mean to you to be on the cover of Billboard as a solo artist?
Growing up, Billboard seemed like a completely different universe to me. I’d follow the charts to see where my favorite artists landed, and that’s how I got a sense of the era’s musical flow and what sounds were defining each moment. So having my own music recognized by Billboard still feels surreal and exciting. To me, Billboard remains a dreamlike presence, and the amazing thing is, that dream is still unfolding, much like my song, “Sweet Dreams.”
You’re widely regarded as a symbol of hope — not only for your fans, but also for many Asian artists globally. How does it feel to have that kind of impact?
Just as I drew inspiration from the artists I admired growing up, shaping my own music through their influence, I’d be honored if my work could inspire others and pass on that same positive energy — that would mean the world to me. Above all, I hope to continue growing into an artist who brings light and encouragement to others wherever I go.
Louis Vuitton jacket and pants, Audemars Piguet watch.
Julian Dakdouk
Is there a particular message you want to convey with this tour?
Embracing my identity as j-hope, I found myself reflecting more deeply on the true essence of hope. I realized it’s not something to be taken lightly, so I wanted to channel that sincerity into my music and bring it to life through Hope on the Stage, sharing it with as many people as possible. I was hands-on with everything — stage design, choreography, fashion and even the props — pouring my heart into every aspect. I hope the audience left with a sense of genuine positivity and inspiration. Moving forward, I want to keep creating authentic performances that unite everyone through the power of music.
You made history in April as the first South Korean male solo artist to headline a U.S. stadium. How did that feel?
Having performed at countless stadiums with BTS, I was always part of a seven-member team filling the stage. This time, I was on my own, and honestly, I wondered if I could handle that immense energy and pressure by myself. But I pulled it off and that means a lot to me — it’s a milestone I’ll always cherish.
Louis Vuitton shirt, jacket, pants and shoes; Audemars Piguet watch.
Julian Dakdouk
You’re often hailed as a fashion icon. What ignited your love of style?
Ever since I was young, I’ve had a genuine passion for clothes. I don’t really see myself as a fashionista — I just have a deep, genuine love for fashion. To me, clothing is a powerful way to express my identity. Even during BTS world tours, I’d make time to visit local boutiques and explore different styles, which really helped shape my personal aesthetic over time. For my solo world tour, I handpicked every outfit for each performance, ensuring every look was distinct. I believe my approach to fashion adds a fun, dynamic element for fans to enjoy while watching my shows.
Your recent single, “Mona Lisa,” debuted at No. 65 on the Billboard Hot 100 and was released in March two weeks after your Miguel collaboration, “Sweet Dreams.” What’s the story behind these tracks?
I believe my music should evolve as I grow. Before my enlistment, I leaned into my roots in dance, experimenting with a variety of sounds to express different facets of myself. But just a week after my discharge, I headed straight to the U.S. because I wanted to explore how the American producers I admire would interpret my sound. “Sweet Dreams” featuring Miguel — an artist I’ve long respected — has a smooth, soulful vibe that feels deeply personal. On the other hand, “Mona Lisa” brings a hip-hop-driven performance energy. Both tracks are easy to connect with, yet they offer a glimpse into the broader, more evolved musical world I’m building. This is just the start — I have plenty more musical experiments in store.
This story appears in the May 17, 2025, issue of Billboard.
Best known as a dancer, rapper and singer-songwriter in BTS, j-hope has long stood out, with a magnetic stage presence and captivating dance moves that helped propel the group to global stardom. Now — as ARMY around the world anticipate the group’s remaining members completing South Korea’s mandatory military service and BTS reuniting in June, […]
Billboard cover star j-hope sits down to share his experience with ‘HOPE ON THE STAGE,’ the kind of music he hopes to create after completing his military service, his collaborations with J. Cole and Miguel, the artists he hopes to work with in the future, and more! j-hope: ‘HOPE ON THE STAGE’ is exactly what […]
In a swift follow-up to Jin’s debut solo album, Happy, released just six months ago, BTS‘ global superstar and resident rock enthusiast returns with Echo. Released on May 19, the seven-track journey explores more of the rock-influenced soundscapes that have shaped his musical identity, for deeper stories that can resonate on a more human level. […]
JIN‘s new Echo EP tops this week’s new music poll.
Music fans voted in a poll published Friday (May 16) on Billboard, choosing the BTS member’s latest solo endeavor as their favorite new music release of the past week.
JIN’s seven-track collection saw a landslide victory, with a staggering 93% of votes placed in support of the EP. Voters chose Echo over new releases from artists across genres, including Morgan Wallen, Rihanna, Laufey, Avicii (a posthumous compilation album), Lola Young, Sebastián Yatra and Rico Nasty.
Echo — the follow-up to JIN’s debut solo EP, 2024’s Happy — was released on Friday (May 16). “Don’t Say You Love Me,” “Nothing Without Your Love,” “Loser” featuring YENA, “Rope It,” “With the Clouds,” “Background” and “To Me, Today” make up the tracklist for the K-pop star’s new project. “Don’t Say You Love Me” also got an official music video, directed by Yongseok Choi and shot across various locations in Singapore.
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He’ll be celebrating the new release in the upcoming week in New York City with a televised performance on The Tonight Show Starring Jimmy Fallon!, on an episode set to air on Wednesday (May 21) on NBC.
Since its announcement, Echo has been described by JIN’s team as a “perspective on universal life experiences, capturing everyday emotions with warmth and sincerity. Built on dynamic band sounds, the album showcases his versatile vocals across a spectrum of moods and styles. It reflects a deeper layer of vocal maturity and personal storytelling that underscores Jin’s evolving artistry.”
Among the new music trailing behind Echo on this week’s poll are Morgan Wallen’s I’m the Problem, Rihanna’s “Friend of Mine,” Laufey’s “Tough Luck” and more, all with a very minor percentage of the vote.
See the final results of this week’s poll below.
JIN of BTS has released his solo EP Echo (echo, echo, echo, echo …).
On Friday (May 16), the K-pop star unveiled the project featuring seven tracks: “Don’t Say You Love Me,” “Nothing Without Your Love,” “Loser” featuring YENA, “Rope It,” “With the Clouds,” “Background” and “To Me, Today.” JIN first announced the mini-album about a month prior to its release, with a statement describing Echo as offering the musician’s “perspective on universal life experiences, capturing everyday emotions with warmth and sincerity.”
“Built on dynamic band sounds, the album showcases his versatile vocals across a spectrum of moods and styles,” the description continued at the time. “It reflects a deeper layer of vocal maturity and personal storytelling that underscores Jin’s evolving artistry.”
Echo follows the November release of JIN’s debut solo EP Happy, which reached No. 4 on the Billboard 200. The project featured single “Running Wild,” which marked JIN’s second Billboard Hot 100 entry separate from his mega-famous boy band, following 2022’s “The Astronaut”; the two tracks reached Nos. 53 and 51 on the chart, respectively.
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The new EP arrives about a year after JIN became the first member of BTS to be discharged from the South Korean military. After he completed his obligatory service in June, J-Hope finished in October.
RM, Suga, V, Jimin and Jung Kook are still finishing out their commitments, but will be discharged in June. After spending the past two years or so focusing on solo projects, the seven members are expected to reunite soon.
In the meantime, JIN will promote Echo a few days after its release by performing on The Tonight Show Jimmy Fallon! on Wednesday (May 21).
Listen to JIN’s new EP Echo below.
LISA and Bose teamed up for a collaboration of new Ultra Open earbuds. We went to the pop-up for the new collab, and we show you the new goodies that we got. Will you be snagging LISA’s Bose earbuds? Let us know in the comments! Tetris Kelly: We got the full scoop on LISA’s Bose […]
As Korea’s most popular virtual idol group, PLAVE is sometimes misunderstood as an AI-generated illusion. But the artists behind the animated band members are real, as are the videographers, engineers, graphic designers, animators and retouchers who bring their imagery to life.For the latest edition of Billboard Artist, Billboard Korea spoke to the characters who power PLAVE. Here are highlights from the conversation.
This edition is built around five key elements—earth, fire, water, air and a fifth: the “digital universe,” which represents PLAVE’s origin story. If you had to define one final element that completes the world, what would it be?
Yejun: For me, it’s truth—and being real, always. When you put your real feelings out there, people can feel that. Doesn’t matter where you are or who’s watching—genuine energy just hits different.
Noah: Happiness, 100%. I feel like almost everything we do in life—whether it’s grabbing food, texting a friend, even just taking a nap—is basically us chasing happiness in some form. That’s honestly why I do PLAVE, too. It makes me happy, and I get to run after this wild, exciting dream with the members.
Bamby: Emotion—for real, it’s everything. Like, I don’t think we even start doing anything without some kind of feeling behind it. Even when I’m like, “Okay, time to sing,” there’s always a reason—someone I’m thinking of, some mood I’m in. It’s all driven by emotion. No spark, no move. That’s just how I run.
Eunho: Analog. If PLAVE started in a digital universe, I think the heart of our story still has to feel human. The more high-tech the world gets, the more I feel like people crave something soft, something real. There’s this quiet nostalgia for the imperfect stuff—the human side of things. Maybe that’s why what we do connects. It’s not just the tech. It’s the feeling behind it. So yeah, if I had to name the final element, I’d call it analog warmth.
Hamin: Faith. I feel like everything starts from that. It’s because we believed that PLAVE could exist, and it’s that same belief that lets us love each other—and be loved back.
Like the idea of a flower pushing through tough soil, what’s something meaningful you’ve grown from a hard time?
Bamby: I’m really into growing plants. There’s just something magical about watching life sprout from plain old dirt—seeing it grow, bear fruit, and then return to the soil. That whole cycle is so beautiful to me. It made me realize nature is all about giving and receiving, in this constant loop. And I’m part of that too, right? I think I’m growing a little every day—like a tree, like a flower. I don’t think we’re meant to bloom just one flower or grow one fruit in our whole life. It’s more like—we keep blooming whatever fits that moment. One season, one vibe, one version of ourselves at a time. Performing as PLAVE? That’s one of my flowers. Doing this interview? Another one. It’s not about having a single perfect blossom—it’s about living in a way where you’re always trying to bloom something real. That’s the part I care about most.
Water seems soft, but it’s one of the strongest forces in nature. It cuts through diamonds with speed, shapes stone with patience, and sometimes, all it takes is one tear to move a heart. What’s a quiet strength you carry that people might not see at first—but feel over time?
Yejun: I think I’m like the ocean—quiet, steady, but ready to hold whatever comes my way. I want to be that kind of space for the members, and for PLLIs too. Like a winter sea—calm and still, the kind you can sit beside when you just need to breathe. And like a summer sea—cool, open, and full of light when you’re in a good place. That’s the kind of strength I believe in. Not loud, not flashy—just… always there. If I can be someone you lean on without saying a word, someone who gives you peace just by being around—that, to me, is real power.
Silver hair, red eyes and fire all feel timeless—almost immortal. But they also carry a certain quiet, a sense of solitude, like midnight. Do you see yourself as someone who stands apart? And when you feel that distance, do you lean into it—or try to break through it?
Eunho: I think I do find comfort in solitude. When I’m alone, I get to slow down and think—about where I’m going, how I want to grow. If I’m in a good mood, I’ll quietly celebrate by myself. And if I’m not, I’ll sit with that too, try to unpack it. But I’ve also learned that staying in that space too long isn’t always healthy. It’s easy to sink into it without noticing. That’s why I try to face those feelings—and then step out of them. I think that’s where growth really happens. So yeah, I like being alone. But I never want to get stuck there.
In ancient alchemy, gold wasn’t just treasure—it was the fifth element, the last piece of a perfect world. These days, it’s still the ultimate symbol of excellence. So tell us: are you quietly working your way toward being PLAVE’s golden member? (And no, we’re not just talking about the hair, lol.)
Noah: Wait—are you calling me the golden member? That’s wild. Thank you, seriously. Honestly, I think all of us in PLAVE are kind of wired to chase perfection in our own way. But yeah, since I’m one of the older ones along with Yejun, I do feel that extra layer of responsibility. I’m always thinking like, “How can we level up as a team?” “What’s the next version of PLAVE the world hasn’t seen yet?” If we were a car, I’d probably be the one with both hands on the wheel, eyes on the road. Just trying to steer us forward—safe, strong, and headed somewhere amazing.
In today’s digital world, there’s a growing craving for something real—for that human touch. More and more people feel the need to know what’s real. How do you handle that kind of pressure, and how do you stay grounded in your own truth?
Hamin: Honestly, I don’t really see the point in drawing a hard line between what’s “real” and what’s “virtual.” I think everyone’s just living in the version of reality that feels real to them. And for me? Virtual is real. People are free to see it however they want—I don’t feel the need to push back or prove anything. What actually matters is: can we still connect? Can we understand each other, share something real, even in a digital space? That’s the kind of reality I believe in.
The theme of this edition, QUINTESSENCE, is all about the five elements coming together to represent purity, essence, and ultimate quality. If you had to define the “essence” of each of your fellow members in one word or phrase, what would it be?
Yejun:
Hamin – Maturity. He may be the youngest, but he’s often the most grown-up of us all.
Eunho – Purity. When he’s working on music, you can feel how purely he loves what he does.
Bamby – Nature. He’s probably the most effortlessly natural person I’ve ever met.
Noah – Charm. There’s just something about him—you can’t dislike him. It’s a superpower.
Noah:
Yejun – The blueprint. Total husband material. No notes.
Bamby – Wild card. He’s our 4D king—you never know what’s coming next.
Eunho – Puppy. It just fits, okay?
Hamin – Black cat. And yep, I mean that exactly how it sounds.
Bamby:
Yejun – Soft blue. He’s solid as a leader and sees every little detail in the team.
Noah – Honesty. He’s always showing his true self, to everyone.
Eunho – Fiery red. He brings that bold, energetic passion to PLAVE.
Hamin – Leafy green. Like a strong tree, he quietly keeps the team balanced.
Eunho:
Yejun – The Center. To me, Yejun hyung is the gravitational core of PLAVE. He holds us all together, not just as a leader but as a person. What makes him special is the way he balances warmth with sharp clarity. I’d say he’s 60% cool-headed, 40% soft-hearted.
Noah – The Seasoning. He’s like that one pinch of spice that takes everything from “okay” to “oh dang.” His voice? Total flavor boost. We’ll be working on a track, and the second he hops in—boom, it all makes sense. And on air? He’s the one dropping those chaotic one-liners that make us lose it. What gets me is how he flips between genius-level precision and total goofball energy. You never really know which version you’re getting—and that’s exactly what makes him fun.
Bamby – The Sour Peach. Bamby’s like a tangy peach—sweet, zingy, full of character, and always keeping you guessing. I’ve known him for a while now, and just when I think I’ve got him figured out, he shows me a new side. He lives like he’s the main character in a movie. “Sour peach” might sound funny, but it fits him perfectly.
Hamin – The Bassline. And I mean that literally and emotionally. He plays bass, sure—but more than that, he is the base of PLAVE. He holds us together, gives the group shape. He’s the youngest, but he’s the one checking in on everyone, keeping the vibe grounded whether we’re on or off stage. Quiet, steady, solid—that’s Hamin.
Hamin:
Yejun – Selflessness. He leads by example and always puts others first.
Noah – Sensitivity & humanity. He’s observant, thoughtful, and always there with the right words.
Bamby – Approachability. He vibes with everyone and makes people feel seen. He knows when to lean in and when to lean on.
Eunho – Warmth & light. He lifts me up with compliments and always knows how to make me laugh.
Image Credit: Billboard Korea + VLAST
Yejun: I think I’m like the ocean—quiet, steady, but ready to hold whatever comes my way. If I can be someone you lean on without saying a word, someone who gives you peace just by being around—that, to me, is real power.
Image Credit: Billboard Korea + VLAST
Noah: Since I’m one of the older ones along with Yejun, I feel that extra layer of responsibility. I’m always thinking like, “How can we level up as a team? What’s the next version of PLAVE the world hasn’t seen yet?” If we were a car, I’d probably be the one with both hands on the wheel, eyes on the road. Just trying to steer us forward—safe, strong, and headed somewhere amazing.
Image Credit: Billboard Korea + VLAST
Bamby: I’m really into growing plants. There’s just something magical about watching life sprout from plain old dirt—seeing it grow, bear fruit, and then return to the soil. That whole cycle is so beautiful to me. It made me realize nature is all about giving and receiving, in this constant loop. And I’m part of that too, right? I think I’m growing a little every day—like a tree, like a flower. I don’t think we’re meant to bloom just one flower or grow one fruit in our whole life. It’s more like—we keep blooming whatever fits that moment.
Image Credit: Billboard Korea + VLAST
Hamin: Honestly, I don’t really see the point in drawing a hard line between what’s “real” and what’s “virtual.” I think everyone’s just living in the version of reality that feels real to them. And for me? Virtual is real. People are free to see it however they want—I don’t feel the need to push back or prove anything. What actually matters is: can we still connect? Can we understand each other, share something real, even in a digital space? That’s the kind of reality I believe in.
Image Credit: Billboard Korea + VLAST
Eunho: I think I do find comfort in solitude. When I’m alone, I get to slow down and think—about where I’m going, how I want to grow. If I’m in a good mood, I’ll quietly celebrate by myself. And if I’m not, I’ll sit with that too, try to unpack it. But I’ve also learned that staying in that space too long isn’t always healthy. It’s easy to sink into it without noticing. That’s why I try to face those feelings—and then step out of them. I think that’s where growth really happens. So yeah, I like being alone. But I never want to get stuck there.
Image Credit: Billboard Korea + VLAST
From left: Eunho, Yejun, Noah, Bamby and Hamin of PLAVE.
On April 13, the Circle Chart — South Korea’s longest-running music ranking, and its equivalent to the RIAA — unveiled its latest musician milestones. Alongside accomplishments by Blackpink’s Jisoo, NewJeans and BTS, stood PLAVE — a boy band whose members’ real-life identities are hidden behind digital avatars, but whose commercial performance and ambitions rival K-pop’s biggest human acts.
For almost three decades, Korean music companies have attempted to develop cyber singers, with mixed results. But none have broken through like PLAVE, which with its third mini‑album, February’s Caligo Pt. 1, became the first entirely virtual Korean act to surpass 1 million units sold, according to Circle Chart. But much like Gorillaz — the virtual British band created by Damon Albarn and Jamie Hewlett — the members of PLAVE are, behind the screens that project their avatars, real artists proving they can have real impact without revealing their faces or personal lives.
PLAVE was conceptualized in the unassuming Seoul office building that houses VLAST, an entertainment company that started as a for-hire computer graphics studio and is now a full-service production house for real-time graphics and virtual intellectual property that also provides label and management services to PLAVE, which is currently its sole musical group. Inside its scrappy yet cutting-edge production facility, and under CEO Lee “William” Sunggoo’s direction, the company imagined a virtual band in the style of manhwa, the Korean comics and webtoons that have become increasingly popular over the past two decades thanks in part to the otherworldly good looks of their characters. After successfully pitching the potential of virtual artists to the singer who would go on to voice PLAVE leader Yejun, VLAST recruited four more artists to round out the quintet as Bamby, Noah, Eunho and Hamin. “Each new member was recommended by someone who recognized their musical ability,” Lee says.
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According to VLAST, the men behind PLAVE are all artists who previously pursued K-pop or R&B careers. Their virtual selves — brought to life in meticulous 2D detail through motion-capture rendering — sing, dance and rap like any K-pop stars would. But the real men of PLAVE also write, produce, choreograph and play instruments on tracks, a level of creative involvement usually seen in chart-toppers like BTS and Stray Kids that’s still atypical among idol groups.
Bamby
Billboard Korea + VLAST
Eunho
Billboard Korea + VLAST
At VLAST’s Seoul headquarters, creative teams huddle around screens, monitors and camera rigs, overseeing motion-capture stages and ensuring the PLAVE avatars and the actual musicians in the room with them have every dance move and facial expression synced. Through real-time animation, PLAVE can host frequent livestreams with fans and play concerts and festival appearances — so long as venues have a screen to display them.
The quintet’s real members can even see its fans — known as PLLI — as it performs from inside VLAST HQ and respond directly to them. So far, the group has headlined four concerts with in-person audiences, all in Seoul: First, it sold out two April 2024 shows at the city’s 2,500-seat Olympic Hall, then two dates the following October at the 11,000-capacity Jamsil Indoor Stadium, according to VLAST. In a review of the latter, the Korea JoongAng Daily lauded onscreen feats like watching PLAVE “driving a burning motorcycle to the stage,” but noted that the band’s inability to actually meet its audience “greatly limits the range of performance,” while technical glitches jolted fans from the fantasy.
(“We are always committed to delivering the best possible results,” VLAST says. “Enhancing PLAVE’s concert experience involves upgrading every element that allows the audience to feel fully immersed and connected — including minimizing technical issues.”)
“PLLI are the kinds of fans who truly see the real us,” Bamby tells Billboard in a video interview. At 5 foot 9, he’s PLAVE’s shortest member and sports pink hair and magenta eyes. (Whether these avatars’ attributes are in any way directly inspired by the people voicing them remains a secret.) Because of PLAVE’s virtual nature, Bamby continues, “We rely even more on communication platforms. We’re constantly curious about how they’re doing and how they’re experiencing our content.”
Since its March 2023 debut, PLAVE has earned more than 2.1 billion official on-demand global streams, according to Luminate. Before its latest single, “Dash,” became the first song by a Korean virtual group to reach the Billboard Global 200 in February 2025, PLAVE had entered the Global 200 Excl. U.S. chart with “Pump Up the Volume!” and “Way 4 Luv.”
Hamin
Billboard Korea + VLAST
PLAVE joins a long history of virtual acts from Asia. In the mid-1990s, Japan pioneered virtual idols; the first from South Korea was Adam, a Sims-like cyber singer from information technology company Adamsoft who “debuted” in 1998 and whose first album, Genesis, sold a reported 200,000 copies. Adam led a small boom of cyber stars, but corporations ultimately abandoned them as costs exceeded earnings.
Virtual artists began making a comeback at the start of the 2020s after artificial intelligence and metaverse technology trends helped launch groups like Mave:, an AI-powered female quartet that virtual-artist management house Metaverse Entertainment launched in 2023. Korea’s Kakao Entertainment invested a reported 12 billion won (about $9.7 million at the time) in a partnership with Metaverse. While Mave: is strictly operated through technology, other groups with real humans behind virtual facades like PLAVE now exist, including female sextet Isegye Idol and 11-member girl group Itterniti. But none have broken through with significant sales or awards recognition like PLAVE.
“The initial investment is substantial,” Lee says. “But once that foundation is in place, there are certain advantages. Unlike traditional artists, we don’t have costs for things like hair, makeup or long-distance travel. Instead, our resources are directed toward technology, creative development and content production.”
PLAVE’s rapid ascent has attracted financial investment from HYBE and YG Entertainment, which double as strategic advisers on everything from the members’ vocal health to global rollout strategy. “As a company new to the entertainment industry, we valued getting advice and insights from established industry leaders with extensive experience,” Lee says. With global distribution from YG PLUS, Caligo Pt. 1 included the group’s first all-English track, “Island” (co-written by Adrian McKinnon, whose credits range from Rae Sremmurd to ENHYPEN). On June 16, PLAVE will release its debut Japanese single, “Kakurenbo (Hide and Seek),” following a 2024 agreement with HYBE Japan to support PLAVE’s expansion in the market.
“From an international fan’s point of view, it can sometimes be hard to fully grasp the emotions we want to express due to language barriers,” says PLAVE’s Eunho, who appears as a silver-haired rapper with fangs. “Some feelings just don’t translate perfectly, so we’re really glad we got to release an English track this time. We believe it helped us connect more deeply with our fans in English-speaking countries, and we plan to keep exploring multilingual projects.”
For now, VLAST has no plans for developing further virtual artists, focusing its energies entirely on PLAVE. Its current goals for the group include upgrading the concert experience, launching a dedicated mobile app, pushing to “reach more global fans” — including in Western markets — “and introduce them to what virtual artists can offer,” according to Lee.
“The biggest misconception we faced was that virtual idols like PLAVE were fully operated by AI,” he adds. “Even now, in some overseas markets where people aren’t yet familiar with PLAVE, that remains a common misunderstanding.”
Noah
Billboard Korea + VLAST
Yejun
Billboard Korea + VLAST
The way that blonde, blue-eyed Noah sees it, “one of the coolest parts about PLAVE is that we can do things on stage that other artists can’t — like magical effects or cinematic action scenes. People sometimes say, ‘But aren’t you AI? Doesn’t that make it easier?’ But the truth is, none of it is easy when you actually try it.” (He adds that some members even sustained injuries while rehearsing the “intense” choreography for “Dash,” created by Bamby and Hamin.)
As with so many ascendant pop stars, the real men behind PLAVE have faced their share of privacy invasion. Prying online fans have unearthed clues to the members’ real-life identities; last year, some began stalking them at VLAST and their homes, despite the company’s pleas for fans to respect PLAVE’s privacy and subsequent threat of legal action toward anyone disclosing personal information about the act. When rumors regarding the members’ real identities ran wild across social media and online forums around Caligo Pt. 1’s release, neither the band nor VLAST responded.
The group’s navy-haired, silver-eyed leader, Yejun, promises that in the coming year, “Fans will see us onstage a lot more. Up until now, we’ve had relatively few chances to perform live. In 2025, we want to change that — more concerts and more global tours.” (In early May, PLAVE announced three August dates at Seoul’s KPSO Dome.)
“All five members of PLAVE are passionate about music,” Lee explains. “We believe that high-quality music and performance are what distinguish us from other virtual artists. Creating compelling music is always one of our top priorities.”
“Our chemistry as a group, our direct communication with fans and our distinct musical identity are what have brought us this far,” the black-haired, black-eyed rapper Hamin says. Adds Yejun: “The bond we share as members — the connection, the stories we’ve built and the trust between us — that’s what makes PLAVE special.”
This story appears in the May 17, 2025, issue of Billboard.