In an interview, professors explained how excessive consumptions of K-pop merch affect fandoms' relationship with their idols.
On March 17, professors Ryu Jun Hee and Heo Yoon, planners of the book, "Fedimology" sat down for an interview with the Korean media outlet CBS No Cut News.
Are Idol Official Merch Important?Positive & Negative Impacts to Fandoms, Idols
During the talk, the two professors discussed the current status of idols. Their labor and obligations increased due to the idol industry's structure. The need for "excessive consumption" as well as the stronger "consumer identity" of fandom intensifies rapidly.
Agency vs. Fandom: Difference Between Official and Unofficial Activities, Merch
In the past, fans are free to create mementos for their idols, which may range from postcards, posters, bags, T-shirts, etc. This is particularly evident in first-gen and second-gen K-pop idols.
However, when K-pop transitioned to the third gen, agencies started to mass-produce and sell various products.
Since then, fans' activities and customized items are described as "unofficial," while products from agencies were called, "official."
According to the professors, this can be considered a positive impact since idols gained revenue from the support of fans buying official merch.
Agencies Sell 'Intimacy'? Professors Claim Idol-Fan Relationship Comes With Price
However, these official merch and activities organized by agencies posed a threat to the relationship between fans and artists. They said:
"Now that the company is trying to 'officially' operate and manage the fan club and produce goods, this seems to be a way of generating profits," diversifying revenue models.
Ryu and Heo stated that agencies are building relationships in a quantifiable way, where fans can now connect with their idols using paid apps such as bubble and V-Live.
Do Idols Need to Reward Fans For Buying Merch?
As Professor Ryu mentioned, "shame" becomes important in the relationship between fans and idols.
Due to the nature of the industry that runs on fans' "excessive consumption" and "enthusiastic support," fans want "reward." Rewards come in various forms that corresponds to money and time. This eventually results in "more obligations and labor" for idols.
It is a trend of strengthening the relationship between "consumer" and "product" as if saying:
"Since I spent this much money (for you), you should do this much (for me)."
Prof. Ryu emphasized that fandoms should learn to separate being involved in idol's performance on stage and the idol's daily lives.
Idol-Fan Relationship Based on Money
Last but not least, the professors highlighted that this activity of buying official merch could lead to fans feeling betrayed.
"It is a natural scene to contribute to the generation of your idols' profits and the formation of honor through "enthusiastic purchases," and to claim free labor that consumes time and emotions such as repeated streaming or writing sales articles."
However, when this relationship started to have cracks, it could actually break the idol-fan relationship fully.
"At this time, the fandom came to think that the relationship between idols and fandom was not a reciprocal relationship based on affection, but just a conditional relationship through money and even considers the star's violation of norms as a kind of deception or betrayal."
READ MORE: Here Are 5 Things That Must Stop From Occurring In K-pop
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Written by Eunice Dawson
