The rise of self-produced content: How K-Pop groups engage fans

Members of ENHYPEN are seen chatting in a restaurant when a suggestion leads them to start a game. The teaser continues with a restricted number calling them, and the members are shocked by something they see. This scene is a parody of the movie ‘Intimate Strangers.’

ENHYPEN recently released the teaser video for their new self-produced content, ‘EN-Drama.’ This show is a spin-off of their existing content series, ‘EN-O’Clock,’ and features the group’s first attempt at acting in a variety show format, parodying different dramas and movies.

K-pop groups are increasingly using online platforms to produce various self-made content. These range from showing everyday moments that were not revealed on TV to borrowing formats from existing variety shows or performing fan missions. This strategy effectively captures both marketing benefits and the consolidation of fandoms, aligning with the trend of younger audiences consuming content outside of traditional TV.

Unlike traditional variety shows aimed at the general public, self-produced content serves as a direct communication channel with the fandom. Once fans become devoted to a particular artist, they naturally subscribe to this content.

SEVENTEEN’s self-produced series ‘Going SEVENTEEN’ has become so popular that it’s earned the nickname ‘The Infinite Challenge of Self-Made Content.’ A video released in March 2021 recently became their 18th episode to surpass 10 million views, proving its wide appeal.

SEVENTEEN also explored new formats earlier this year through the tvN travel variety show ‘Nana Tour with SEVENTEEN.’ The show was edited for TV broadcast, while an extended director’s cut of around 120 minutes per episode was made available on Weverse. This project was a collaboration between HYBE and production company Egg Is Coming, allowing new fans to discover the group via television, while existing fans could enjoy even more content, including behind-the-scenes footage.

BTS, known for their self-produced variety show ‘Run BTS,’ recently started a new solo variety series titled ‘Run Jin’ featuring member Jin. Launched on August 13 KST, the show is centered around the concept, ‘I’ll do anything for ARMY (their fandom).’ The first episode, showcasing Jin’s journey up Hallasan Mountain, has already surpassed 2.5 million views as of the 19th.

Self-produced content allows for more creative freedom, drawing on the love and interest of fans. It can take on various formats depending on the participating members and content themes, and can even run in seasons.

IVE, for instance, has released four seasons of their self-produced content ‘1, 2, 3 IVE’ since its launch in 2022. While the first season focused on the group’s journey to debut, subsequent seasons have included variety shows and game parodies. Season 4 took on a mystery game format.

YouTube variety shows that gain popularity can also be picked up by TV channels. For example, aespa’s self-produced variety show ‘aespa T’ began airing on Mnet every Thursday starting from the August 8 KST. The show, which was released over eight weeks on their YouTube channel starting in June, features the members enjoying different themed parties and realizing their desires.

An industry insider noted, “The purpose of producing self-made content is to showcase various aspects of the artist’s charm and provide a unique form of entertainment for their fandom. Since this content is distributed online, it can be watched worldwide, leading to increased fandom engagement globally.”