Los Angeles was the epicenter of K-pop’s next evolution this week as Galaxy Corporation hosted its first-ever auditions for a virtual K-pop group at the El Rey Theatre.
From aespa’s “ae” avatars to motion-captured virtual group PLAVE to the current chart-topping success of HUNTR/X and Saja Boys of KPop Demon Hunters, virtual idols and the mix of technology and music is nothing new, but Galaxy Corporation’s auditions on Monday (Sept. 8) seemed to fall at the perfect time. The company describes itself as “enter tech” — converging IP, media and technology — and they’re betting big on a future where human performers power a virtual group that can perform and interact with fans in real time, marking another step forward in the music industry’s ongoing experimentation with digital idols. They currently have a small-but-quickly-growing roster of clients, from G-Dragon, Song Kang-ho (Parasite) and Kim Jong-kook, and also produced the Netflix breakout reality competition Physical: 100, which has gone on to have several spin-offs.
While most K-pop auditions have strict age ranges, a specified gender or other barriers to entry, Galaxy Corporation’s audition was searching for anyone with talent, regardless of genre, nationality or age. With this global search, they are “looking for creativity, emotional honesty, and the ability to connect with an audience” rather than visuals, as the group’s members will have digital avatars via motion capture, GK (Gyuhyuk Song), head of IP Music at Galaxy Corporation and senior lead for this project, tells Billboard. Some aspects of this project are based on the traditional idol group model: “Traditional idol training will remain at the core, but we’re also integrating new elements like digital performance and fan interaction in virtual spaces, to prepare artists who can move seamlessly between physical and virtual worlds.” And as intended, candidates who came in person were aged between early teens to adults. One father flew in with his auditioning daughter from the East Coast with dreams of participating in this project.
“Can an artist truly exist forever?” is a question that stuck with GK during his 12 years at SM Entertainment before joining Galaxy Corporation, noting that “groups struggle to surpass the seven-year standard contract period.” Of course, there are many exceptions these days with the global scale of K-pop and the way fans are more connected to their favorite artists than ever, but with this new project, the goal is to create “eternal artists.”
The concept of virtual artists isn’t entirely new — Gorillaz were an early pioneer the idea in the early 2000s — but what sets these newer groups apart is how their avatars are presented as fully realized individuals, with the real identities behind the characters often kept deliberately hidden.
Galaxy Corporation reinforced this approach for their auditions as well. Inside the El Rey, Galaxy Corporation prepared a holding area upstairs in the theater’s balcony and escorted candidates to the main stage while covered by large umbrellas to maintain anonymity throughout the process, aside from first name and age. A large screen was set up on the stage for the judging panel — which included GK, along with two other Galaxy Corporation representatives. Behind the screen, candidates had a mark on the floor for positioning and had a separate screen to see their motion-captured selves as one of two pre-designed avatars.
Virath Pum
There’s an existing culture of virtual artists, and with technology and AI advancing at a rapid rate, Galaxy Corporation emphasizes the importance of authenticity when it comes to building fandom. Fandom is already the core driver of so many artists’ success, and ways to integrate the fans into this new project is also top of mind.
“We believe fandom will become even more interactive and participatory,” GK says. “Fans will not only support, but also shape creative direction through AI-driven platforms. This could lead to a new culture where the line between creator and fan blurs, fostering communities that feel deeply personal and globally connected.”
Additional audition rounds are expected to be held in other cities later this year, with Galaxy targeting a debut that positions the group as a truly global act.