Factors influencing K-pop artists' success on V live online video platform

Abstract

Korean pop music, commonly referred to as “K-pop,” is a genre that is gaining significant visibility and attention from global listeners. Among various factors that contribute to K-pop's global appeal, this study focuses on social media, particularly online video platforms. Video platforms are important as they enable artists to communicate directly with fans through live videos and encourage grassroots participation from fans. This study specifically focuses on a niche K-pop video platform, V Live, to investigate the factors that contribute to the artists' V Live channel success. By examining factors related to K-pop artists, the artist's V Live activities, and V Live support factors, the study examines 289 K-pop artists' V Live channels using hierarchical regression analysis. The study found that high popularity and fan engagement rates are influenced by K-pop artists' video uploads and the support from V Live and entertainment companies. As more celebrities and K-pop artists use online video platforms to communicate with fans, collaborative and strategic support is needed from not only artists and entertainment companies but also from platform operators to enhance K-pop's global reach. © 2020 Elsevier Ltd