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Pop star set to join fan community platform.
On June 13, 2024, it was revealed that Ariana Grande is the latest big-name artist to join the Weverse community. In collaboration with Scooter Braun, the CEO of HYBE America, who shared via Instagram the continuation of Grande’s partnership with HYBE for new avenues on Weverse and for her line, REM Beauty.
Weverse serves as an interactive space created by HYBE for fan interactions that includes live streams, postings and merchandise sales through the Weverse Store. Grande’s entry is intended to not only provide a new platform for fan engagement but also market her beauty brand, REM Beauty.
Opinions among netizens are split, with some excited by the crossover, while others express skepticism.
- Is she then going to sign her albums with different labels and work with HYBE exclusively for REM Beauty and Weverse? The arrangement seems unlike anything from Korean labels.
- During a recent earnings call, it was indicated that her management and album distribution are through a separate label. This relationship likely plays into how profits are generated.
- I’m curious about how high her contract fees are.
- Her presence on Weverse will be interesting to follow.
- How can they support someone who disrespected public goods, disliked America, and had an issue at a Korean concert?
- [Reply] Regardless, she’s still a top-tier celebrity.
Grande’s deal with HYBE revolves solely around Weverse and REM Beauty promotion, leaving her musical ventures to her current management chain.
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FAQs about Ariana Grande Joining Weverse
- What is Weverse?
- Weverse is a fan community platform where artists can interact directly with their fans, engage in streaming, share posts, receive fan letters, and sell merchandise and albums.
- Why is Ariana Grande’s move to Weverse stirring mixed reactions?
- Some fans are excited about the direct interaction potential with Ariana Grande, whereas others are skeptical about the nature of her involvement and past controversies.
- Will Ariana Grande’s music activities also be managed by HYBE?
- No, her music activities will remain under the management of her current label, whereas her representation on Weverse and affiliated promotions for REM Beauty will be with HYBE.
- Is this an unprecedented move for a Western artist?
- International artists joining a predominantly K-pop platform like Weverse is quite unusual, thus indicating an expansive move in the platform’s strategy.
