[MuseOn①] Connecting the Popular Music Stage Blocked by the Pandemic

Korea Creative Content Agency Pop Musician Support Project... Discovering Promising Musicians, Assisting Album and Music Releases
Opportunity to Participate in Regular Support 'Muse On Day', Outstanding Teams Also Appear on MBC's 'Show! Music Core'
M Dromeda Studio Web Variety Show 'Daebunim' Produced, Entertainer Tak Jaehoon Team Struggles to Promote

Popular music has been blocked by the pandemic. With fewer performance opportunities, artists face difficulties in sales, promotion, and marketing. The smaller the entertainment company, the more they rely on performances to expect revenue from music sales. There are limits to non-face-to-face strategies such as video content and music releases. Last year, the average revenue of performance venues was about 18.0% of the previous year. This year, a rebound also seems difficult. When indoor attendance is restricted to 50 or more people and social distancing is applied simultaneously, only less than 30% of seats can be filled. Performing with such an audience size inevitably leads to losses. Online performances, which emerged as an alternative, have also lost momentum. The prevailing opinion is that they are unsuitable as a revenue model. Additional costs are required for equipment as well as filming, broadcasting, and editing personnel. Except for famous idol groups, it is impossible to expect income.

The Korea Creative Content Agency operates ‘Muse On’ to sustain the legacy of diverse music. It is a project that discovers promising popular musicians and provides various support programs. It is so popular that 418 teams applied this year. Fifteen teams selected through document screening and live performance evaluation have been receiving support for album and music release and distribution since last month. These include Nasanghyun Band, Nerd Connection, Lidoor, Mesgram, Shin Yumi, Adios Audio, Wi A Young, Yoon Sae, Choi Yuri, Heo Seonghyun, Baby Yana, Dallant, P.L, W24, and Yesuh. They also enjoy benefits such as performing on the regular concert ‘Muse On Day’ and music festivals, as well as having interviews and live clips produced. Lee Hyojin, assistant manager of the Music and Fashion Industry Team at KOCCA, said, "Five teams that achieve excellent results by October will also have the opportunity to appear on MBC’s ‘Show! Music Core’." Lee Hyunju, head of the Popular Culture Headquarters at KOCCA, stated, "Support for creators, who are the foundation of the industry, is important especially during difficult times like COVID-19," and added, "We will spare no effort to help popular music creators challenge themselves and grow with peace of mind."

A recent benefit has been added. ‘Daebunim,’ co-produced by KOCCA and MBC M Dromeda Studio, will be released on the 26th. It is a web variety show featuring broadcaster Tak Jaehoon struggling to promote the fifteen Muse On teams. Writer Jang said, "After the spread of COVID-19, rookie or small-scale entertainment company popular musicians lost their place," and explained, "We adopted a variety show format to introduce them to the public in a friendly way." He continued, "KOCCA selects and nurtures rookie popular musicians every year, which made it easy to organize the cast," and added, "All participants recognize the necessity of variety shows and actively participate, enjoying the filming."

In the first broadcast, Tak Jaehoon is tasked with promoting the fifteen Muse On teams by any means necessary. He raids MBC Radio’s ‘2 O’Clock Date,’ hosted by Muzu and Ahn Youngmi. He makes every effort to promote the music, including introducing songs during breaks. PD Jegal Minjung said, "He has rich experience in music and variety shows and an excellent eye for the potential of popular musicians," and added, "We will produce it as reality without any fakery." He also said, "We hope this will lead to revitalizing the popular music market." Writer Jang also said, "I hope all fifteen Muse On teams freely express their musical worlds and leave a strong impression on the public."

This content was produced with the assistance of AI translation services.