HYBE, Industry's First AI Project Materializes "May Release"

Interview with US Billboard
Project with Superton to be released in May
"We must embrace changes brought by AI"

Hive's artificial intelligence (AI) project is expected to surface soon. Until now, no domestic entertainment company has revealed an AI project related to music. This project is related to Superton, an AI audio company recently acquired by Hive.

Bang Si-hyuk, Chairman of HYBE, is attending the Kwanhoon Forum held at the Press Center in Jung-gu, Seoul on the 15th, delivering the keynote speech. Photo by Dongju Yoon doso7@

On the 22nd (local time), Bang Si-hyuk, chairman of Hive, stated in a special feature article in the April issue of the US Billboard magazine, “We are conducting small-scale projects related to Superton,” adding, “One of them is scheduled to be unveiled in May.” This project, named ‘Project L’ within the company, is currently in the pilot phase. Chairman Bang said, “I have long doubted that the creator of music could be entirely human,” and added, “(This project) will be one of the company’s key strategies.”

In January, Hive invested 45 billion KRW to acquire 56.1% of Superton’s shares. Superton possesses technology capable of generating nearly infinite voices based on AI. It has previously recreated the voices of Kim Kwang-seok, Kim Hyun-sik, and Yoo Jae-ha. Chairman Bang said, “(Superton) can perfectly replicate not only tone but also intonation,” explaining, “For example, you can record your voice and then apply Angelina Jolie’s intonation to it.” He also explained that the voice can be expressed in multiple languages and can be made to sound younger or older.

Regarding concerns that someone might use the technology to imitate the voice of BTS (Bangtan Sonyeondan) for commercial purposes, Chairman Bang said, “We will not stop the project because of such concerns,” and added, “I believe regulations and social consensus related to AI will soon be established.” He cited the recent example of the Writers Guild of America (WGA), the largest organization of writers, allowing AI-assisted writing, stating, “Rather than outright banning AI, I believe it is right to accept change.”

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