Ariana Grande Joins Weverse: As predicted, pop sensation Ariana Grande has now officially joined the Weverse superfan app, run by K-pop giant HYBE, as of Monday (July 22).
Grande’s entry onto the platform, confirmed via a social media announcement, comes at a critical moment for Weverse, which has been experiencing a decline in users and revenue in the first quarter of 2024. According to HYBE’s Q1 earnings report, there was a 12.1% year-over-year drop in revenue, with the “artist indirect-involvement” segment, which includes Weverse, suffering an even sharper decline of 18.3% to KRW 143.94 billion ($103.6 million).
This decrease coincides with the ongoing break of BTS, HYBE’s top-earning group, underlining the platform’s dependence on the boy band’s activities. Weverse’s monthly active users (MAUs) have dwindled to 9.2 million, undoing over a year’s worth of growth. Despite these hurdles, Weverse secured an investment from Universal Music Group (UMG) earlier this year, bolstering a 10-year distribution agreement for HYBE’s music.
The addition of high-profile artists like Ariana Grande to Weverse indicates HYBE’s confidence in the app’s future. Grande’s vast global fanbase is expected to breathe new life into the platform and potentially reverse the declining trend in user numbers. Her inclusion is part of a broader strategy to diversify the platform’s artist roster and attract a wider audience.
The success of this initiative depends on Grande’s active engagement and the creation of compelling content for her fans. In March, Ariana Grande topped the charts with her latest album, Eternal Sunshine. It debuted at No. 1 on the Billboard 200 chart, marking her sixth chart-topping album. This success extended beyond the US, with Eternal Sunshine also reaching the top of the Spotify Global Top Albums Chart. Additionally, the album dominated domestic charts in the US, debuting at No. 1 on iTunes, Apple Music, Billboard Top Album Sales, and Top Streaming Albums.
“Ariana Grande and HYBE [America], led by CEO Scooter Braun, are excited to continue their long-standing business partnership and explore creative opportunities in Weverse and REM Beauty,” said representatives for Ariana Grande and HYBE in a statement issued to MBW in June.
In March, Joon Choi, President of Weverse, stated, “the potential for growth in the superfan business and economy is limitless.”
Check out: Ariana Grande to Release New Album This Month
“The key is to be able to meet the needs of fans and artists, not only in K-pop but across other genres in the future, and the platform that excels at this will lead the market,” the executive explained.
Industry analysts are now watching closely to see if Grande’s presence and the comeback of BTS member Jimin can reverse Weverse’s declining trend. Jimin is set to release his second solo album, MUSE, following the success of his 2023 debut, FACE. Recently, TikTok launched an in-app hub for Jimin to promote his new album, which is expected to drive significant fan engagement. Jimin is the latest artist to receive a dedicated in-app hub on TikTok, following the one created for Taylor Swift’s The Tortured Poets Department in April.
