There’s already a lot to be learned, however, from existing dedicated superfan apps like HYBE’s dominant Weverse<\/strong> platform, which drive substantial revenues for artists and labels through exclusive content, merchandise, live events, and more.<\/p>\n Now, Kakao<\/strong> Entertainment<\/strong>, a prominent player in the Korean entertainment industry, and a rival to HYBE, has officially entered this space.<\/p>\n Kakao has launched a new app called Berriz<\/em><\/a>, described as \u201ca cutting-edge global fan platform designed to revolutionize the user experience.\u201d The move from Kakao places it in direct competition with Weverse<\/b>.<\/p>\n Kakao,\u00a0together with its parent Kakao Corp., <\/b>holds a\u00a040.28%<\/b> stake in K-Pop company SM<\/b> Entertainment <\/b>(see below).<\/b> It also owns South Korean Music streaming service Melon.<\/b><\/strong><\/p>\n Notably, in 2023, Kakao and HYBE engaged in a months-long corporate battle to take control of SM Entertainment.<\/p>\n As of June 30 2024, HYBE owned<\/a> a 9.38%<\/strong> stake in SM Entertainment.<\/p>\n Superfan platforms generate revenue through multiple channels, including exclusive content subscriptions, merchandise sales, livestreams, and direct artist interactions.<\/p>\n In December, HYBE’s Weverse<\/strong> launched a Digital Membership subscription service that offers even more features \u2014 for an additional fee \u2014 like real-time translation in 13 languages<\/strong>, plus offline saving options, AI-powered video quality enhancement, and exclusive benefits for subscribers.<\/p>\n According to HYBE\u2019s CFO,\u00a0Kyung-Jun Lee<\/strong>,<\/span> speaking on the company’s Q4 earnings call, while the Digital Membership service is \u201cin the beginning stage,\u201d its profits \u201care expected to increase gradually,\u201d with revenue recognition starting from January 2025 following a month\u2019s free trial for users.<\/p>\n The company\u2019s \u201cartist-indirect\u201d segment, which includes merchandising, licensing, and the Weverse<\/strong> superfan platform, saw revenues jump<\/a> 14.5% YoY<\/strong>\u00a0to\u00a0KRW 809.29 billion<\/strong>\u00a0($593.56 million<\/strong>) in 2024.<\/p>\n Weverse counted 9.4 million monthly active users as of the end of 2024 (see below).<\/p>\n As of the end of 2024, HYBE’s Weverse also hit the milestone<\/a> of 150 million<\/b> cumulative global downloads, with the number of artist communities on the platform growing\u00a030% YoY<\/b>\u00a0to\u00a0162<\/b> last year. Weverse has previously said that around 90% of the artists on the platform are signed to labels other than HYBE.<\/p>\n In 2023, 13 artists under SM\u00a0joined Weverse,<\/a>\u00a0including\u00a0SNSD, Red Velvet, Aespa, TVXQ!, Super Junior, SHINee, EXO, NCT 127, NCT Dream, Way V, <\/strong>and\u00a0Riize<\/strong>, along with soloists\u00a0Kangta<\/strong>\u00a0and\u00a0BoA<\/strong>.<\/p>\n Amid Weverse\u2019s appeal and popularity, the platform has attracted international stars to its platform, including\u00a0<\/b>Ariana Grande<\/b><\/a>, Dua Lipa,\u00a0<\/b>Megan Thee Stallion<\/b><\/a>,\u00a0<\/b>and\u00a0Conan Gray.<\/b><\/p>\n In addition to music artists and creators, Kakao\u2019s Berriz will also cater to fans of drama, film, webtoons and musicals. The name “Berriz” is a wordplay on “berries,\u201d according to Kakao.<\/p>\n \u201cDespite having different sizes and shapes, berries become sweeter when they are put together,\u201d Kakao said. \u201cLike berries, Berriz will establish its presence as a playground where K-culture fandoms worldwide can communicate and discover joy together beyond genres and scopes.\u201d<\/p>\n The announcement from Kakao\u00a0<\/b><\/strong>confirms earlier reports<\/a> about the company’s potential plans to enter the superfan market. In January, Korea JoongAng Daily <\/i>reported<\/a> that Kakao filed trademarks for \u201cBERRIZ\u201d <\/b>and \u201cBERRYUS,\u201d <\/b>suggesting potential names for the upcoming platform.<\/p>\n Kakao explained that Berriz is more than just a communication tool. The platform integrates multiple AI, commerce, and livestreaming features. The platform lets IP holders and fans choose designs and services and modify the service and structure of the fan communities.<\/p>\n \u201cSimply put, Berriz aims to set up an optimized community environment \u2015 not a standardized service \u2015 where fans can communicate and entertain without any limits,\u201d Kakao said.<\/p>\n Early adopters of the platform include K-pop group KiiiKiii<\/b>, which started engaging with fans on Sunday (March 24), the same day their debut EP UNCUT GEM <\/i>came out.<\/p>\n “Berriz aims to set up an optimized community environment \u2015 not a standardized service \u2015 where fans can communicate and entertain without any limits.”<\/p>\n Kakao Entertainment<\/span><\/p><\/blockquote>\n South Korean singer Jung Seung-hwan<\/b> also opened an exclusive space for \u2018US\u2019, his official fan club.<\/p>\n Next month, Berriz will see the launch of a fan community for the upcoming MBC drama Crushology 101, <\/i>based on a Kakao Webtoon with 170 million<\/b> accumulated views.<\/p>\n Kakao said it will employ its experience managing multiple digital platforms, including Kakao Page, Melon, <\/b>and 1theK<\/b>, \u201cto create a new fandom culture in collaboration with fans.\u201d<\/p>\n Berriz is now available on the web and mobile devices, in 18 languages.<\/p>\n SM Entertainment also operates a fan app called Bubble via its DearU subsidiary<\/a>.<\/p>\n Kakao isn\u2019t the only entertainment platform to venture into the superfan market. Last year, Spotify<\/b> CEO Daniel EK<\/b> said the company will be\u00a0launching<\/a>\u00a0a new \u201cdeluxe\u201d tier that could include access to \u201csuperfan clubs<\/a>.\u201d<\/p>\n Tencent Music Entertainment<\/b>, China\u2019s largest music streaming company, is also banking on superfans to grow its business. The company recently reported<\/a> a significant surge in its paying user base and improved average revenue per paying user (ARPPU), which was partly boosted by its \u2018Super VIP\u2019<\/b> (SVIP) tier.<\/p>\n Earlier this month, TME said its SVIP tier gathered more traction after it rolled out enhanced audio quality and effects including AI-powered audio effects and voice extraction, an expanded digital album library, and the rollout of more perks for online concerts, such as high-definition modes for some shows.<\/p>\n Last month, Live Nation <\/b>President and CEO Michael Rapino<\/b> confirmed<\/a> that the company is in talks with Spotify, Apple<\/b>, and Amazon<\/b> around presale ticket access for super-premium tier subscribers.<\/p>\n Music industry giants Universal Music Group<\/strong> and Warner Music Group<\/strong> have also signaled their plans to focus on superfans.<\/p>\n \u201cSuperfans, the most avid 20<\/b>% to 30% <\/b>of all music listeners, once drove more than 70%<\/b> of recorded music spending,\u201d UMG\u2019s Executive Vice President, Chief Financial Officer and President of Operations, Boyd<\/b> Muir<\/b>, said<\/a> in September.<\/p>\n Last year, WMG CEO Robert Kyncl <\/b>announced<\/a> the company is working on its own \u201csuperfan app.\u201d<\/p>\n
\n![](\"https:\/\/www.musicbusinessworldwide.com\/files\/2025\/03\/sm-entertainment-who-owns-it-2-80x47.png\")
<\/a><\/figure>\n
\n
\n![](\"https:\/\/www.musicbusinessworldwide.com\/files\/2025\/03\/hybe-weverse-reach-1-80x44.png\")
<\/figure>\n
\n\n
\n
\n