Naevis Debuts as SM’s First Virtual Artist: The Next Big Trend in Marketing
South Korea has emerged as a global leader in shaping pop culture through its music, fashion, and cutting-edge technology. One of the most influential players in this space is SM Entertainment (SM ENT), a leading K-pop agency known for producing world-famous artists like EXO, NCT, and Red Velvet. Among their latest sensations is the girl group aespa, who debuted in 2020 and have made waves internationally with their unique concept of blending the real and virtual worlds.
Source: SM Entertainment
Central to aespa’s appeal is their connection to a larger virtual universe, one populated by digital characters. One of these virtual personas is Naevis (stylised as nævis), an AI-powered figure who, after playing a supporting role in aespa’s storylines, has now made her own debut as a solo virtual artist. Naevis is SM Entertainment's first fully virtual performer, created using advanced technologies such as AI and 3D animation.
Her presence in South Korea’s K-pop scene is now influencing global marketing trends, especially as brands look for new ways to engage with audiences in the digital space.
The Evolution of Naevis: From Virtual World to the Real World
Source: SM Entertainment
Naevis first appeared as a digital guide in aespa's elaborate fictional universe known as "KWANGYA"—a futuristic, virtual realm central to the group's music videos and storylines. In this virtual world, Naevis helped aespa members navigate their adventures, acting as a bridge between the ‘real world’ and KWANGYA. Her ability to travel between these dimensions quickly made her a fan favourite.
Source: SM Entertainment
Her role soon expanded beyond just a storyline figure. During aespa’s second solo concert in Seoul in June 2024, Naevis made a surprise appearance on stage. Utilising anamorphic 3D technology, she performed on giant screens, delivering an immersive experience that captivated audiences. This groundbreaking moment blurred the lines between the physical and digital worlds, showing how a virtual artist can command the same attention as live performers.
SM Entertainment’s SM Virtual IP Centre orchestrated this first stage performance as a precursor to Naevis’ full solo debut. Her concert appearance was not just about music; it represented a pivotal moment in SM’s strategy to expand their virtual artist IP and leverage their technological innovations for a broader audience on social media platforms.
Social Media and the Rise of Virtual Artists
Naevis isn’t just a virtual performer—she’s a key figure in the growing trend of virtual artists who are reshaping how audiences engage with content on social media. Social platforms, with their billions of users, have become fertile ground for entertainment brands to introduce new, digital-first personalities.
Globally, 5.04 billion people used social media at the start of 2024, and this number continues to rise. In such a landscape, virtual artists like Naevis provide unique opportunities for brands:
Engaging Content: Virtual artists offer a consistent, controlled persona that engages audiences through captivating stories, visuals, and music releases, which can be shared and amplified across social media platforms.
Cross-Platform Promotion: Naevis’ flexibility allows her to transition between various digital formats—hyper-realistic on YouTube, more casual on Instagram, and even animated in webtoons or games. This cross-platform presence ensures maximum engagement with diverse audience segments.
Innovative Campaigns: Naevis' role in social media marketing goes beyond traditional strategies. Her integration with trending technology like AI voice synthesis and immersive 3D animations enables brands to push the envelope on what is possible for social media content.
Her music release and teasers are already generating significant buzz on platforms like YouTube and Instagram, where social media users can interact with her content, driving further engagement.
Naevis: A Case Study in Advanced Marketing Technology
Naevis illustrate how advanced technologies like AI voice technology, VFX (visual effects), and 3D modelling can shape virtual artists that captivate global audiences. Here’s how SM Entertainment is using technology to make Naevis an engaging social media figure:
1. Anamorphic 3D Technology for Immersive Experiences
Source: SM Entertainment
Naevis’ surprise appearance at aespa’s concert utilised anamorphic 3D technology, creating an illusion of depth and realism that brought her performance to life. Brands can apply similar immersive experiences in their social media marketing, creating memorable content that grabs attention and drives audience engagement.
2. AI-Generated Content for Social Media
Source: Instagram
Naevis’ voice is powered by AI voice synthesis, enabling her to sing and interact with fans across various media formats, including social media platforms. Her AI-generated content isn’t limited to music; she is also set to appear in webtoons, video games, and branded merchandise. These types of AI-driven campaigns offer endless opportunities for brands looking to personalise their social media strategies.
3. Cross-Platform Flexibility
Unlike human performers, Naevis can change her appearance and adapt her style to fit the tone of different social media platforms. Whether appearing hyper-realistic on YouTube or stylised in casual 3D on Instagram, her flexibility ensures that she resonates with diverse audience groups.
Expanding the Naevis Universe: Collaborations and IP Development
SM Entertainment’s plans for Naevis extend beyond her debut album. As a flexible virtual artist, she is poised to collaborate across multiple industries, including fashion, gaming, and branding. SM has already announced a partnership with LG Uplus, a major telecommunications company in South Korea. Together, they plan to create a series of Naevis-branded content, ranging from immersive experiences to social media campaigns.
Source: SM Entertainment
This collaboration hints at how brands can integrate virtual artists into their broader marketing strategies. The potential applications for brands include:
Collaborative Social Media Campaigns: Naevis can serve as a virtual brand ambassador, promoting products and engaging with social media users through branded content.
IP Expansion Across Media: SM’s IP universe around Naevis will soon include webtoons and video games, creating an entire ecosystem where fans can interact with Naevis on different platforms. This provides new opportunities for brands to align themselves with these expansions, reaching wider social media audiences.
Product Merchandising: With Naevis’ growing popularity, there is potential for co-branded merchandise, allowing brands to capitalise on her fanbase.
Social Media Marketing Tips and Takeaways from Naevis’ Debut
Source: YouTube
Naevis’ debut as a virtual artist offers several key lessons for marketers looking to harness social media’s potential in their campaigns. Here are a few strategies brands can adopt:
1. Start with a Narrative That Engages
Naevis’ rise was not sudden—it was strategically built through her storyline in aespa’s universe. Brands looking to develop their social media presence should focus on creating an engaging narrative that keeps audiences coming back for more.
2. Leverage Immersive Content
Naevis’ performances were groundbreaking because of the immersive technologies that brought her to life. Brands should consider how they can utilise innovative technologies like augmented reality (AR), AI, and 3D modelling in their social media strategies to create content that captivates users and encourages interaction.
3. Embrace Cross-Platform Strategies
As a virtual artist, Naevis is present across multiple platforms, each with its own tone and style. Marketers should ensure their social media campaigns are consistent but adaptable to different platforms. For example, YouTube may require more polished content, while Instagram can offer behind-the-scenes looks or user-generated content.
4. Collaborate for Greater Reach
Naevis’ partnership with LG Uplus demonstrates the potential of collaborations. Brands should consider teaming up with virtual artists or other digital entities to broaden their social media reach and increase visibility among new audiences.
Naevis’ debut as SM Entertainment’s first virtual artist is not just an exciting moment in K-pop but a glimpse into the future of social media marketing. By leveraging cutting-edge technologies and crafting innovative cross-platform content, brands can engage with audiences in entirely new ways. Platforms like InfluenConnect are redefining how brands engage with influencers by offering a diverse range of KOLs, global reach, and data-driven insights. Click here to learn more about InfluenConnect.
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