Research on Analyzing the Commercial Value of AI and Kwangya World View to SM Entertainment based on AESPA’s Musical Concept

Tisch, New York University, New York, 10012, United States

¹ Corresponding author: hw2834@nyu.edu

Abstract

Since AI plays an important role in the development of human beings nowadays, it is becoming a topic that people want to consider. For example, people are deeply dependent on high-precision AI tools to analyze data. Similarly, SM Entertainment also captured the importance of AI, creating the girl group AESPA and building the Kwangya worldview. Although SM Entertainment already has famous idol groups such as NCT and Red Velvet, it still chooses to take the risk of building, Kwangya, a brand-new concept. Some scholars studied the reasons that AESPA stands out among many idol groups from the visual design aspect and also researched AESPA’s influence on fans, but there is still a research gap in finding the business value of AESPA and Kwangya on SM Entertainment. Therefore, the article studies compare different idol groups’ visual concept settings and idol role positionings, and it found that AESPA is the most suitable team for the Kwangya world because of its clear and definite role positioning. The Kwangya worldview is also more attractive than other groups’ concepts. Also, the close connection with AI allows AESPA to get more cooperation opportunities. Therefore, the company is willing to try further building Kwangya. For the better development of the company, it can pay more attention to whether the concept setting is in line with the group style. In addition, allocating every idol’s personal resources equally is also a way to help the group develop.