Seoul Music Forum explores humanism in AI age, with one in four K-pop acts now virtual

The 2026 Seoul Music Forum convened industry leaders and experts to deliberate on the evolving landscape of music labels amid rapid technological advancement. Under the theme “Independent, Connected, Global: The Next Chapter for Music Labels,” the event shed light on how artificial intelligence is reshaping the music scene, particularly within K-pop and Asian markets.

Significant attention was given to the increasing prevalence of virtual idols in K-pop, with research indicating that one in four newly debuted groups this year are entirely nonhuman. This development signals a substantial shift in the industry’s approach to artist creation, blending digital innovation with traditional fandom dynamics. Virtual acts such as the futuristic boy band Plave exemplify this trend, presenting an image of flawless, ageless performers while maintaining emotional resonance through human interaction behind the avatars.

Josh Jordan, founder of the Manila-based consultancy Crosscurrent, addressed the forum with insights into Generation Z’s unique relationship with AI-generated content. He noted a paradox in younger audiences’ preferences: despite AI’s drive towards flawless and hyper-realistic media, there is a concurrent yearning for imperfection and authentic emotional engagement. This desire reflects a coping strategy to navigate an increasingly digital and artificial entertainment environment.

Jordan also highlighted broader cultural currents in Southeast Asia, where the dominance of established pop cultures from Japan, Korea, and the West is giving way to a more multipolar exchange. Local acts influenced by K-pop, such as the Filipino group SB19, illustrate this regional diversification. Social interactions among Gen Z are often rooted in online communities formed around shared interests, which frequently extend into real-world gatherings, underscoring the blurred boundaries between digital and physical social spheres.

During panel discussions, music critic Lim Hee-yun, collaborating with Crosscurrent, emphasized the rising prominence of virtual K-pop groups. While many of these new acts have yet to achieve widespread popularity, their sheer proportion among new debuts marks an important milestone. The appeal of virtual idols lies in their fusion of the unattainable perfection idolized in K-pop with the relatable qualities that fans seek, creating an “inhuman-human” hybridity unique to this cultural moment.

Experts also addressed the broader implications of AI on music production and distribution. Tinko Georgiev, a Shanghai-based strategist focused on AI-driven growth, predicted an era where high-quality content will become abundant rather than scarce. This abundance challenges traditional revenue models reliant on intellectual property exclusivity. Georgiev suggested that artists and labels will need to innovate in audience engagement, leveraging technology to offer more personalized and localized experiences beyond the music itself.

Breaking into the global market remains a complex challenge for Asian artists, particularly in the United States. However, social media’s expanding influence provides emerging acts with new avenues to reach international listeners. The rise of viral phenomena, such as those spurred by dance challenges, exemplifies how smaller artists can gain global traction without traditional industry gatekeeping.

Park June-seok, president of the Record Label Industry Association of Korea, which hosts the Seoul Music Forum, underscored the urgency of adapting to these sweeping changes. He emphasized the necessity of safeguarding the rights of creators and preserving the intrinsic value of music while fostering a sustainable ecosystem that can thrive amid technological disruption.

Overall, the 2026 Seoul Music Forum painted a picture of an industry at a crossroads, where the convergence of AI, digital culture, and shifting global dynamics is rewriting the rules of music creation and consumption. Virtual idols and AI-generated content are no longer niche phenomena but integral components shaping the future of K-pop and beyond. As artists and industry stakeholders navigate this landscape, the balance between technological innovation and human connection remains a central concern.