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I was fascinated by this account from the BBC: How jealous 'super fans' try to dictate their idols' private lives. Fans of the K-Pop group aespa are outraged to discover that singer Karina has a boyfriend. Karina has compounded the offence by apologising publicly rather than on a private, fans-only forum. She's only a girl in a band. Can't she have a personal life like everybody else?
A bizarre tale but it's the background that holds the attention, the personal involvement of the fans in the capitalistic project of the band.
"Fans put in labour to ensure the group's success. They consider the idol a product. And if you want to see the product on the stage for a long time, the artistes, the fans, and the management will all have to put in hard work."We learn of "fan labour": streaming their idols' music, even at night while sleeping, to move them up the charts; studying the voting rules of the several fan polls; dividing their voting efforts to get their group as far up the rankings as they can; responding to negative comments in online forums.
Karina is not 'like everybody else'. She is a component of a corporate entity, filling a role that precludes a personal life. Her reality has to be that perceived by the corporate organism, not the human one she grew up with; just as other human components of such organisms need to abandon their human moral values to fulfil their functions. The striking K-Pop innovation is to transform the super fans from consumers to constituents. They also must embrace the reality perceived by the corporation, 'put in hard work' alongside artistes and management to help it optimise its position in the landscape it perceives, of money, charts, prizes. They don't need it for insight, balm, enlightenment, support... they need it to succeed. Its success, on its own terms, is their success. What a wheeze!
Karina image: 티비텐, CC BY 3.0
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