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Ariana Grande has collaborated with K-pop giant HYBE to make available fan engagement through Weverse, a fan engagement app owned by HYBE. But the move couldn’t have been most opportunistic for Weverse when its user base and revenue declined in the last quarter.
Historically, the platform relied strongly on the popularity of HYBE’s top group, BTS, which dropped greatly in users and revenue in Q1 2024. With BTS on hiatus now, things seem pretty uncertain about the future of this platform.
However, Grande could be the game-changer. Her huge following worldwide might give Weverse a new lease of life and turn around drooping user numbers. HYBE’s strategic move is to diversify its lineup of artists on the platform, helping to draw in a bigger audience.
But also consider Grande’s current chart-topping album, “eternal sunshine,” which topped both charts on Billboard 200 and Spotify Global Top Albums. This, combined with her being an active user on Weverse, might be exactly what this platform needs to set things right once again.
HYBE is still optimistic that Grande’s entry into Weverse will yield some really cool content that could be tailor-made for such a loyal fan base. It goes without saying that the eventual success of this move is predicated on Grande’s active contribution and the creation of content that resonates with her fanbase.
This deal extends the long-term business relationship between Grande and HYBE. Both parties are looking to explore creative possibilities within Weverse and Grande’s beauty brand, REM Beauty.
