Pop sensation Ariana Grande has announced her collaboration with Weverse, a superfan platform under the umbrella of HYBE, the entertainment powerhouse behind K-Pop sensation BTS.
What is the Weverse ‘Super’ App?
Weverse serves as a dedicated space for artists to interact with their fanbase through posts, livestreams, and merchandise sales. HYBE has dubbed it a ‘super app’ due to its wide array of features, including machine translation in 15 languages. The platform has seen immense success since its launch in 2019, boasting over 10 million monthly active users by the third quarter of 2023, with a significant international user base.
Why is Ariana Grande joining Weverse?
Grande’s partnership with Weverse comes as part of her collaboration with HYBE America. While specifics about her channel’s launch remain undisclosed, HYBE has affirmed its commitment to continue collaborating with Grande’s cosmetics brand, R.E.M Beauty. This move follows Grande’s departure from her long-time manager, Scooter Braun, who now serves as the CEO of HYBE America after a merger with his company, Ithaca Holdings.
Weverse’s President, Joon Choi, has emphasized the platform’s focus on engaging superfans through various services. The app’s growth aligns with HYBE’s broader strategy to expand its label, including ventures into the Latin music market with the acquisition of Exile Music.
The announcement of Grande’s partnership has sparked excitement among fans, with Japanese pop duo Yoasobi also recently joining Weverse. As the platform continues to evolve, HYBE aims to capitalize on its engaged user base and further solidify its position in the global entertainment industry.
