미디어 융합 추세에 따른 가상 아이돌 산업의 발전 전략 분석 -‘뤄톈이(洛天依)’를 중심으로-

초록

With the rapid development of digital technology and the trend of media convergence, the concept of metaverse began to become popular. Accordingly, the boundary between the virtual world and the real world is breaking down. With the emergence of AR and VR technologies with the 5G era today, modern people’s entertainment models are rapidly evolving. The fandom economy of audition idol programs has also recently been booming. Virtual idols are a combination of the virtual entertainment economy in the metaverse field, and the appearance, movement, and voice of virtual idols are all implemented through computer programming. In China, with the trend of two-dimensional subculture, virtual idols appeared in front of the public and established themselves as a new culture pursued by Generation Z young people. In addition, virtual idols have high influence and brand value in music, animation, and games. Therefore, this study analyzes the development strategy of the virtual idol Luotian using literature research methods, case analysis methods, and interview methods after selecting the representative Chinese virtual idol Luotian as the subject of the study. In addition, from an academic perspective such as design, communication, and advertising, we present the brand business development strategy of virtual idols in six directions: appearance design, character personality setting, communication channel, content development, commercial value, and future development. The positioning of virtual idols is aimed at the virtual community and fandom economy of young people who prefer ACG culture, centering on Generation Z. Luo Tiani can be seen as suitable for Generation Z’s taste with its exterior design, Chinesestyle elements and cute personality settings of a 15-year-old girl. In terms of communication channels, virtual idols deliver and disseminate communication content through VR concerts, commercial advertising, TV programs, and other B2B communication channels. Content development produces music content and video content through User Generated Contents (UGC) methods. Improve brand awareness through collaboration with famous artists. And also actively communicate with fans on SNS. Communication effects are derived by utilizing interactive activities with fans in the content development process. In addition, business value is expanded through commercial concerts, advertising models, goods production, and live broadcasting. In particular, as concert revenues decreased due to COVID-19, virtual idols were able to expand their commercial potential in the Internet field through live Internet broadcasting. Next, this study conducted interviews with the company’s management and fans who made songs for Luotian, and Luotian identified the company’s future operation plan and current problems. Currently, virtual idols are generating commercial profits, but fans who continuously create content for virtual idols are not generating commercial profits. Accordingly, various problems such as simple content development methods, insufficient creativity, and systematic content operation are exposed. Through the interview, it was found that the official website related to virtual idols is developing new video production technologies, including support activities for fans such as content production support and competitions. In addition, when visual image capturing technology is used, image production is possible more quickly and conveniently. In terms of technology, virtual idols can rapidly develop in the world of metaverse by utilizing digital technology. In terms of content, for the long-term development of virtual idols, it is necessary to implement the cultural meaning, story, and value delivery of virtual idols. In addition, in a highly competitive market, the virtual idol industry must expand its business area in various directions to build a new business model. And the virtual idol industry must effectively combine media communication channels. In addition, it is necessary to create various forms of content and achieve sustainable development by sharing resources and concentrating information. Therefore, content should be developed using industries such as games, fashion, and recreation, especially when interaction with fans is strengthened and music works and business models are innovated to increase business value.

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