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Is This K-Pop Girl Band for Real?

Less than two months ago the new South Korean girl group MAVE: released its first music video. It now has nearly 20 million views on YouTube.

At first look, MAVE: looks like any other K-pop band. But it only exists virtually. Its four members - SIU, ZENA, TYRA and MARTY - live in the digital world, also called the metaverse. The group’s songs, dances, talks and even their hair are created by web designers and artificial intelligence.

MAVE:’s almost human-like characters provide an early look at how the metaverse is likely to be in the coming years.

It also represents a push by the technology company Kakao Corporation to become a strong force in entertainment. Apart from creating MAVE:, Kakao made a $960 million offer recently to buy SM Entertainment. SM has a record company that is home to several popular K-pop groups.

Kakao has said earlier that it has invested more than $9 million in Metaverse Entertainment, a group it formed with gaming group Netmarble, to create MAVE:

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