Kakao Entertainment is preparing to launch a new superfan platform called Berriz in 2025, positioning it as a direct competitor to Hybe's Weverse. The platform will complement Kakao's existing Lysn and Bubble services, which allow fans to connect with SM Entertainment artists through messaging.

Key developments:

• Berriz launch planned for 2025
• Platform aims to expand beyond music and target global markets
• Will integrate with existing Lysn and Bubble services
• Potential inclusion of a new SM boy group debuting in late 2025

The initiative comes amid growing competition in the superfan platform space:

• Hybe's Weverse achieved nearly 20% year-over-year user growth in 2024
• Notable artists on Weverse include Megan Thee Stallion, Dua Lipa, and Gracie Abrams
• SM artists remain on Weverse despite Kakao-Hybe rivalry
• Warner Music is developing its own superfan app for 2025

The broader superfan monetization trend has attracted significant investment, with startups like Mellomanic, FanCircles, TRAX, and Tune.fm securing multi-million dollar funding rounds in 2024. Spotify has also entered the space with its "Deluxe" tier offering.

This development reflects the growing importance of direct artist-fan engagement platforms in the music industry, particularly in the K-pop sector where fan engagement plays a crucial role in artist success.

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