Virtual boy band Plave's agency signs deal with HYBE Japan

Virtual boy band Plave's agency Vlast signed a partnership deal with HYBE Japan to accelerate the avatar quintet's debut in Japan.

Five-member virtual boy band Plave [VLAST]

Virtual boy band Plave's agency Vlast signed a partnership deal with HYBE Japan to accelerate the avatar quintet's debut in Japan.

"We signed a deal with HYBE Japan for our group Plave's launch and activities in Japan," Vlast said in a press release.

"We hope for well-made promotions in Japan through our collaboration with HYBE Japan, which has a deep understanding of the Japanese market," the agency said.

The deal is "of the largest scale" for any artist outside of the HYBE umbrella, "which was possible thanks to HYBE Japan's high evaluation of Plave's potential for success in Japan," according to Vlast.

Plave is a five-member virtual boy band — with real people behind the group — created by Vlast, a local tech startup that began as a special project from television broadcaster MBC in 2021. The company was founded in February 2022 and debuted Plave on March 12, 2023.

Vlast CEO Lee Sung-goo announced last April that the quintet was seeking to make its overseas debut.

The company “recently received a small investment” from K-pop powerhouse HYBE and music publisher YG Plus, Lee said without disclosing the amount or the stake that Vlast and the two companies will hold. The investment will be used to help Plave set the foundation for its overseas launch, Lee said.

BY YOON SO-YEON [yoon.soyeon@joongang.co.kr]