[The Value of an Album 4] Beyond Fandom, Towards Marketability... Evolution Continues

"The demand to physically experience the worldview will continue."The key is not the form of the album, but the value it provides.Albums that used to contain and store music are evolving into products used in daily life, creating new consumption experiences. Photos show NMIXX MP3, ILLIT in-ear earphones, NCT JNJM sneakers, ILLIT Gua Sha ceramics, CORTIS singing bowls and lip balm, NCT WISH Wish Chu, and aespa CDP (from top left, clockwise). / Respective agenciesAlbums that contained music have become products that contain fan sentiment, and behind them, overconsumption and environmental issues have accumulated. Now, albums are becoming keychains, earphones, and sneakers, entering fans' daily lives. Has only the form changed, or has the value contained within it also changed? We delved into the present evolution from listening albums to collecting albums to using albums and explored future possibilities. [THE FACT | Reporter Jeong Byung-geun] Wearing sneakers, listening to music on an MP3 player, and putting earphones in one's ears. For some, this is an ordinary daily life, but for K-pop fans, it can be a special act of experiencing the music and worldview of their favorite artists. Albums that used to contain and store music are evolving into products used in daily life, creating new consumption experiences.Fans' reactions to MERCH albums are enthusiastic. For fans who used to consume based on components like CDs and photocards, products in entirely different forms are a fresh experience. The fact that they can enjoy the artist's concept and narrative in their daily lives, not just collect unique items, is also a driving factor for purchases.Kim Wook, Creative Visual General Director at SM Entertainment (SM), along with Cho Woo-sik, Jo Soo-yeon, and Lee Ji-hong, said about the NCT JNJM (NCT Jeno&Jaemin) Converse sneaker album, "There were fresh and surprising reactions to shoes being produced as albums, and we could also confirm fans' satisfaction and pride in seeing the albums of artists they support gain attention in a differentiated form."JYP Entertainment (JYP) also confirmed similar reactions from fans. A JYP representative said, "Every time we release a new form of merch album, fans' reactions are very enthusiastic. We believe we are receiving a greater response because it serves as an organic medium for fans to deeply immerse themselves in the album's concept and narrative, beyond simply collecting music."In addition to being a medium for immersion, another value is bestowed through the rarity of the product. JYP defines merch albums as limited editions that capture the rarity of the specific activity and concept, and operates with a policy of not producing additional quantities after the initial run to protect their collection value.SM Entertainment stated about the NCT JNJM (photo) Converse sneaker album, "There were fresh and surprising reactions to shoes being produced as albums, and we could also confirm fans' satisfaction and pride in seeing the albums of artists they support gain attention in a differentiated form." /SM Ent.Freshness and rarity are powerful drivers of purchase, but they do not guarantee sustained product value on their own. If it's a keychain that hangs on a bag, an MP3 player that actually plays music, or sneakers worn outside, they must guarantee quality and convenience, just like ordinary consumer goods. Planning agencies are fully aware of this.An SM representative emphasized, "As merch albums are both collectible and usable products, they must have sufficient appeal and completeness as products themselves, rather than just being given value because of the artist's name or limited edition status. We believe they can have lasting value only when they satisfy the satisfaction with quality and user experience, as well as the specialness that comes from new forms."The production process of merch albums also differs from that of general album packaging. It doesn't end with simply completing the design and producing printed materials; it also involves verifying the product's functionality and durability. In particular, when combining products that actually operate, such as electronic devices, with albums, the importance of production time and quality control increases.A JYP representative explained, "Due to the nature of merch albums that include electronic devices or practical functions, we apply much higher standards for quality control. We repeat the inspection of physical samples twice as often as for paper products and go through the process of identifying and correcting even minor issues that may arise during operation."He added, "Since these mass production and quality verification processes take a considerable amount of time, we plan and start producing merch albums first when the entire album production project begins. We are focusing on maximizing technical stability and product completeness by communicating in various ways with collaborative manufacturers and partners."A HYBE representative also stated, "As merch albums are products that fans can collect and use in their daily lives, we review prices and quality considering the characteristics and usability of each item. Information regarding product precautions and exchanges is provided according to the standards for each product."HYBE, which has produced numerous merch albums including ILLIT (photo) Gua Sha ceramics, stated, "We review prices and quality considering the characteristics and usability of each item. Information regarding product precautions and exchanges is provided according to the standards for each product." The photo shows a performance at the '2026 THE FACT MUSIC AWARDS' held in September. /Reporter Nam Yoon-hoAs the product range of merch albums diversifies into the realm of general consumer goods, the factors that planning agencies must consider also increase. At the same time, it is an opportunity to secure competitiveness that existing physical albums could not achieve. If they become items that people want to own and use in themselves, beyond products sold based on fan sentiment, they can reach consumers outside the existing fandom.This change is not necessarily limited to merch albums. Existing physical albums can also provide new experiences depending on how they embody music and concepts.The single album 'SPAGHETTI' released in October last year by LE SSERAFIM is a prime example. From pre-promotion to album design and stage sets, the keyword "cooking" was consistently reflected. The concept was meticulously realized with a spaghetti box and packaging that looked like it could be sold at a real supermarket, a photobook and photocards structured like a cookbook, and even silica gel packaging with the message "Do not eat."This is a case that shows that even in albums of a general format, the process of opening and examining the components can be made into an experience.These series of attempts show that the core of new albums is not necessarily creating new items, but diversifying the ways consumers can experience the artist's identity and music. Planning agencies expect physical albums to evolve into even more diverse forms in the future.An SM representative predicted, "The demand to own music and physically experience the artist's worldview and concepts will continue to exist, and merch albums will be one option to expand this experience."He added, "However, not all albums need to aim to be merch albums. The most suitable form differs depending on the artist's music and identity. The important thing is not the novelty of the form itself, but how persuasively the music and the artist's message are delivered."JYP Entertainment, which has produced albums such as NMIXX (photo)'s MP3 album and KickFlip's camera album, predicted, "Under the essence of being a medium for music, the role of delivery to convey and make more listeners feel will follow the flow of the times and consumer demands." The photo shows the artist attending the '2026 THE FACT MUSIC AWARDS' in September. /Reporter Park Sang-minA JYP representative said, "Under the essence of being a medium for music, the role of delivery to convey and make more listeners feel will follow the flow of the times and consumer demands. Currently, we are considering mobility, convenience, experience, and emotion in the merch category along with digital elements. Periodic checks are needed on the concept and value that consumers place on albums."Ultimately, what matters is not the form the album takes, but the value it provides to the consumer. For fans who find value in collection itself, traditional albums may be the choice; for consumers who prioritize music listening, CDs or LPs; and for fans who want to experience a connection with the artist in their daily lives, merch albums can be different options.If the focus has been on pioneering and expanding new markets so far, now is the time for the next step. Making albums that can remain with fans for a long time, as much as selling millions of albums, is a task for the sustainability and growth of the K-pop industry. [Album Value 1] Not even listening... The paradox of 100 million CDs sold[Album Value 2] From keychains and earphones to sneakers... Enjoying music while using it[Album Value 3] How MP3s, sneakers, and Gua Sha ceramics were bornkafka@tf.co.kr[Entertainment Department | ssent@tf.co.kr]