- b.stage has expanded its fandom business model to musicals.
- “Maybe Happy Ending” and “Kinky Boots” will be featured in CJ ENM's 2024 musical lineup, with various activities planned for core fans.
- b.stage will support the growth of the musical fandom by providing a convenient experience that integrates online and offline elements.
SEOUL, Korea - June 11, 2024 - b.stage, a total fandom business solution, has partnered with CJ ENM to enhance the musical fandom business. Building on its successful strategies in various industries, b.stage aims to open new horizons in the K-Musical market through the collaboration with CJ ENM, which boasts a strong core fandom. This partnership will offer more benefits to musical fans, provide high-quality content, and make musicals more accessible through integrated online and offline experiences, attracting a broader audience.
CJ ENM entered the musical market in 2003 with the musical “Cats” and has since established itself as one of Korea's leading production companies, producing over 370 licensed and self-produced musicals. The company has announced its 2024-2025 musical lineup, featuring well-known titles such as “Maybe Happy Ending,” “Kinky Boots,” “Gwanghwamun Love Song,” “Cyrano,” and “Werther,” attracting significant interest among musical fans.
“Maybe Happy Ending,” a creative musical, is scheduled to open at Yes24 Stage 1 on June 18. It will be the first musical to establish a b.stage fan community (seoul-metropolitan.bstage.in) aimed at enhancing fan communication. Inspired by the play's plot, the b.stage community is modeled after the story of Oliver and Claire, robots created to assist humans, who meet in an old apartment where only "retired helpbots" live. This community is designed as a "helperbot apartment" where old helpbots, including Oliver and Claire, reside. Fans can "move into" the apartment, interact with actors, the creative team, and performance staff, and enjoy a wide range of content. Currently, actors Jung Wook-jin, Yoon Eun-oh, Shin Jae-beom, Hong Ji-hee, Park Jin-joo, and Jang Min-jae are actively engaging with fans through the "Star Story" feature, sharing behind-the-scenes photos from their profile shoots. Additionally, visitors to the "Maybe Happy Ending" b.stage can receive a physical “resident” card upon their first paid visit. Cardholders will enjoy special benefits such as a 20% discount and point accumulation on subsequent visits.
Starting with CJ ENM's 2024 production of "Maybe Happy Ending," b.stage will continue to support the fandom businesses of a diverse lineup of musicals, including "Kinky Boots.”
“The musical market in Korea is so large that it ranks fourth in the world,” said Kiyoung Lee, co-CEO of bemyfriends. “The core fandom has played a huge role in the development of this musical market and culture. We will actively collaborate with CJ ENM to help more audiences become interested in musicals while interacting with content on b.stage, converting them into core musical fans through a unique fandom experience that integrates online and offline elements.”
b.stage has been rapidly gaining ground as a fandom business solution in the entertainment market with global subsidiaries in South Korea, the United States, and Japan. It has secured over 130 clients both domestically and internationally. Recently, b.stage surpassed 1 million monthly active users (MAUs), solidifying its position as a leading global fandom platform.
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