Hongdae buskers get a K-pop fandom shot on Red Road

The busking stages of Hongdae are transforming into practical stages for discovering and nurturing new K-POP artists. IMK Entertainment and Naturally Music will hold the first audition to select participants for the new project 'IMK-POP FANDOM BATTLE' on August 1 at the Red Road Culture Experiment Center in Mapo-gu, Seoul.

This project aims for a model that does not end with a one-off competition, but instead helps participants build their own fandoms by performing continuously around the Hongdae area. The structure involves building a fanbase by facing the public through street performances and connecting the resulting reactions to online content or global promotional materials.

A new type of audition held at Hongdae Red Road

Any musician capable of busking in Hongdae from August to October can apply, whether as an individual or a team, regardless of genre. After submitting an official application via QR code, the final five teams will be selected through a first-round video screening and a second-round on-site audition.

Practical support for activities will follow for the selected teams. This includes opportunities to perform on Hongdae busking stages and at the Hongdae Rock Festival, as well as support for music production and distribution, OTT VOD content production, participation in content targeting global fans, and the production of official promotional materials.

Regular performances every Friday at Hongdae R5 Zone

The selected teams will hold regular performances every Friday at 7:30 p.m. at the Hongdae R5 Busking Zone from August 14 to October. Audiences can participate in the musicians' growth process through on-site and online voting, SNS content sharing, and mission 수행 (performing missions).

This project is jointly operated by IMK Entertainment and Naturally Music and is sponsored by the Mapo Culture and Tourism Association. The organizers plan to build a platform that integrates performances, content, and fandoms while simultaneously running events linked to local commercial districts.