I’m not even going to restate the question.
Yes.
Emphatically yes.
Recently, (G)I-DLE fans have been expressing disappointment that the group is largely inactive on Bubble – a messaging app that allows fans to talk to their favorite artists. This frustration has been amplified after realizing that the group is likely inactive due to the lack of a significant financial incentive for them to speak with fans.
Let me explain.
A pie chart from SM Entertainment’s IT affiliate Dear U and Hanwha Investment & Securities has been circulating online. It breaks down, in detail, how membership fees are split up. Most members pay ₩4,500 KRW (about $3.32 USD) per month per artist. 40% of that $3.32 is then given to the app developer (Dear U). Apple and/or Google – whoever is supplying the app – then takes 30%. Then the artists’ label/management takes 30% and splits it with the artist. And those splits to the artist can vary from label to label and artist to artist.
So, per subscriber, musicians are making about a dollar per month per subscriber. Maximum. It is likely far less. Fans are estimating between $0.22 and $0.44 per subscriber. All of this discussion and speculation is fine and useful, but one online comment made during this discussion made me frustrated for a number of reasons. First, here’s the offending comment:
“If I were an idol, I’d do it for free since I’d like talking to the fans. How much I make off it would have nothing to do with it. LOL.”
Imagine how much time you spend per day talking to your friends. Most people are either too busy and don’t get to talk to their friends as much as they’d like to; or conversely are so tired of talking to people that they just want to be left alone with their thoughts. No matter which camp you find yourself in, one study out of Britain revealed that the average person has 27 conversations every day. Only 27 in-person conversations between home, school, work, and leisure. And that can be overwhelming for some.
Most idols have millions of followers. Millions. Their number of Bubble subscribers is far lower, but it’s still a mind boggling amount. For example, here’s a GIF of YoonA from Girls’ Generation showing the functionally endless number of messages she’s gotten from her fans on Bubble.
The amount of messages is so large that one person would simply never have enough time to respond to them all individually and to the satisfaction of users and fans.
What this commenter doesn’t realize is that 1) Idols are human, and as such also need sick days, alone time, and time with family and 2) Most idols are perpetually short on time between dance rehearsals, travel, recording in the studio, doing interviews, shooting music videos, etc. 3) Bubble is a serious time commitment. If all you’re doing is making $0.22 cents when you could be performing a concert or a corporate event and making thousands, you’re naturally going to prioritize something that actually generates revenue.
That’s just business. And not using Bubble if the money isn’t flowing is a smart move.
You’d need about 1,000 subscribers to make $500 a month. Messaging 1,000 people every day for only $6,000 a year does not sound worth it to me.
I just want this commenter to realize that the fantasy they have about what an idol’s life is or how it functions moment to moment is not accurate. Don’t blame your favorite idols for prioritizing their mental and physical health, family relationships, and music careers over talking with you. You’re literally just some rando on the internet. You have no claim on their lives.
Be patient with them. Show them some grace. If they’re so busy they have to prioritize other things over Bubble, they’re likely 1) routinely over scheduled and 2) not quite financially stable despite all the glitz and glamor. Trust that they’ll reach out when they are emotionally, physically, and financially ready for lots of conversation. Most are trying to do the best they can.