Jadu and Global Influencers' New Experiment
Singer Jadu, known for her unique voice, has made a comeback after 11 years with the mini-album ‘Talk Talk Talk’ (말말말) and has embarked on a special collaboration with global influencers. The Global Influencer Association (GICON) announced on the 21st that they held the ‘Talk Talk Talk Content Challenge Day’ with Jadu and GICON's ambassador influencers.

This project goes beyond simply creating challenge content; it holds significance by combining celebrity content, which traditionally centers around broadcasting and music, with SNS-based influencer content to suggest new ways of consuming content and building fandom culture.


Recently, the content market has been rapidly shifting away from a celebrity-centric, one-way structure to an interactive structure where creators and fans directly participate and reproduce content. Accordingly, collaborations between celebrities and influencers are gaining attention as a new marketing model that goes beyond simple promotion to connect different fandoms, and re-interpret and spread content in various formats.

GICON ambassadors, who are active in their respective fields based on their unique personalities and influence, participated in this project, drawing keen attention. The participating influencers included ▲ Seook Couple (Bang Se-ook, Kim Yun-ha), a married creator couple with 1.8 million followers on TikTok; ▲ Gayageum Youngjae (Cho Young-jae), who blends traditional Korean music with global busking content; ▲ Jinjo Crew's Vero (Jeong Ji-gwang), a performance creator from the world's number one B-boy team; and ▲ Kejimini (Park Ji-min), a global influencer with 13.5 million followers on TikTok.

Seook Couple (Bang Se-ook, Kim Yun-ha) is a creator duo loved for the chemistry and pleasant storytelling of a real married couple, created by a wife who was a musical actress and a husband from the finance industry. In this project, they showcased the ‘Talk Talk Talk’ dance challenge with Jadu, creating content that naturally blended music with the emotions of a married couple.

Gayageum Youngjae Cho Young-jae (200,000 subscribers) is a traditional Korean music creator active on domestic and international stages, reinterpreting traditional Korean music with a modern sensibility. In particular, he is promoting K-Gugak (Korean traditional music) with Gayageum busking on streets around the world. He personally arranged ‘Talk Talk Talk’ into a Gayageum version and presented a unique musical interpretation with live performances on site.

Based on the experience of reaching 10 million views and 420,000 likes through a collaboration content with major Philippine YouTuber 'Innah Bee' (4.54 million subscribers) in 2023 arranged by GICON, Jinjo Crew's Vero once again integrated his dynamic B-boy performance into ‘Talk Talk Talk’ to present content where music and performance harmonize.

Kejimini (Park Ji-min) is a global influencer who has garnered high attention among Gen Z both at home and abroad with her keen sense of quickly interpreting global memes and short-form trends. In particular, she is a long-time fan who grew up listening to Jadu's representative song ‘Kimbap’ during her childhood, showing special affection for this collaboration.


Kejimini shared their special connection, saying, "Because of my long-time fandom for Jadu, I even ended up releasing a song called ‘KIMBAB’ myself." She added, "The Kimbap I made is not spelled ‘GIMBAB’, which is commonly used, but ‘KIMBAB’ to symbolize K-content. Like kimbap, where various ingredients harmonize as one, I wanted to capture the value of global multiculturalism where different cultures and people coexist harmoniously." It was also reported that she participated in writing the lyrics for the song.

This project is being praised for demonstrating that music content can escape the simple consumption of audio tracks and be recreated into various forms such as dance, performance, traditional culture, short-form trends, and global memes.

GICON CEO Ju Seong-gyun explained, "Celebrities active in legacy media and influencers who have grown based on social media have different strengths and fan bases. When a celebrity's mainstream popularity is combined with an influencer's high participation rate and spreadability, synergies beyond expectations are created."

He continued, "Such collaborations will serve as an vital connecting structure that goes beyond simple content creation to share each other's fandoms, and enable new content experimentation and global expansion. We plan to continue expanding projects that connect celebrities and influencers from various fields in the future."

Meanwhile, the ‘Talk Talk Talk’ challenge content featuring Jadu and GICON ambassadors will be released sequentially through each participating influencer's SNS channels.


PNP News / Reporter Lee Su-jin gosiweek@gmail.com 

Source: PNP News (https://www.gosiweek.com)