Naver Z Corp. is pushing to commercialize K-pop dance moves in the digital realm through a partnership with MVNT Inc., a startup that aims to protect choreographers’ intellectual property rights.
The agreement will create a virtual marketplace for dance moves on Zepeto, Naver’s metaverse platform, where choreographers can sell their routines for use by digital avatars. The initiative comes as dance creators struggle to secure compensation for their work, despite K-pop choreography’s crucial role in the genre’s global success.
MVNT, founded by BTS choreographer Choi Youngjun and dancer Joon Jung, employs 3D motion capture and deep learning technology to secure dance move copyrights. The startup’s technology could help resolve ongoing disputes over dance IP rights, highlighted by choreographer Kyle Hanagami’s recent US lawsuit against Epic Games over Fortnite emotes.
Major K-pop agencies including SM Entertainment and YG Entertainment have signaled support for protecting choreographers’ rights, pending government regulation. Currently, dance creators typically receive only one-time fees, while composers and lyricists earn ongoing royalties from music video plays.
