Could Ariana Grande joining Weverse start the K-popification of American music?

As labels look for new ways to court high-spending superfans, it’s starting to embrace K-pop’s favorite fan-engagement app.

When Jungkook—a member of Korean pop group BTS—went to an Ariana Grande concert in 2019, he said it was partially to learn from her performance. Five years later, Grande has become the pupil of BTS by joining Weverse, the fan-engagement platform that’s helped the K-pop group grow the ranks of its global fandom, known as ARMY.