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K-pop Agencies Take Pay Cuts for Campus Gigs
The Straits Times
|May 28, 2025
May marks spring university festival season in South Korea.
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SEOUL - And no matter how packed their schedules are with world tours, music shows and fan meets, K-pop stars make time for the campus stage.
At Hongik University's spring festival, which took place from May 14 to 16, big names like Psy, Aespa, Beenzino and YB took to the stage.
Konkuk University's line-up from May 20 to 22 featured Psy, Aespa, Itzy, Jannabi and YB. Performing at Chung-Ang University's main festival from May 21 to 23 were Aespa, NCT Dream, YB and Dynamic Duo.
Despite the prestige of these appearances, university festival fees are generally lower than those of other commercial gigs. If a group normally earns 100 million won (S$94,000) an event, they may settle for 50 million to 80 million won at a university show.
But money is not the main incentive. Many K-pop agencies are willing to take a pay cut for the exposure to and connection with younger audiences.
It is simple. These events offer direct access to their core audience: people in their 20s.
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