Musical industry braces for digital era

By Chung Ah-young

Staff reporter

The musical industry is knocking on the door of digital spheres while faltering with the waning boom of their business that is easily influenced by the struggling economic situation.

In a move to revitalize the industry, major musical companies are launching application programs for smartphone users to provide their musical content and attract potential fans to the genre.

Renowned for the Korean productions of "The Phantom of the Opera," "Cats," "I Love You" and "42 Street," Seol & Company is expanding its horizon from the theater industry to digital entertainment.

The company's move reflects the current trend of the blurred boundaries between the genres along with the development of digital devices such as smartphones and multi-function platforms, which is spurring a change in the performing arts scene.

The company said that it will adopt an "art & technology" strategy that blends diverse performing arts content and digital technology to provide new services such as online games and other content suitable for the multi-platform environment. This environment resorts to a wide range of media platforms, such as television broadcasts, online videos (such as YouTube), cellphones and downloaded podcasts which can be watched either on a computer or a portable media player.

The company will utilize the characters of the musicals "Cats" and "The Phantom of the Opera" in online games this year. In August, an online simulation concert inspired by the recent game "Second Life" will be shown. The online version will display a musical gala concert using interactive simulation.

"The stage arts are now in a desperate need to expand its field to the digital and online spheres. As the landmark film `Avatar' brought a big change in cultural contents, the performing arts should seek a change through digital formats," Seol Do-yoon, head of the company, said.

The firm also launched an application service for "The Phantom of the Opera" for interested smartphone users last month. The application contents include information about the show, musical videos, games and news available for the Ominia2 and Android phones.

The service includes singing lessons in which actors teach users how to sing musical numbers through the video clips. It is available on T-Store, an application open market run by SK Telecom.

Also, fans of "The Phantom of the Opera" can communicate with each other about the musical through Me2day (https://me2day.net/phantomkorea), a local social network. The service is a Korean-style "Twitter" in which users can post quick status comments and photos via personal computers or mobile devices. The scripts and scenes of the musical are updated every day to help musical buffs share information.

In a similar move, the OD Musical Company provides a "teaser" application for "Jekyll and Hyde" for iPhone users. The program offers the scenes from the musical performances since 2004 before the opening of the musical in December at the Charlotte Theater. The company said that it will update the video clips of the musical scenes and enable users to communicate with each other about the show. The program will provide information on casting, venues and ticket reservations later this year.

"As the number of smartphone users is expected to reach one million, marketing strategy in the musical industry is rapidly changing. We are seeking interactive networking marketing rather than one-way promotion," Shin Dong-eun, chief of the planning and production team of the company said. "We are already providing Twitter and YouTube programs for the local users not only the iPhone application. We'll narrow the distance between the audience before the opening of the musical."

Also, other musicals such as "Miss Saigon" are preparing to launch their own applications for smartphone users.