Why some K-pop acts, from Psy to Aespa, take pay cuts for campus festivals
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These events offer direct access to their core audience; people in their 20s.
PHOTO: SCREENGRAB FROM 42PSY42/INSTAGRAM
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SEOUL – May marks spring university festival season in South Korea. 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 earn 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 when it comes to college shows. Many K-pop agencies are willing to take a pay cut for the exposure to and connection with younger audiences.
In NewJeans’ case, the group donated all their earnings from seven university festivals to the Korea Student Aid Foundation in 2024.
Why do K-pop stars flock to the campus circuit come spring?
It is simple. These events offer direct access to their core audience: people in their 20s.
“It’s a rare opportunity for artistes to connect with the general public, even those who aren’t already fans,” an official from a major K-pop agency said on May 25. “University festivals draw a young crowd, making them the ideal stage for artistes to engage with new audiences and build buzz.”
University festivals also serve as live practice ahead of world tours.
“Of all the stages, college campuses feel the most like Lollapalooza or Coachella,” said former Ador chief executive Min Hee-jin in May 2024. “It’s a great opportunity to promote new songs, improve stage skills and give back to fans.”
In 2025, Itzy – set to return with new music in June – have packed their schedule with campus appearances, including at SeoulTech, Konkuk University, Kyung Hee University and Inha University.
Kiss Of Life, another rising girl group, were confirmed for festivals at Yonsei, Sejong and Korea National Sport University.
Going viral, for free
The marketing payoff is enormous.
Performing in front of a crowd of 10,000 turns thousands of smartphone cameras into instant public relations tools. Well before the show ends, fancams, memes, Instagram Reels, TikToks and short clips are already circulating online.
For agencies, it is mass marketing without spending a cent.
“In this age of one-person media, if the performance is strong, word-of-mouth spreads naturally,” the agency official added.
For groups with strong live performance skills, these shows also act as unofficial public auditions. Their vocals, stage presence and crowd work are judged in real time by the most trend-sensitive demographic. If the performance hits the mark, casual viewers are quickly converted into dedicated fans.
The hottest ticket on campus
The most in-demand university act of 2025? Aespa.
The girl group headlined festivals at Hongik, Konkuk, Chung-Ang and Kyung Hee universities, reinforcing their influence across South Korean campuses. Aespa’s popularity continues despite not having released any new music in Korea since their fifth EP, Whiplash, in October.
Meanwhile, rumours of a June release are swirling, fuelled by leaked music video footage that began circulating on social media in early May.
Rock bands hold their ground
Even in the girl group-dominated landscape, rock bands are holding their own.
YB performed at Konkuk, Hongik and Jeonbuk National universities. Jannabi, known for their festival-ready sound, will take the stage at Sejong, Dankook and Konkuk universities.
Other buzzed-about names include Lucy, Silica Gel and The Volunteers (Nasanhyunssi Band).
“The festival crowd is overwhelmingly enthusiastic,” the agency official said. “That energy fuels the performers and makes each show a valuable experience – both emotionally and professionally. ” THE KOREA HERALD/ASIA NEWS NETWORK
