VeVe unveils new BLACKPINK digital series with YG Entertainment

VeVe and YG Entertainment have launched a new series of digital collectibles inspired by BLACKPINK's song "Shut Down".

The collaboration marks the second partnership between the digital collectibles platform and the entertainment group, following their initial BLACKPINK collection released last year.

This initiative aims to provide BLACKPINK fans around the world with an additional means of supporting and engaging with group members JISOO, JENNIE, ROSÉ, and LISA. The collectibles are available exclusively on VeVe's platform, allowing fans to purchase, own, and interact with 3D digital renditions of the artists.

According to VeVe, this latest series integrates augmented reality (AR) technology, seeking to deliver an interactive digital experience that mirrors the group's signature style and stage presence. The collection leverages digital formats to create a more immersive form of fan engagement, reflecting recent shifts in how music fans interact with artists beyond traditional streaming, concerts, and merchandise.

Justin Yang, Chief of the VeVe Asia office, highlighted BLACKPINK's reach and the goals of the project, stating, "We're excited to further expand VeVe's presence in the music industry, specifically K-pop alongside YG Entertainment. BLACKPINK's international influence is undeniable, and this collection gives fans everywhere a way to feel closer to the music, the style, and the energy that BLACKPINK brings to everything they do."

The new BLACKPINK series is being released in a blind-box format, where buyers are not told in advance which specific collectible they will receive. The digital items are designed to capture both the overall essence of the group and the individual characteristics of each member.

The selection includes unique digital assets for each artist. JISOO's collectibles feature an animated dance segment, a pose with an umbrella, and a Diamond Special Edition. JENNIE's offerings include animations, her trademark poses, and an exclusive Diamond variant. For ROSÉ, the collectibles focus on dynamic animations that reflect her performing style and visual aesthetics. LISA's series highlights animated dance pieces and expressive poses representing her stage energy.

In addition to collecting, fans who complete the entire BLACKPINK set will be eligible to receive premium mystery airdrops. These airdrops provide additional digital rewards intended to encourage full set completion and further engagement with the collectible offerings.

The return to VeVe by BLACKPINK comes as the company expands its presence in the music industry. VeVe launched its music-focused project, VeVeVibes, in early 2024. The first BLACKPINK digital drop on the platform coincided with YG Entertainment's debut in the digital collectibles space.

VeVe says that entering the music sector forms part of its broader vision for digital fandom, where fans can go beyond passive listening or attending events to own interactive digital moments connected to their favourite artists. "This expansion into music reflects VeVe's broader vision where fans can connect with their favorite artists, not only through streaming and live shows, but by owning exclusive digital moments they can interact with and treasure," the company said.

The company reports having sold over 10 million 3D digital collectibles since its founding in 2017. VeVe's broader activity includes offering digital assets and comics from major global brands across entertainment and popular culture.