South Korean media company YLAB has embarked on an ambitious strategy to expand the popularity of its hit webtoon, 'Study Group,' by adapting it across various platforms, including drama, music, and merchandise. This 'one-source multi-use' (OSMU) strategy was officially announced on March 23, when the online series 'Study Group' premiered on TVING, garnering significant anticipation prior to its release.
At the heart of this expansion lies the webtoon 'Study Group,' which tells the story of high school struggles, where the protagonist, Yoon Ga-min (played by actor Hwang Min-hyun), is determined to excel academically but finds himself consistently at the bottom of his class. The narrative deepens as he establishes a study group with fellow outcasts to combat the social issues they encounter.
On February 13, YLAB released the soundtrack album titled 'Beyond the Galaxy,' collaborating with popular vocalist and creator Raon. This marked the beginning of their multi-faceted strategy to breathe new life and revenue streams from their intellectual property. Following this, on March 5, the company launched a crowdfunding campaign on Tumblbug for volumes 4 to 8 of the first season of the webtoon, which remarkably surpassed its funding goal by over 400%. This strong financial backing showcases the webtoon’s dedicated fanbase and the significant interest it has generated.
The anticipation for the drama adaptation is evident, as advance content released earlier accumulated over 1 million views, signaling high expectations from fans. Directed by Lee Jang-hoon, known for popular films like 'Be With You' and 'Miracle,’ the 10-episode series cast ace young actors including Hwang Min-hyun, Han Ji-eun, Cha Woo-min, and Lee Jong-hyun. The show has been positioned to cater to viewers seeking engaging content during the upcoming holiday season, especially as audiences look for entertainment options during their downtime.
With the drama adaptation, YLAB aims not just to engage its current fans but to attract new ones as well, showing the versatility of the 'Study Group' IP. The series focuses on friendships, personal growth, and the funny yet poignant trials of school-life, packaged with engaging fight sequences, giving it the feel of popular 'munchkin' narratives often seen in anime.
The young cast has received praise for their roles, particularly Hwang's portrayal of the dynamic protagonist. The character's struggles with academics juxtaposed with his unyielding prowess at street fighting provide both humor and catharsis. Viewers are treated to visually stunning action sequences enhanced by special effects, which are reminiscent of animation, yet carry the weight of real emotion.
YLAB did not stop at just the drama and music; they are also pushing for physical engagement through merchandise. This year, YLAB plans to open collaboration cafes inspired by 'Study Group' at locations like the AK Plaza Hongdae, and continue to provide themed merchandise such as clothing, planners, name tags, and acrylic stands through their online shop.
A YLAB representative spoke on the overarching goal, stating, "Through this OSMU extension, we expect to create synergies with the original webtoon and position 'Study Group' as a super IP, allowing for broader and diverse usages. We plan to heighten the potential of webtoon IP through various innovative approaches.” This strategic vision underlines their commitment to nurturing their creations and potentially transforming them to iconic status within the industry.
With each adaptation and creative endeavor, YLAB not only showcases the story of 'Study Group' but also paves the way for new narratives, adaptations, and products based on beloved webtoon characters. The multifaceted approach allows them to tap various markets and audiences, ensuring the longevity of their intellectual properties.
'Study Group' is set to air two episodes every Thursday starting from March 23, promising to keep audiences entertained throughout the holiday season and beyond. This innovative approach of intertwining various media aspects signifies YLAB's marketing strategy's evolution and the bright future of webtoons within the South Korean entertainment industry.