As the technology behind deepfakes becomes more affordable and sophisticated, crimes involving digitally manipulated content have surged globally, including in South Korea.
In September, major K-POP companies, including JYP Entertainment, YG Entertainment, and Cube Entertainment, announced a war against deepfakes that exploit images of their artists.
Hybe Joins the Fight
Now, the leading South Korean entertainment company, Hybe, the agency behind BTS, has joined the initiative. The company announced on Wednesday (February 26) that it is collaborating with the Provincial Police Agency of North Gyeongsang Province (NGPPA) to combat crimes associated with deepfakes targeting artists.
Hybe signed a memorandum of understanding with NGPPA in Seoul, detailing specific measures to curb the creation and distribution of deepfakes involving Hybe artists.
The agreement includes expedited investigation processes and the establishment of a dedicated reporting hotline in South Korea.
Deepfakes are highly realistic media generated by AI that can impose a person’s likeness onto existing videos. Prominent companies and lawmakers have launched campaigns to fight against deepfakes. In the USA, YouTube updated its privacy policy last July, allowing individuals to request the removal of AI-generated content that mimics their appearance or voice.
YouTube also partnered with the Creative Artists Agency (CAA) in December to help create a tool for identifying AI-generated content, including deepfakes featuring famous individuals.
In the UK, legislators are pushing for regulations to protect artists from deepfakes.
Meanwhile, Hybe acknowledges that NGPPA has significant investigative experience, having ranked first nationally in cyber-sexual violence investigations in both the first halves of 2023 and 2024. The agency was also recognized last year as the top cybercrime unit in the country by the National Cyber Investigation Center.
“We are glad to cooperate with NGPPA, a recognized leader in the investigation of cybercriminals.”
Jason Yasang Lee, Hybe
“As digital crimes grow more complex with advancing technology, we will enhance our investigative capabilities based on this agreement,” Hybe stated.
In September, Hybe’s peer, YG Entertainment, announced its intention to sue over deepfakes.
“We actively combat this widespread and malicious illegal activity and are committed to removing such illegal videos. We are prepared to pursue all available legal actions and will continue to rigorously address any actions that significantly harm the reputation of our artists,” YG emphasized in a statement to Korea Bulletin.
At that time, reports indicated that (G)I-DLE, NewJEANS, TWICE, Kwon Eun-Bi, and Blackpink were among the K-POP acts victimized by deepfake pornography creators.
Around the same period, Hybe also announced that it was intensifying its efforts against AI deepfake content, establishing a “separate category to expedite our response to illegal pornography, including sexual exploitation content generated by AI.”
A US cybersecurity report for 2023 by Safety Hero highlighted the vulnerability of K-Pop stars to deepfake pornography. Their study conducted in July and August revealed 95,820 deepfake pornographic videos on ten leading websites, along with 85 deepfake channels on platforms such as YouTube, Vimeo, and Dailymotion.
In January, Starship Entertainmentapologized after deepfake images of leading members Zhang Sonyung and Eugzin were posted on the group’s official Weibo account. The agency explained the incident as a mistake made by a staff member due to lapses in internal protocols.
Lucas focuses on the interaction between music and society. He specializes in how music influences and reflects cultures, analyzing the role of sound in social, political, and cultural events around the world.
