Joseph Hwang
◈ Definition and Background
Have you ever heard of “homma” in the world of K-pop? A homma is defined as an avid photographer who takes pictures of K-pop idols, not as a professional. This homma is only discovered in K-pop, even among pop culture and industries. It’s such a unique existence, custom, and culture in the entertainment industry in South Korea.
“Homma” is the new combined term shorted from “Hom” of “homepage” and “Ma” of “master,” and called “fansite master.” This “master” here originally means managing and operating the website. However, under the special and unique circumstances of the Korean entertainment industry, the website master, especially fansites gathered avid fans loving K-pop idols, was required to have some expendable functions and positions of those fan communities in South Korea, such as skills or techniques for editing media content or articles for the fandom in inner circles, including taking the pictures and videos that were taken on the idols’ stage during live broadcasts in studios or their performances in concert halls. Therefore, the webmasters went to the K-pop idols’ places anytime and anywhere with digital cameras in their hands directly for the fansites.
In addition, the fan meeting is one of the most significant sources of income for K-pop idols’ management companies. This is so important for K-pop idols and their management companies because it has such strong sales power for fans among other star products and services, including direct meetings and hangouts between the idols and fans. At this time, the activities of the Hommas radiate their existence, and their necessities have kicked the roof.
To the spots where idols are, Hommas always appear like lightning and work in silence with duty and passion for their fan communities. Thus, the fans feel their pride and show their enthusiasm.
◈ The Gray Zone
Homma is different from the paparazzi in other countries who make stalking or social trouble with celebrities. On the contrary, the paparazzi work for the agency of the media professionally; Homma is a volunteer only by the fandom purely. But Homma’s passion or ability is never less than the professional.
The management company of the K-pop idol group has the sole rights to the artists’ publicity and trademarks. Therefore, the company can legally prohibit the fans and fan communities from taking pictures or videos that the Homma or other fans have taken and using them in any type of usage without any of its permission, but they do not prohibit it. Sometimes, despite the fan communities spontaneously making the goods of the idols for the members of the fanbase, the K-pop stars’ companies do not exercise their legal rights to prohibit the activities of the fanbases.
Rather, instead of performing their legal rights such as publicity rights or trademark rights, there are a lot of cases in which companies admit Hommas’ copyrights of the photography; furthermore, they have often purchased the pictures of Hommas and made and sold the K-pop artists’ goods that the company made using by those pictures. It’s a beautiful collaboration with the stars and their passionate fans under authorized licensing. Unless serious problems such as defamation, leak of personal information, illegal violations for others, etc., the companies tend not to give a fig for the voluntary activities of the fans. Having so many Hommas or fansites is their pride and a reference to popularity.
◈ Importance of the Fandom Business
Digital camera brands in South Korea have promoted their zoom lenses and telescopes as fitable with Homma. Hommas and their fanbases have become the economic host of the entertainment industry, including the supporters of K-pop artists and their popularity at the same time.
The fandom of K-pop artists is so unique that it shows a little difference from other countries. Homma was born out of a distinctive culture and situation in South Korea. The national infrastructure of South Korea is based on digital networks such as social media and the culture in which people think essential. The solidarity of the social community has converged, and the fans have become the characters of prosumers. They are all information distributors and content providers. And also consumers. They can affect management companies by influencing the power of communities to protect the loving K-pop artists. This point is strange and unique compared to other countries.
* References and quotations:
https://koreajoongangdaily.joins.com/2021/02/02/entertainment/kpop/Kpop-Birthday-Tour-cafe/20210202155100719.html?detailWord=
https://trends.kpopmap.com/kpop-101-what-is-homma-or-fansite-master/
https://abcnews.go.com/International/hommas-unique-part-pop-fandom-culture/story?id=64427195
https://www.koreatimes.co.kr/www/nation/2024/06/178_366303.html
https://www.chosun.com/site/data/html_dir/2019/12/17/2019121701987.html
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