On January 10th at the 40th Golden Melody Awards ceremony, Blackpink member Jennie received the Artist of the Year award. This was the first time the award was established, and Jennie became the first recipient of this new award.

Interestingly, this year's music festival was sponsored by Upbit Exchange. This is another typical example—more and more crypto platforms are starting to cross over into entertainment, sports, culture, and other fields for brand collaborations. From sponsoring music award ceremonies and breaking into mainstream circles like this, Web3 companies are integrating into the mainstream cultural ecosystem in more diverse ways.