Korean popular culture is everywhere and Korean popular music – or K-pop - has taken over global charts. While there has been significant academic research into K-pop and its global spread, less attention has been paid to the “relational labour” expected of idols and indie musicians. Korean music artists must continuously connect with fans and audiences; creating and sharing ‘authentic’ content through social media and dedicated fan platforms. While this extra-musical labour is increasingly the norm for musicians everywhere, the Korean music industry provides us with a particularly extreme example.