About three years after its last season, hip-hop survival show Show Me the Money 12 has returned with a new season and, past the midpoint, is recording results that surpass the previous season. The power of the IP was reaffirmed through the Tving original spin-off Show Me the Money 12: Yaksha: Ruthless Operations.
As of the release date of episode 6, which is half of the total 12 episodes, Show Me the Money 12 has already exceeded the total viewing UV of Show Me the Money 11, and recorded a figure 25% higher in terms of contribution to Tving paid subscriptions.
When combined with Yaksha: Ruthless Operations, which was released simultaneously as a kind of losers' revival round for Show Me the Money 12, the buzz is doubled. Comparing results for the same episode (episode 6), the paid subscription contribution of the two pieces of content is more than three times higher than that of Show Me the Money 11, and fandom reaction was heated by the interconnected universe presented across the contents.
In particular, the proportion of Show Me the Money 12 viewers who watched Yaksha: Ruthless Operations steadily increased, rising up to 195% on the day the final episode of Yaksha: Ruthless Operations was released compared with episode 1. The structure in which rappers eliminated from the main show continue their challenges in the spin-off and then return to the main show formed a virtuous cycle of user inflow.
Tving's new attempt using shorts, Yaksha: Ruthless Operations Part 2, is raising fan participation a step further. Users can watch shorts filmed directly by the participating rappers each week and support them with likes, and the final winner will take the special stage during the live broadcast of the Show Me the Money 12 finale. It is a participatory structure in which fans directly make the outcome.
In fact, in the third round that began on the 7th, many of the top-ranked positions were occupied by rappers appearing in Yaksha: Ruthless Operations, clearly demonstrating the firepower of the Yaksha fandom on the platform. Total shorts viewing time by Tving users for one week immediately after the start of the first round of the shorts battle also surged about 2.5 times compared with the previous week.
A Tving official said the fandom gathered around the power IP is directly participating to complete content, creating new results never seen before even for participatory content, and said the company will continue to present a distinctive K-content model through various content innovations.
Meanwhile, after Show Me the Money 12 released all the tracks following last week's song mission release and they succeeded in entering the charts, Zico and Crush's TICK TOCK is cruising in the Melon chart top 100 and maintaining the momentum. Show Me the Money 12 airs every Thursday at 9:20 p.m. on Mnet and Tving, and the Tving original Yaksha: Ruthless Operations PART 2 releases a new round every Saturday at 12 p.m.
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