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The MUSE ON program, Korea’s leading platform for discovering emerging musicians, marks its seventh year with a large-scale music festival. The 2025 MUSE ON Festival, hosted by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA), will run from September 2 to 7 at Musinsa Garage in Hapjeong, Seoul.

Tickets sold out within 10 minutes of release, underscoring the strong public interest despite the lineup being centered on rookie musicians. This reflects the growing trust in MUSE ON as a reliable gateway for new talent.

Under the theme “BREATHE MUSIC, LIVE FOREVER,” the festival will feature 10 newly selected rookie acts and 8 alumni musicians, for a total of 18 teams. Designed as an urban-style concert, the event seeks to maximize accessibility for fans.

This year’s rookie lineup includes Kim Pureum, Day Never Change, Milena, Sim Island, Shepherd Boys, Young Wave, Jang Kiki, Can’t Be Blue, Taejong, and Hwina. They will share the stage with past MUSE ON alumni such as Kim Ddeutdol, Kim Seung-ju, Ridore, Yudabin Band, Yoonmachi, Jisokuri Club, Touched, and Choi Yu-ri.

From September 2 to 6, two rookie teams and one alumni act will perform each day, with the final day dedicated to a grand finale featuring only the senior musicians.

Launched in 2019, MUSE ON has discovered 95 singer-songwriters who combine musicality, popularity, and growth potential. Many alumni have since performed at major Korean festivals and held solo concerts, cementing the program as a premier gateway for new artists.

The festival will also offer exhibitions of past performances and achievements, along with merchandise such as T-shirts, pins, and bags. A notable collaboration this year comes from HiST624, a company in KOCCA’s “IP Licensing Build-Up” project, which will introduce merchandise featuring its character Balloon Friends. This initiative highlights the potential for synergy between rookie musicians and IP-based creative industries.

Lee Hyun-joo, head of KOCCA’s Content IP Promotion Bureau, said, “The fact that all tickets sold out despite the rookie-driven lineup shows the trust in the MUSE ON brand and the loyalty of its fanbase. We will continue to strengthen the self-sustainability of Korean indie music through MUSE ON and contribute to the global expansion of K-content.”