MBW’s World Leaders is an everyday sequence through which we flip the highlight towards a number of the most influential trade figures overseeing key worldwide markets. On this characteristic, we converse to Tae-Ho Kim, Chief Working Officer of HYBE and President of BELIFT LAB, the place he leads the groups behind Ok-Pop teams ENHYPEN and ILLIT. World Leaders is supported by SoundExchange.
Ok-Pop stars ENHYPEN aren’t any strangers to huge milestones.
The group, which was fashioned via HYBE’s world audition program I-LAND and debuted by way of HYBE-owned BELIFT Lab in 2020, grew to become the quickest Ok-Pop boy group to surpass three billion streams on Spotify, in response to their label.
Lower than 5 years after their debut (through the pandemic), they’ve grow to be a worldwide phenomenon. HYBE says that, with practically 10 million month-to-month listeners on Spotify and over 25 million followers on TikTok, they’re now the “third-most influential” Ok-Pop artist on social media. They’ve additionally claimed the place of sixth most considered artist on TikTok globally, and third most considered on the platform in Ok-pop.
ENHYPEN’s album gross sales success tells an equally spectacular story. ORANGE BLOOD (2023) and ROMANCE : UNTOLD (2024) hit No.4 and No.2 on the Billboard 200, respectively, with 1.87 million and 2.34 million first-week gross sales.
The group’s fan engagement ranges are additionally outstanding. ENHYPEN hosted 220 livestreams on Weverse – HYBE’s proprietary superfan platform – final yr, amassing 87 million real-time views and 137 million cumulative views, the best amongst all artists on the platform. They had been additionally probably the most lively artist on Weverse by feedback final yr.
This weekend marks the group’s newest main achievement – their debut efficiency at Coachella.
For Taeho Kim, President of BELIFT LAB and Chief Working Officer of South Korea-born leisure large HYBE – ENHYPEN’s Coachella look represents a crowning achievement that validates his artist improvement philosophy.
“Since ENHYPEN debuted in late 2020, they’ve constantly grown, steadily increasing their world album gross sales and the size of their excursions,” he tells us.
“I consider that Coachella will probably be a defining second that exhibits simply how far they’ve come prior to now 4 years, evolving into unbelievable artists. For BELIFT LAB, as a crew that has supported ENHYPEN’s journey all through the years, this second is each a celebration of how far we’ve come and an opportunity to consider the brand new targets and challenges we need to tackle transferring ahead.”
“BELIFT LAB’s focus goes past simply reaching success, as we’re dedicated to sharing these experiences and insights throughout HYBE.”
Kim’s personal journey with HYBE started in 2016 when he was appointed as an outdoor director for what was then Massive Hit Leisure. By 2018, he had joined forces with Chairman Bang Si-Hyuk to ascertain BELIFT LAB, a three way partnership between Massive Hit and CJ ENM that might later grow to be a fully-owned HYBE subsidiary.
“I took on the position of Chief Technique Officer at HYBE to construct a stronger organizational construction whereas concurrently persevering with to steer BELIFT LAB,” Kim explains.
BELIFT LAB has continued to make its mark on the worldwide music trade underneath Kim’s management. Along with ENHYPEN, Kim leads the crew behind ‘rookie’ woman group ILLIT, which made what he describes as “one of the spectacular debuts in Ok-pop historical past,” changing into the primary and up to now solely Ok-pop woman group to enter the Billboard Sizzling 100 with their debut single, Magnetic.
As he explains in our wide-ranging interview beneath, Kim attributes BELIFT LAB’s success to its deal with “connecting [its] artists’ content material to the followers.”
This fan-centric method extends all through HYBE’s ecosystem, Kim notes, and notably via Weverse, the place ENHYPEN boast the second-largest artist neighborhood on the platform after HYBE’s flagship act BTS.
Wanting forward, Kim sees each challenges and alternatives within the globalization of fandom-based companies like Ok-Pop.
“Ok-pop wants tailor-made IP methods that resonate with every area’s tradition, language, and feelings,” he says.
And regardless of BELIFT LAB’s numerous business wins, Kim’s final purpose transcends enterprise metrics: “My main focus is cultivating ‘comfortable artists,’” he says.
“Life within the highlight is advanced; offering unwavering help for his or her aspirations and translating that into musical and business success is essential. In the long run, my job is to facilitate the mutual development of each the artists and the label.”
Right here, Taeho Kim tells us extra about his profession within the music trade, what differentiates BELIFT Lab from different Ok-Pop labels, and what the worldwide music enterprise can study from Ok-Pop’s method to superfans…
Are you able to please inform our readers about your journey to changing into the President of BELIFT LAB and COO of HYBE?
I first crossed paths with Chairman Bang [pictured] whereas I used to be serving as a advertising and marketing govt at JYP Leisure, which was then a subsidiary of Daum (now generally known as Kakao). In 2016, I used to be appointed as an outdoor director of Massive Hit Leisure (now rebranded as HYBE), the place I had many alternatives to sit down down with him to have candid conversations on the way forward for Ok-pop.
By 2018, he was exploring the concept of mixing numerous media channels with the exact music manufacturing mechanisms that led to BTS’ success, and the three way partnership between Massive Hit and CJ ENM was a method to actualize this imaginative and prescient. That’s after I got here on board as the pinnacle of that Joint Enterprise, which finally grew to become BELIFT LAB.
After we established BELIFT LAB, we labored on I-LAND, the audition present that led to ENHYPEN’s debut. In March 2019, following Chairman Bang’s request, I took on the position of Chief Technique Officer at HYBE to construct a stronger organizational construction whereas concurrently persevering with to steer BELIFT LAB. As a aspect be aware, in 2023, HYBE acquired each CJ ENM’s and my shares in BELIFT LAB, making it a fully-owned subsidiary of HYBE.
Might you give us an outline of your broader remit throughout the wider HYBE group?
Because the President of BELIFT LAB, I’m accountable for setting the ideas, market positioning, and development methods for each ENHYPEN and ILLIT. Which means I oversee each side of their journey, from defining their musical course and conceptualizing music movies to creating the ultimate choices on key facets of the enterprise, together with reside performances, enterprise methods, and advertising and marketing initiatives. My focus is on guiding our artists in direction of sustainable, significant success within the world music panorama, making certain that the work we do at BELIFT LAB is aligned with their inventive imaginative and prescient and long-term development.
“My focus is on guiding our artists in direction of sustainable, significant success within the world music panorama, making certain that the work we do at BELIFT LAB is aligned with their inventive imaginative and prescient and long-term development.”
Because the COO of HYBE, I oversee the corporate’s general enterprise operations. A few of these embrace planning and producing high-quality offline and on-line live shows for HYBE artists (360), providing unique fan experiences via model collaborations (IPX), and licensing, limited-edition merchandise, and the in-house manufacturing and distribution of authentic video content material primarily based on followers and artists (HYBE MEDIA STUDIO).
Taking up each roles is just attainable as a result of I work with wonderful groups. I really consider that HYBE has a number of the finest expertise on this planet. Being the pinnacle of a label additionally supplies a singular benefit in shaping and driving HYBE’s imaginative and prescient for innovation within the music trade. Via our artists ENHYPEN and ILLIT, BELIFT LAB has pioneered groundbreaking enterprise methods and buyer experiences that no different firm or label has ever tried.
What management methods have been most vital to your success in launching and creating world Ok-pop acts like ENHYPEN and ILLIT?
All of it comes right down to how we join our artists’ content material to the followers. I see my position as connecting with the enterprise aspect, constructing and managing key relationships behind the scenes whereas leveraging numerous media platforms to keep up communication with followers. It’s about orchestrating all these transferring elements to create the proper atmosphere the place our artists can actually thrive, constantly evolving in an area that nurtures their development and creativity.
Who’re the trade leaders or mentors who’ve most affected your profession?
Chairman Bang has constantly actualized his dream of revolutionizing not simply Ok-pop, however your complete world music trade. It’s an extremely troublesome feat for one of many world’s high music producers to steer one of many largest leisure firms, however he’s doing it higher than anybody else. Having the privilege to work alongside him for nearly a decade has been an unbelievable alternative, and it’s inspiring to continuously witness his imaginative and prescient come to life.
The Ok-pop trade is extremely aggressive. How does BELIFT LAB differentiate itself available in the market?
Whereas we’ve taken a singular method by debuting our artists via audition applications, our dedication to artist happiness and long-term well-being actually units us aside.
We consider that true artist happiness requires extra than simply superficial care; it calls for a profound deal with their development, particularly these discovering fame younger. Remaining grounded and evolving into wholesome, well-rounded, unbiased, and self-aware people is paramount. Finally, it’s all the time concerning the folks with regards to Ok-pop.
How do you see BELIFT LAB positioned inside HYBE at present, and the way is HYBE positioned throughout the world music trade?
Given my twin position because the COO of HYBE, BELIFT LAB naturally takes the lead in exploring new ventures and improvements throughout the firm. True to the phrase “LAB” in our identify, we function like a startup — embracing the chance, and pushing the boundaries to drive innovation. We’re additionally distinctive in being the one label inside HYBE that manages each a boy group and a lady group. Given the distinct musical kinds and artistic approaches of every, efficiently managing each underneath one label is not any small problem.
BELIFT LAB’s focus goes past simply reaching success, as we’re dedicated to sharing these experiences and insights throughout HYBE. As a part of HYBE’s multi-label system, we work carefully with the opposite labels, drawing on one another’s distinctive strengths to create synergies. Wanting forward, my purpose is to make sure sustainable development for each HYBE and BELIFT LAB.
How does BELIFT LAB’s artist improvement mannequin differ from different labels globally?
BELIFT LAB’s artist improvement mannequin stands out from different labels, notably in how a lot we worth the emotional connection between artists and followers. Each ENHYPEN [pictured] and ILLIT had been fashioned via audition applications, which allowed for shut communication with followers from the very starting.
One of many challenges with this mannequin, although, is sustaining development and curiosity after the debut. To beat this, we centered on steady fan engagement, adapting ideas and pictures that replicate what followers need, whereas highlighting every member’s individuality. Moreover, we prioritize storytelling that’s centered across the artists’ feelings and life experiences, creating content material that followers can actually join with.
What was the imaginative and prescient behind ENHYPEN, and the way did you method their preliminary idea and coaching?
Even earlier than their debut, ENHYPEN constructed a deep reference to world followers via the fan-vote-based audition program I-LAND. The purpose was to create a way of possession for followers, making them really feel like “they took an lively half in serving to the group debut,” which labored effectively. Voting happened in over 130 areas and international locations, and by the point of their debut, over 2 million followers had already joined ENHYPEN’s Weverse neighborhood.
“Since then, we’ve strategically broadened their presence by embracing narrative-driven, character-focused storytelling that showcases the distinct personalities and charms of every member.”
Since then, we’ve strategically broadened their presence by embracing narrative-driven, character-focused storytelling that showcases the distinct personalities and charms of every member.
ENHYPEN not solely produced music and content material centered round a “romantic vampire-themed universe” but additionally grew to become the protagonists of Darkish Moon, an authentic webtoon sequence that garnered over 100 million views globally. This sequence even captured the eye of common webtoon followers, making a optimistic cycle of success. Consequently, an animation sequence can also be within the works.
What strategic components contributed to ILLIT’s breakthrough debut?
ILLIT made one of the spectacular debuts in Ok-pop historical past with their debut mini-album SUPER REAL ME reaching unbelievable outcomes, together with a No.10 spot on the Billboard World Albums chart and No.15 on the Heatseekers Albums chart. Their title monitor Magnetic – produced by “hitman” Bang – entered the Billboard Sizzling 100 at No.91, making it the primary debut tune to ever chart on the Sizzling 100 in Ok-pop historical past.
But it surely’s not simply concerning the music. ILLIT’s idea, with their “quirky but candy and relatable” attraction, crammed a spot available in the market. BELIFT LAB’s artistic director, Serian Heu, performed a key position. Her imaginative and prescient for the group’s idea and styling, together with the long-lasting “model movies” which have grow to be a signature of ILLIT, had been essential in setting them aside. BELIFT LAB’s good market technique was important in positioning ILLIT to resonate deeply with the viewers.
How has the worldwide music panorama modified for Ok-pop teams since ENHYPEN’s debut?
ENHYPEN is a bunch that debuted through the center of the pandemic, which meant no offline fan actions, but it surely was additionally a time when digital fan tradition was actually taking off. They debuted via a worldwide audition, and the entire course of was all about followers from around the globe getting concerned. This made ENHYPEN distinctive as a result of it wasn’t nearly getting consideration, it was about constructing a deep emotional reference to their followers proper from the very begin. That connection helped them develop rapidly into a worldwide artist with a powerful fanbase, proper off the bat since their debut.
Curiously, ENHYPEN, regardless of being a Ok-pop group, boasts a a lot bigger worldwide fanbase than their home following in Korea, positioning them as a main instance of a “world artist.”
Their success confirmed simply how vital fan participation and connectedness are for a bunch’s world development.
I really consider ENHYPEN has additionally helped pave the best way for different artists to attach with followers around the globe in a significant manner.
What are the most important challenges within the Ok-pop trade at present?
The Ok-pop trade has achieved unprecedented development over time, and as we glance forward, one of many huge challenges is determining how one can create a sustainable development mannequin throughout the music scene. The fandom-driven enterprise mannequin that when outlined Ok-pop is not distinctive to the style. Different industries like conventional leisure, sports activities, e-sports, and gaming are rapidly catching on.
As Ok-pop continues to develop globally, it’s changing into clear that fandoms have totally different tastes and expectations relying on the place they’re primarily based. Given emotional connection is changing into key, Ok-pop wants tailor-made IP methods that resonate with every area’s tradition, language, and feelings.
“The Ok-pop trade has achieved unprecedented development over time, and as we glance forward, one of many huge challenges is determining how one can create a sustainable development mannequin throughout the music scene.”
In the long term, if Ok-pop goes to remain a worldwide pressure, it might’t simply be seen as a “Korean” cultural product, similar to Taekwondo. At HYBE, we’re working onerous to create a totally built-in fan expertise each on-line and offline, increase into various kinds of IP-based content material companies, and supply distinctive, tailor-made experiences for superfans. Concurrently, we’re additionally specializing in creating content material and IP that’s particularly tailor-made to native markets, permitting us to attach with followers on a deeper, extra significant degree across the globe.
The music trade could be very centered on superfans these days – what methods have been only in constructing ENHYPEN’s world fanbase?
Connecting with their followers has all the time been a high precedence for ENHYPEN and this lively interplay has undoubtedly contributed to their world success. Ever since their debut, they’ve turned Weverse right into a key area for direct communication with their world followers.
Consequently, ENHYPEN had the best engagement on Weverse, leaving the best variety of replies to followers in response to Weverse’s World Fandom Report 2024. By 2024, their Weverse neighborhood had grown to over 10 million world followers, making it the second-largest artist neighborhood on the platform after BTS.
What can the worldwide music enterprise study from the Ok-pop trade with regards to superfans and fan tradition?
Whereas common social media platforms are areas the place each passionate followers and common customers share content material, catering to broader, public-facing engagement, superfan platforms like Weverse are crafted particularly to strengthen the connection between artists and their most devoted followers.
It creates an unique area for real-time engagement, the place artists can work together with followers worldwide in a number of languages, boosting satisfaction for each artists and followers. Although in-person conferences aren’t attainable, followers really feel like they’re a part of the artists’ on a regular basis lives. This sense of intimacy and belonging is one thing that may be a key a part of the Ok-pop expertise, which cultivates a powerful superfan base.
What particular methods have you ever employed to transform Ok-pop’s fanbase right into a scalable, revenue-generating ecosystem?
At HYBE, we’ve constructed a dynamic ecosystem centered round artist IP, permitting followers to have interaction with their favourite artists in ways in which go far past music. We began with core content material like movies and music however expanded into fan-first superfan platforms, resembling Weverse, in addition to commerce via merchandise and album gross sales. Moreover, we provide immersive experiences like live shows and exhibitions, all of that are a part of a rigorously designed fan journey.
This construction not solely enhances loyalty amongst current followers but additionally attracts new followers, resulting in a optimistic cycle that expands the attain of our fandoms. A main instance of that is the THE CITY undertaking. HYBE’s THE CITY redefines live shows, reworking them from standalone occasions into citywide fan expertise platforms.
By combining collaborations with lodges, exhibitions, pop-up shops, fan gatherings, to different IP-driven content material, we’ve maximized fan immersion whereas additionally increasing our fanbase regionally. Moreover, THE CITY has demonstrated the potential to increase the affect of Ok-pop by connecting with native economies and driving new engagement throughout numerous areas.
At HYBE, our purpose is to increase Ok-pop past a single style and construct a fandom-driven trade. Finally, we purpose to create an ecosystem that transforms fan engagement and emotional connection into long-term worth.
How do fan engagement platforms like Weverse contribute to your general enterprise mannequin?
I consider superfan platforms like Weverse supply far more than only a fan neighborhood. From a label’s perspective, Weverse contains options like Weverse Albums, unique merchandise, and numerous content material, all of which function vital touchpoints with followers.
This enables us to develop a secure and sustainable superfan technique that’s particularly tailor-made to our artists’ fandom. Superfans, specifically, are deeply engaged and actively help the artists they love, making fan engagement platforms a key instrument in strengthening the bond between followers and artists.
At BELIFT LAB, we design each undertaking with Weverse in thoughts, and this method has been closely influenced by my position as COO of HYBE, overseeing the broader enterprise technique.
What different rising applied sciences (for instance AI) are you exploring for artist creation and fan engagement?
At BELIFT LAB, we’re open to utilizing expertise that may improve the artistic course of and enhance collaboration between groups. Whereas revolutionary applied sciences and instruments could be helpful in creating artistic concepts, the secret’s to make use of them in a manner that doesn’t compromise the essence of creation. We’re additionally constantly exploring applied sciences that may strengthen our communication with followers by leveraging information, and we’re all the time in search of methods to assist followers have interaction extra actively within the artists’ journey.
What rising tendencies within the world music trade are you most enthusiastic about that we must always learn about?
One development I’m maintaining a tally of proper now’s the globalization of fandom-based companies, particularly pushed by superfans, and the rising want for diversifying IP methods. That is each a key problem and a big alternative for Ok-pop’s continued success.
Fandom-based companies are not area of interest, and Ok-pop enterprise fashions, together with multi-album releases and fan-driven ventures, are actively influencing the normal pop market. HYBE has been on the forefront of designing numerous fandom-based enterprise buildings, and transferring ahead, we’ll proceed to increase our solution-based enterprise leveraging our distinctive capabilities.
“One development I’m maintaining a tally of proper now’s the globalization of fandom-based companies, particularly pushed by superfans, and the rising want for diversifying IP methods.”
What’s thrilling is that this opens up alternatives to faucet into markets that want content material and IP that replicate their native tradition, language, and emotional sensibilities.
This implies we’d like extra refined, region-specific methods and fan experiences. HYBE has been all about discovering new artists and creating IP with a neighborhood focus, as is clear within the case of &TEAM in Japan and KATSEYE within the U.S.. They’re each HYBE artists that debuted exterior of Korea, and their success exhibits that we transcend exporting Ok-pop. We’re creating natural, native IP ecosystems powered by HYBE’s artistic imaginative and prescient and methods. That is an method we plan to maintain constructing on, and I consider it is going to play an important position in shaping HYBE’s development transferring ahead.
What are your long-term ambitions for BELIFT LAB and the artists you’re employed with?
As I discussed earlier, my main focus is cultivating “comfortable artists.” This implies empowering them to deal with their work, experiencing inventive success via their music, and discovering satisfaction in each their skilled and private lives.
Life within the highlight is advanced; offering unwavering help for his or her aspirations and translating that into musical and business success is essential. In the long run, my job is to facilitate the mutual development of each the artists and the label.
What are your brief to long-term predictions for the worldwide Ok-pop enterprise?
Over the previous decade, Ok-pop has skilled speedy world enlargement, changing into greater than only a music style however a cultural phenomenon. Within the brief time period, I consider this momentum will proceed, with the loyalty of Ok-pop followers and the focus of content material consumption remaining one in all Ok-pop’s biggest strengths.
“we’re broadening our attain into new genres, aiming to draw followers who haven’t but linked with Ok-pop.”
The restoration of the worldwide touring market, the expansion of streaming, and the continual debut of latest artists will drive the trade within the brief time period, however finally, these development engines will attain their limits. Followers are in search of new, immersive experiences, and the variety of fandoms throughout areas is rising.
To reply to these structural adjustments, HYBE is advancing its multi-label system via “HYBE 2.0,” enhancing the standard of fan experiences, and accelerating world enterprise enlargement. Based mostly on a multi-home, multi-genre technique to ascertain ourselves as leaders in every market, we’re integrating Ok-pop experience into every native market atmosphere. On the similar time, we’re broadening our attain into new genres, aiming to draw followers who haven’t but linked with Ok-pop. This method will assist us carry much more followers into the HYBE universe and proceed to evolve our enterprise technique for long-term success.
If there was one factor you could possibly change concerning the music enterprise what would it not be and why?
If I might change one factor within the music trade, it will be the relentless strain of speedy, deadline-driven manufacturing. In at present’s fast-paced world, each music and content material are consumed so rapidly, and in consequence, we frequently really feel rushed.
However I consider that the music and content material that really endure are those which have the facility to seize folks’s consideration and feelings.
Even when it means a slower tempo, fostering an atmosphere the place we are able to make content material that resonates with followers for the long run can in the end maintain higher worth.
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