MOM&I GLOBAL REPORTER / NEW YORK
Everything Korean, One Song at a Time
Some call it ‘Hallyu’, others call it the Korean Wave; whatever you choose to call it, there’s a visible increase in popularity of everything Korean in the US. From trendy make-up tips to popular dance moves, Korea’s distinct taste is not contained in Asia anymore, especially when it comes to music. Fuse Network included Girl’s Generation and PSY in its list of ‘44 Most Anticipated Albums of 2013’, major publishers are all-so curious of what the next move is on the K-wave and big shot critics are analyzing how a pop culture from thousands of miles away can blow up in such a short period of time. In the midst of all this hype and K-pop spreading like wildfire stands the entertainment empire YG. YG Entertainment has Jinusean and 1TYM at its backbone, Epik High, Se7en, Gummy, and Lee Hi at its peak in the Korean domestic market, with Big Bang, 2NE1 and of course PSY as front runners ready to raid the US market. Of the three major entertainment giants, YG, SM, and JYP, YG is the last to set up its office on US grounds but that doesn’t mean they’re behind the race. YG’s emphasis on artistic freedom and creativity can be seen in their music, which is mostly produced in-house, along with their music videos and their fashion which seems to have great appeal to their loyal fan base establishing in the US. Big Bang’s ‘2012 Alive Galaxy Tour’ included 4 shows in the US with tickets completely selling out within mere hours on the opening day of ticket sales. 2NE1’s first ever world tour ‘New Evolution’ included two concerts in the US and was a huge success. Controlling the operation is YG USA, showing great movement since the US office opening less than a year ago. Because there have been trailblazers who have faced with even more challenges than what YG face now, their moves are ballsy yet meticulous at the same time. So, what lies ahead of them? Peter Chun, the Business Director at YG USA, gladly agreed to share his personal experience behind the scenes and his insight on the current entertainment industry.
What is your role at YG as the US Business Director? My role is to act as a liaison with our headquarters in Korea and different business opportunities in the US. I also work with different media outlets and have a hand
in working with YG’s Creative Team on different collaborative opportunities. We have a lot of project-based agendas so every day is different. Last year, we dealt a lot with the 2NE1 and BIGBANG
66 LIVING & CULTURE June 2013
tours. This year, there are creative things going on. Stay tuned.
What’s the most exciting part about your job? The most exciting part of my job is to see the result of any project I have been a part of. To know that fans are touched by our artists and being involved in a song that the people enjoy is very rewarding. As a music fan that has been moved by a song or performance growing up, being part of giving that experience to someone else is an amazing feeling.
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