MBW’s World Leaders is a daily sequence wherein we flip the highlight towards a few of the most influential business figures overseeing key worldwide markets. On this function, we communicate to Tae-Ho Kim, Chief Working Officer of HYBE and President of BELIFT LAB, the place he leads the groups behind Okay-Pop teams ENHYPEN and ILLIT. World Leaders is supported by SoundExchange.
Okay-Pop stars ENHYPEN aren’t any strangers to massive milestones.
The group, which was shaped by HYBE’s international audition program I-LAND and debuted through HYBE-owned BELIFT Lab in 2020, grew to become the quickest Okay-Pop boy group to surpass three billion streams on Spotify, in keeping with their label.
Lower than 5 years after their debut (through the pandemic), they’ve develop into a world 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” Okay-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 Okay-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 exceptional. 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 have 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 Tae-Ho 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 international album gross sales and the dimensions of their excursions,” he tells us.
“I consider that Coachella shall be a defining second that reveals simply how far they’ve come previously 4 years, evolving into unimaginable artists. For BELIFT LAB, as a staff 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 objectives and challenges we need to tackle transferring ahead.”
“BELIFT LAB’s focus goes past simply attaining 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 out of doors director for what was then Huge Hit Leisure. By 2018, he had joined forces with Chairman Bang Si-Hyuk to ascertain BELIFT LAB, a three way partnership between Huge Hit and CJ ENM that may later develop into 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 guide BELIFT LAB,” Kim explains.
BELIFT LAB has continued to make its mark on the worldwide music business below Kim’s management. Along with ENHYPEN, Kim leads the staff behind ‘rookie’ woman group ILLIT, which made what he describes as “probably the most spectacular debuts in Okay-pop historical past,” turning into the primary and thus far solely Okay-pop woman group to enter the Billboard Scorching 100 with their debut single, Magnetic.
As he explains in our wide-ranging interview under, Kim attributes BELIFT LAB’s success to its give attention to “connecting [its] artists’ content material to the followers.”
This fan-centric strategy extends all through HYBE’s ecosystem, Kim notes, and significantly by Weverse, the place ENHYPEN boast the second-largest artist group 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 Okay-Pop.
“Okay-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 ‘glad artists,’” he says.
“Life within the highlight is complicated; offering unwavering assist for his or her aspirations and translating that into musical and business success is essential. Ultimately, my job is to facilitate the mutual progress of each the artists and the label.”
Right here, Tae-Ho Kim tells us extra about his profession within the music business, what differentiates BELIFT Lab from different Okay-Pop labels, and what the worldwide music enterprise can be taught from Okay-Pop’s strategy to superfans…
Are you able to please inform our readers about your journey to turning 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 referred to as Kakao). In 2016, I used to be appointed as an out of doors director of Huge Hit Leisure (now rebranded as HYBE), the place I had many alternatives to take a seat down with him to have candid conversations on the way forward for Okay-pop.
By 2018, he was exploring the thought of mixing numerous media channels with the exact music manufacturing mechanisms that led to BTS’ success, and the three way partnership between Huge Hit and CJ ENM was a method to actualize this imaginative and prescient. That’s after I got here on board as the top 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 guide BELIFT LAB. As a aspect word, 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 progress methods for each ENHYPEN and ILLIT. Because of this I oversee each facet of their journey, from defining their musical course and conceptualizing music movies to creating the ultimate selections on key elements of the enterprise, together with reside performances, enterprise methods, and advertising and marketing initiatives. My focus is on guiding our artists in the direction of sustainable, significant success within the international music panorama, guaranteeing that the work we do at BELIFT LAB is aligned with their inventive imaginative and prescient and long-term progress.
“My focus is on guiding our artists in the direction of sustainable, significant success within the international music panorama, guaranteeing that the work we do at BELIFT LAB is aligned with their inventive imaginative and prescient and long-term progress.”
Because the COO of HYBE, I oversee the corporate’s total 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 by 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 doable as a result of I work with wonderful groups. I actually consider that HYBE has a few of the finest expertise on the planet. Being the top of a label additionally offers a singular benefit in shaping and driving HYBE’s imaginative and prescient for innovation within the music business. By means of 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 international Okay-pop acts like ENHYPEN and ILLIT?
All of it comes all the way 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 take care of communication with followers. It’s about orchestrating all these transferring components to create the proper setting the place our artists can really thrive, repeatedly evolving in an area that nurtures their progress and creativity.
Who’re the business leaders or mentors who’ve most affected your profession?
Chairman Bang has repeatedly actualized his dream of revolutionizing not simply Okay-pop, however all the international music business. It’s an extremely tough feat for one of many world’s high music producers to guide 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 unimaginable alternative, and it’s inspiring to continually witness his imaginative and prescient come to life.
The Okay-pop business is extremely aggressive. How does BELIFT LAB differentiate itself available in the market?
Whereas we’ve taken a singular strategy by debuting our artists by audition applications, our dedication to artist happiness and long-term well-being really units us aside.
We consider that true artist happiness requires extra than simply superficial care; it calls for a profound give attention to their progress, particularly these discovering fame younger. Remaining grounded and evolving into wholesome, well-rounded, unbiased, and self-aware people is paramount. Finally, it’s at all times concerning the individuals on the subject of Okay-pop.
How do you see BELIFT LAB positioned inside HYBE immediately, and the way is HYBE positioned throughout the international music business?
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 title, 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 woman group. Given the distinct musical kinds and artistic approaches of every, efficiently managing each below one label isn’t any small problem.
BELIFT LAB’s focus goes past simply attaining success, as we’re dedicated to sharing these experiences and insights throughout HYBE. As a part of HYBE’s multi-label system, we work intently with the opposite labels, drawing on one another’s distinctive strengths to create synergies. Wanting forward, my purpose is to make sure sustainable progress 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, significantly in how a lot we worth the emotional connection between artists and followers. Each ENHYPEN [pictured] and ILLIT have been shaped by audition applications, which allowed for shut communication with followers from the very starting.
One of many challenges with this mannequin, although, is sustaining progress and curiosity after the debut. To beat this, we centered on steady fan engagement, adapting ideas and pictures that mirror 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 really join with.
What was the imaginative and prescient behind ENHYPEN, and the way did you strategy their preliminary idea and coaching?
Even earlier than their debut, ENHYPEN constructed a deep reference to international followers by 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 properly. Voting occurred in over 130 areas and nations, and by the point of their debut, over 2 million followers had already joined ENHYPEN’s Weverse group.
“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 in addition 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. Because of this, an animation sequence can be within the works.
What strategic components contributed to ILLIT’s breakthrough debut?
ILLIT made probably the most spectacular debuts in Okay-pop historical past with their debut mini-album SUPER REAL ME attaining unimaginable outcomes, together with a No.10 spot on the Billboard World Albums chart and No.15 on the Heatseekers Albums chart. Their title observe Magnetic – produced by “hitman” Bang – entered the Billboard Scorching 100 at No.91, making it the primary debut track to ever chart on the Scorching 100 in Okay-pop historical past.
But it surely’s not simply concerning the music. ILLIT’s idea, with their “quirky but candy and relatable” appeal, stuffed a niche 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 enduring “model movies” which have develop into a signature of ILLIT, have 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 Okay-pop teams since ENHYPEN’s debut?
ENHYPEN is a bunch that debuted through the center of the pandemic, which meant no offline fan actions, nevertheless it was additionally a time when digital fan tradition was actually taking off. They debuted by a world audition, and the entire course of was all about followers from world wide 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 shortly into a world artist with a powerful fanbase, proper off the bat since their debut.
Apparently, ENHYPEN, regardless of being a Okay-pop group, boasts a a lot bigger worldwide fanbase than their home following in Korea, positioning them as a chief instance of a “international artist.”
Their success confirmed simply how necessary fan participation and connectedness are for a bunch’s international progress.
I actually consider ENHYPEN has additionally helped pave the way in which for different artists to attach with followers world wide in a significant manner.
What are the most important challenges within the Okay-pop business immediately?
The Okay-pop business has achieved unprecedented progress through the years, and as we glance forward, one of many massive challenges is determining how you can create a sustainable progress mannequin throughout the music scene. The fandom-driven enterprise mannequin that when outlined Okay-pop is not distinctive to the style. Different industries like conventional leisure, sports activities, e-sports, and gaming are shortly catching on.
As Okay-pop continues to develop globally, it’s turning into clear that fandoms have completely different tastes and expectations relying on the place they’re primarily based. Given emotional connection is turning into key, Okay-pop wants tailor-made IP methods that resonate with every area’s tradition, language, and feelings.
“The Okay-pop business has achieved unprecedented progress through the years, and as we glance forward, one of many massive challenges is determining how you can create a sustainable progress mannequin throughout the music scene.”
In the long term, if Okay-pop goes to remain a world pressure, it will probably’t simply be seen as a “Korean” cultural product, identical to Taekwondo. At HYBE, we’re working onerous to create a totally built-in fan expertise each on-line and offline, develop into various kinds of IP-based content material companies, and provide 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 business could be very centered on superfans recently – what methods have been only in constructing ENHYPEN’s international fanbase?
Connecting with their followers has at all times been a high precedence for ENHYPEN and this lively interplay has undoubtedly contributed to their international success. Ever since their debut, they’ve turned Weverse right into a key house for direct communication with their international followers.
Because of this, ENHYPEN had the best engagement on Weverse, leaving the best variety of replies to followers in keeping with Weverse’s World Fandom Report 2024. By 2024, their Weverse group had grown to over 10 million international followers, making it the second-largest artist group on the platform after BTS.
What can the worldwide music enterprise be taught from the Okay-pop business on the subject of 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 house 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 doable, 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 Okay-pop expertise, which cultivates a powerful superfan base.
What particular methods have you ever employed to transform Okay-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 interact 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, akin to Weverse, in addition to commerce by merchandise and album gross sales. Moreover, we provide immersive experiences like live shows and exhibitions, all of that are a part of a fastidiously designed fan journey.
This construction not solely enhances loyalty amongst current followers but in addition attracts new followers, resulting in a optimistic cycle that expands the attain of our fandoms. A primary instance of that is the THE CITY challenge. HYBE’s THE CITY redefines live shows, remodeling 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 develop the affect of Okay-pop by connecting with native economies and driving new engagement throughout numerous areas.
At HYBE, our purpose is to develop Okay-pop past a single style and construct a fandom-driven business. Finally, we intention 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 total enterprise mannequin?
I consider superfan platforms like Weverse provide far more than only a fan group. From a label’s perspective, Weverse contains options like Weverse Albums, unique merchandise, and numerous content material, all of which function necessary touchpoints with followers.
This permits 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 assist the artists they love, making fan engagement platforms a key device in strengthening the bond between followers and artists.
At BELIFT LAB, we design each challenge with Weverse in thoughts, and this strategy 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 know-how 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 repeatedly exploring applied sciences that may strengthen our communication with followers by leveraging information, and we’re at all times on the lookout for methods to assist followers have interaction extra actively within the artists’ journey.
What rising traits within the international music business are you most enthusiastic about that we should always find out about?
One development I’m keeping track of proper now could be 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 Okay-pop’s continued success.
Fandom-based companies are not area of interest, and Okay-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 constructions, and transferring ahead, we are going to proceed to develop our solution-based enterprise leveraging our distinctive capabilities.
“One development I’m keeping track of proper now could be 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 mirror their native tradition, language, and emotional sensibilities.
This implies we want extra refined, region-specific methods and fan experiences. HYBE has been all about discovering new artists and creating IP with an area focus, as is clear within the case of &TEAM in Japan and KATSEYE within the U.S.. They’re each HYBE artists that debuted outdoors of Korea, and their success reveals that we transcend exporting Okay-pop. We’re creating natural, native IP ecosystems powered by HYBE’s artistic imaginative and prescient and techniques. That is an strategy we plan to maintain constructing on, and I consider it would play a vital position in shaping HYBE’s progress 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 “glad artists.” This implies empowering them to give attention to their work, experiencing inventive success by their music, and discovering satisfaction in each their skilled and private lives.
Life within the highlight is complicated; offering unwavering assist for his or her aspirations and translating that into musical and business success is essential. Ultimately, my job is to facilitate the mutual progress of each the artists and the label.
What are your brief to long-term predictions for the worldwide Okay-pop enterprise?
Over the previous decade, Okay-pop has skilled fast international enlargement, turning 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 Okay-pop followers and the focus of content material consumption remaining one in every of Okay-pop’s best strengths.
“we’re broadening our attain into new genres, aiming to draw followers who haven’t but linked with Okay-pop.”
The restoration of the worldwide touring market, the expansion of streaming, and the continual debut of recent artists will drive the business within the brief time period, however finally, these progress engines will attain their limits. Followers are on the lookout for new, immersive experiences, and the variety of fandoms throughout areas is rising.
To answer these structural adjustments, HYBE is advancing its multi-label system by “HYBE 2.0,” enhancing the standard of fan experiences, and accelerating international enterprise enlargement. Based mostly on a multi-home, multi-genre technique to ascertain ourselves as leaders in every market, we’re integrating Okay-pop experience into every native market setting. On the identical time, we’re broadening our attain into new genres, aiming to draw followers who haven’t but linked with Okay-pop. This strategy will assist us convey much more followers into the HYBE universe and proceed to evolve our enterprise technique for long-term success.
If there was one factor you might change concerning the music enterprise what wouldn’t it be and why?
If I may change one factor within the music business, it might be the relentless stress of fast, deadline-driven manufacturing. In immediately’s fast-paced world, each music and content material are consumed so shortly, and because of this, we frequently really feel rushed.
However I consider that the music and content material that actually endure are those which have the facility to seize individuals’s consideration and feelings.
Even when it means a slower tempo, fostering an setting the place we are able to make content material that resonates with followers for the long run can finally maintain larger worth.
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