Tae-Ho Kim, HYBE COO and BELIFT LAB President, talks ENHYPEN, ILLIT, Coachella, and superfans

MBW’s World Leaders is an everyday collection through which we flip the highlight towards a few of the most influential trade figures overseeing key worldwide markets. On this function, 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 massive milestones.

The group, which was fashioned via HYBE’s international audition program I-LAND and debuted by way of HYBE-owned BELIFT Lab in 2020, turned the quickest Ok-Pop boy group to surpass three billion streams on Spotify, in line with their label.

Lower than 5 years after their debut (through the pandemic), they’ve change into a worldwide phenomenon. HYBE says that, with almost 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 seen artist on TikTok globally, and third most seen 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 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 energetic 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 big HYBE – ENHYPEN’s Coachella look represents a crowning achievement that validates his artist growth philosophy.

“Since ENHYPEN debuted in late 2020, they’ve persistently 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 prior to now 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 wish to tackle shifting 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 out of doors director for what was then Large Hit Leisure. By 2018, he had joined forces with Chairman Bang Si-Hyuk to determine BELIFT LAB, a three way partnership between Large Hit and CJ ENM that might later change into a fully-owned HYBE subsidiary.

“I took on the function 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 trade underneath Kim’s management. Along with ENHYPEN, Kim leads the staff behind ‘rookie’ woman group ILLIT, which made what he describes as “one of the crucial spectacular debuts in Ok-pop historical past,” changing into the primary and to date solely Ok-pop woman group to enter the Billboard Scorching 100 with their debut single, Magnetic.

As he explains in our wide-ranging interview beneath, 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 via Weverse, the place ENHYPEN boast the second-largest artist neighborhood on the platform after HYBE’s flagship act BTS.

Trying 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 varied industrial wins, Kim’s final aim 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 industrial 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 trade, what differentiates BELIFT Lab from different Ok-Pop labels, and what the worldwide music enterprise can study from Ok-Pop’s strategy 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 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 out of doors director of Large 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 thought of mixing varied media channels with the exact music manufacturing mechanisms that led to BTS’ success, and the three way partnership between Large Hit and CJ ENM was a way to actualize this imaginative and prescient. That’s after I got here on board as the top of that Joint Enterprise, which ultimately turned 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 function of Chief Technique Officer at HYBE to construct a stronger organizational construction whereas concurrently persevering with to guide BELIFT LAB. As a facet notice, in 2023, HYBE acquired each CJ ENM’s and my shares in BELIFT LAB, making it a fully-owned subsidiary of HYBE.

May 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. Which means that I oversee each facet 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 initiatives. My focus is on guiding our artists in direction of sustainable, significant success within the international music panorama, guaranteeing that the work we do at BELIFT LAB is aligned with their creative imaginative and prescient and long-term progress.

“My focus is on guiding our artists in direction of sustainable, significant success within the international music panorama, guaranteeing that the work we do at BELIFT LAB is aligned with their creative imaginative and prescient and long-term progress.”

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 unique video content material primarily based on followers and artists (HYBE MEDIA STUDIO).

Taking up each roles is simply potential as a result of I work with wonderful groups. I really consider that HYBE has a few of the finest expertise on this planet. Being the top of a label additionally gives a novel benefit in shaping and driving HYBE’s imaginative and prescient for innovation within the music trade. 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 growing international 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 function as connecting with the enterprise facet, constructing and managing key relationships behind the scenes whereas leveraging varied media platforms to keep up communication with followers. It’s about orchestrating all these shifting components to create the proper surroundings the place our artists can actually thrive, constantly evolving in an area that nurtures their progress 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 entire international music trade. 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 consistently 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 novel strategy 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 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.  In the end, it’s all the time concerning the folks relating to Ok-pop.

How do you see BELIFT LAB positioned inside HYBE right now, and the way is HYBE positioned throughout the international music trade?

Given my twin function 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 danger,  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 types 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 intently with the opposite labels, drawing on one another’s distinctive strengths to create synergies. Trying forward, my aim is to make sure sustainable progress for each HYBE and BELIFT LAB.

How does BELIFT LAB’s artist growth mannequin differ from different labels globally?

BELIFT LAB’s artist growth 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 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 progress and curiosity after the debut. To beat this, we targeted 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 strategy their preliminary idea and coaching?

Even earlier than their debut, ENHYPEN constructed a deep reference to international followers via the fan-vote-based audition program I-LAND. The aim was to create a way of possession for followers, making them really feel like “they took an energetic 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 in addition turned the protagonists of Darkish Moon, an unique webtoon collection that garnered over 100 million views globally. This collection even captured the eye of basic webtoon followers, making a optimistic cycle of success. Because of this, an animation collection can also be within the works.

What strategic components contributed to ILLIT’s breakthrough debut?

ILLIT made one of the crucial spectacular debuts in Ok-pop historical past with their debut mini-album SUPER REAL ME reaching unimaginable 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 Scorching 100 at No.91, making it the primary debut track to ever chart on the Scorching 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, stuffed a niche available in the market. BELIFT LAB’s inventive director, Serian Heu, performed a key function. Her imaginative and prescient for the group’s idea and styling, together with the long-lasting “model movies” which have change 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 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, however it 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 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 worldwide artist with a robust fanbase, proper off the bat since their debut.

Apparently, 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 “international artist.”

Their success confirmed simply how vital fan participation and connectedness are for a bunch’s international progress.

I really consider ENHYPEN has additionally helped pave the best way for different artists to attach with followers world wide in a significant manner.

What are the largest challenges within the Ok-pop trade right now?

The Ok-pop trade has achieved unprecedented progress through the years, and as we glance forward, one of many massive challenges is determining easy methods to create a sustainable progress 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 shortly catching on.

As Ok-pop continues to develop globally, it’s changing into clear that fandoms have completely 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 progress through the years, and as we glance forward, one of many massive challenges is determining easy methods to create a sustainable progress mannequin throughout the music scene.”

In the long term, if Ok-pop goes to remain a worldwide drive, it could’t simply be seen as a “Korean” cultural product, identical to Taekwondo. At HYBE, we’re working laborious to create a totally built-in fan expertise each on-line and offline, increase 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 trade may be very targeted on superfans recently – what methods have been handiest in constructing ENHYPEN’s international fanbase?

Connecting with their followers has all the time been a high precedence for ENHYPEN and this energetic 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 line with Weverse’s International Fandom Report 2024. By 2024, their Weverse neighborhood had grown to over 10 million international 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 relating to superfans and fan tradition?

Whereas basic social media platforms are areas the place each passionate followers and basic 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. Regardless that in-person conferences aren’t potential, 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 robust 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 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, reminiscent of 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 in addition attracts new followers, resulting in a optimistic cycle that expands the attain of our fandoms. A first-rate instance of that is the THE CITY venture. HYBE’s THE CITY redefines live shows, reworking them from standalone occasions into citywide fan expertise platforms.

By combining collaborations with accommodations, 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 varied areas.

At HYBE, our aim is to increase Ok-pop past a single style and construct a fandom-driven trade. In the end, 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 provide way more than only a fan neighborhood. From a label’s perspective, Weverse consists of options like Weverse Albums, unique merchandise, and varied content material, all of which function vital touchpoints with followers.

This enables us to develop a steady 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 venture with Weverse in thoughts, and this strategy has been closely influenced by my function 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 inventive course of and enhance collaboration between groups. Whereas modern applied sciences and instruments may be helpful in growing inventive 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 on the lookout for methods to assist followers interact extra actively within the artists’ journey.

What rising tendencies within the international music trade are you most enthusiastic about that we must always learn about?

One pattern 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 standard pop market. HYBE has been on the forefront of designing varied fandom-based enterprise buildings, and shifting ahead, we’ll proceed to increase our solution-based enterprise leveraging our distinctive capabilities.

“One pattern 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 want extra refined, region-specific methods and fan experiences. HYBE has been all about discovering new artists and growing 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 reveals that we transcend exporting Ok-pop. We’re creating natural, native IP ecosystems powered by HYBE’s inventive imaginative and prescient and techniques. That is an strategy we plan to maintain constructing on, and I consider it’s going to play a vital function in shaping HYBE’s progress shifting 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 creative success via 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 industrial 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 Ok-pop enterprise?

Over the previous decade, Ok-pop has skilled speedy international growth, 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 among 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 ultimately, 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 reply to these structural adjustments, HYBE is advancing its multi-label system via “HYBE 2.0,” enhancing the standard of fan experiences, and accelerating international enterprise growth. Based mostly on a multi-home, multi-genre technique to determine ourselves as leaders in every market, we’re integrating Ok-pop experience into every native market surroundings. 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 strategy 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 might change concerning the music enterprise what wouldn’t it be and why?

If I might change one factor within the music trade, it might be the relentless stress of speedy, deadline-driven manufacturing. In right now’s fast-paced world, each music and content material are consumed so shortly, and because of this, we regularly really feel rushed.

However I consider that the music and content material that really endure are those which have the ability to seize folks’s consideration and feelings.

Even when it means a slower tempo, fostering an surroundings the place we are able to make content material that resonates with followers for the long run can in the end maintain better worth.

SoundExchange was independently fashioned in 2003 to construct a fairer, less complicated, and extra environment friendly music trade via know-how, information, and advocacy. The one group designated by the U.S. authorities to manage the Part 114 sound recording license, SoundExchange collects and distributes digital efficiency royalties on behalf of 700,000 music creators and rising.Music Enterprise Worldwide