Series of Essays from Professionals about the K-Pop Industry
This series of essays aims to convey the perspectives of K-pop industry professionals on the current ecology of K-pop. Originally published in the newspaper "The JoongAng" in 2022, we have translated these articles into English for our readers. Enjoy these writings, which will provide you with insightful information about K-pop. The author, Ms. Yun Sun Mi, holds all copyright permissions and has authorized us to publish this on our website.
Sun Mi Yun’s "I am a K-Pop Idol Planner" (Part 3)
"Why did you apply here?"
"I majored in marketing and I want to be a part of creating and promoting cultural content that can have a positive impact on people."
The answer sounded impressive, but in truth, at that time, I didn't fully understand what working in an entertainment company would entail. The job description in the recruitment ad seemed to align with what I wanted to do and looked exciting. Also, having interned at several companies before, I thought, 'If you're bored at work where you spend more time than at home, life itself would become tedious.' I learned early on what kind of work I couldn't endure.
A company with a fun, free-spirited environment, doing unpredictable, non-routine work – that's what I was looking for when I applied to JYP Entertainment. Looking back, it seems a bit naive and complacent. But at the time, it was the best decision I could make, and to some extent, it still holds true. You can only do a job for a long time if it's fun.
Back then, JYP wasn’t as big as it is now, but it had already cultivated global stars like Rain and the 'Tell Me' phenomenon's Wonder Girls. After several interviews, I was fortunate to start a planning and marketing role at JYP. (I only learned about the intense competition for that single position after I joined.) That first job application became the longest-tenured job I've ever had.
Upon joining, I had not one but three senior colleagues (Translator's Note: hereafter referred to as mentors). One of them had honed his skills leading projects for major 90s stars like Seo Taiji and Lee Hyori, seasoned in the entertainment industry. To him, I appeared as a rookie who didn’t know much about music. (Now, he's someone I'm extremely grateful for.)
My first task from my mentor was to secure sponsorships for online promotions of a pre-debut boy idol group A. It was daunting. How was I to secure sponsorships for a group I didn’t even know? Despite it seeming impossible and lacking detailed instructions, I remembered my intern days at other companies, hustling for sponsorships. I started by selecting products that seemed to suit the idol group, then chose brands (like clothing, cameras, etc.) that could enhance the group's image. After identifying a few companies, I used all my contacts to get the brand managers’ details. What came next was easier than expected. I called them one by one with proposals and managed to arrange a meeting with one brand. Our first promotion with a well-known company was quite successful. Above all, it was my first task where I realized, “If you try, it can be done,” and gained confidence. My tough mentor later started entrusting me with new tasks without saying much, offering advice, and taking me to meetings. It was a proud moment that lasted long, making me wonder, ‘Did I actually do well?’
I've been doing this job, which I started with a simple thought, ‘It seems fun,’ for 15 years now. What made this possible? The entertainment industry, by my standards, has an ideal and relatively free atmosphere. Most importantly, it’s never boring. Especially when I was learning the ropes, K-pop hadn’t grown globally as it has now, so I got to experience a variety of tasks. As soon as the work became familiar and I thought, ‘There’s nothing more to learn,’ new projects and tasks were assigned. It’s a job I recommend for those who like change and enjoy new challenges over routine tasks.
I enjoyed exploring our company's website to learn about my core tasks, browsing communities to see reactions to the idols I managed, or even doing minor tasks like photo editing. Watching fans’ reactions to K-pop lyrics, music videos, and stage performances, I relived the thrill I felt as a teenager. Being part of the process of generating ideas, both big and small, and watching those ideas come to fruition was enjoyable. All of this was possible because I worked in an industry that 'eats with idols.' I continue to do this job because I haven't yet found anything more enjoyable, suitable, or as rewarding as this.
My teenage experience of watching K-pop stages, videos, dramas, and being a fan helped me in my job. Being up close, I learned about the effort put into each stage, making my heart race even more during openings. It felt like the most comprehensive form of art, more than any other genre. I didn't mind the sleepless nights due to overtime, weekend work, or frequent business trips. Even intense work situations, like returning to the office after company dinners to finish tasks, were enjoyable and time flew by. It was a period when I was fully immersed in my work. I didn't realize it in the interview, but now I know finding work I could immerse myself in was an incredible stroke of luck.
Original Article: https://www.joongang.co.kr/article/25078930
Author: Sun MI (Irene) Yun
Sun MI (Irene) Yun is a renowned figure in the K-pop industry, presently leading as the Head of the Music Business Department at Afun Interactive. Her robust career includes pivotal roles at FirstOne Entertainment, FNC, Lazin Korea, Danal Entertainment, and JYP Entertainment, marking her significant contribution to the industry.
As an accomplished author, Yun released "Big Hit Signal" in December 2020, offering a deep dive into the KPOP industry and Korean economics. The success led to a Japanese version and another book, "BIG HIT," in May 2022. Yun's expertise also spans to column writing. Since June 2022, she has been sharing her insights in "I Am an Idol Planner" in JoongAng Ilbo, and a marketing-focused column, "Three Perspectives on NewJeans," launched in October 2022.
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