MBW’s World Leaders is a daily collection through which we flip the highlight towards among the most influential trade 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 Ok-Pop teams ENHYPEN and ILLIT. World Leaders is supported by SoundExchange.
Ok-pop stars ENHYPEN are not any strangers to huge milestones.
The group, which was fashioned by means of 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 accordance with their label.
Lower than 5 years after their debut (through the pandemic), they’ve grow to be a world 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 outstanding. ENHYPEN hosted 220 livestreams on Weverse – HYBE’s proprietary superfan platform – final 12 months, 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 energetic artist on Weverse by feedback final 12 months.
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 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 imagine that Coachella can be a defining second that reveals simply how far they’ve come prior to now 4 years, evolving into unbelievable artists. For BELIFT LAB, as a group 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 wish to tackle shifting 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 outdoor director for what was then Huge Hit Leisure. By 2018, he had joined forces with Chairman Bang Si-Hyuk to determine BELIFT LAB, a three way partnership between Huge Hit and CJ ENM that will later grow to be 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 below Kim’s management. Along with ENHYPEN, Kim leads the group behind ‘rookie’ woman group ILLIT, which made what he describes as “some of the spectacular debuts in Ok-pop historical past,” turning into the primary and thus far 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 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 means of Weverse, the place ENHYPEN boast the second-largest artist group 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 purpose transcends enterprise metrics: “My major 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 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 be taught from Ok-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 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 outdoor director of Huge 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 Huge Hit and CJ ENM was a way to actualize this imaginative and prescient. That’s once I got here on board as the top of that Joint Enterprise, which ultimately 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 function of Chief Technique Officer at HYBE to construct a stronger organizational construction whereas concurrently persevering with to guide BELIFT LAB. As a facet word, 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 summary of your broader remit throughout the wider HYBE group?
Because the President of BELIFT LAB, I’m answerable 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 route and conceptualizing music movies to creating the ultimate selections on key points of the enterprise, together with reside performances, enterprise methods, and advertising initiatives. My focus is on guiding our artists in the direction of sustainable, significant success within the world music panorama, making certain 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 the direction of sustainable, significant success within the world music panorama, making certain 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 embody planning and producing high-quality offline and on-line concert events for HYBE artists (360), providing unique fan experiences by means of model collaborations (IPX), and licensing, limited-edition merchandise, and the in-house manufacturing and distribution of unique video content material based mostly on followers and artists (HYBE MEDIA STUDIO).
Taking over each roles is simply doable as a result of I work with wonderful groups. I really imagine that HYBE has among the greatest expertise on the earth. 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 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 important to your success in launching and growing 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 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 elements to create the proper atmosphere 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 the complete world music trade. It’s an extremely troublesome feat for one of many world’s prime music producers to guide one of many largest leisure corporations, 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 always 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 strategy by debuting our artists by means of audition applications, our dedication to artist happiness and long-term well-being actually units us aside.
We imagine 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, impartial, and self-aware people is paramount. Finally, it’s at all times concerning the folks in the case of Ok-pop.
How do you see BELIFT LAB positioned inside HYBE in the present day, and the way is HYBE positioned throughout the world 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 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 is not 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. Trying 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 had been fashioned by means of 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 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 world followers by means of 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 energetic half in serving to the group debut,” which labored effectively. Voting happened 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 additionally grew to become the protagonists of Darkish Moon, an unique webtoon collection that garnered over 100 million views globally. This collection even captured the eye of normal webtoon followers, making a constructive cycle of success. Consequently, an animation collection can be within the works.
What strategic parts contributed to ILLIT’s breakthrough debut?
ILLIT made some of the spectacular debuts in Ok-pop historical past with their debut mini-album SUPER REAL ME attaining 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 #91, making it the primary debut music to ever chart on the Sizzling 100 in Ok-pop historical past.
However it’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 artistic director, Serian Heu, performed a key function. Her imaginative and prescient for the group’s idea and styling, together with the enduring “model movies” which have grow to be a signature of ILLIT, had been essential in setting them aside. BELIFT LAB’s sensible 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 gaggle 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 means of 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 robust 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 chief instance of a “world artist.”
Their success confirmed simply how vital fan participation and connectedness are for a gaggle’s world progress.
I really imagine ENHYPEN has additionally helped pave the best way for different artists to attach with followers world wide in a significant means.
What are the largest challenges within the Ok-pop trade in the present day?
The Ok-pop trade has achieved unprecedented progress over time, and as we glance forward, one of many huge challenges is determining the right way to create a sustainable progress mannequin throughout the music scene. The fandom-driven enterprise mannequin that when outlined Ok-pop is now 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 turning into clear that fandoms have completely different tastes and expectations relying on the place they’re based mostly. Given emotional connection is turning 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 over time, and as we glance forward, one of many huge challenges is determining the right way to create a sustainable progress mannequin throughout the music scene.”
In the long term, if Ok-pop goes to remain a world power, it will possibly’t simply be seen as a “Korean” cultural product, similar to Taekwondo. At HYBE, we’re working laborious to create a completely built-in fan expertise each on-line and offline, develop 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 stage across the globe.
The music trade may be very centered on superfans recently – what methods have been simplest in constructing ENHYPEN’s world fanbase?
Connecting with their followers has at all times been a prime precedence for ENHYPEN and this energetic 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 accordance with Weverse’s World Fandom Report 2024. By 2024, their Weverse group had grown to over 10 million world followers, making it the second-largest artist group on the platform after BTS.
What can the worldwide music enterprise be taught from the Ok-pop trade in the case of superfans and fan tradition?
Whereas normal social media platforms are areas the place each passionate followers and normal 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. Regardless that 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 could 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, corresponding to Weverse, in addition to commerce by means of merchandise and album gross sales. Moreover, we provide immersive experiences like concert events and exhibitions, all of that are a part of a rigorously designed fan journey.
This construction not solely enhances loyalty amongst present followers but additionally attracts new followers, resulting in a constructive cycle that expands the attain of our fandoms. A first-rate instance of that is the THE CITY undertaking. HYBE’s THE CITY redefines concert events, remodeling them from standalone occasions into citywide fan expertise platforms. By combining collaborations with inns, 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 Ok-pop by connecting with native economies and driving new engagement throughout varied areas.
At HYBE, our purpose is to develop 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 imagine superfan platforms like Weverse supply far more than only a fan group. 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 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 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 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 expertise that may improve the artistic course of and enhance collaboration between groups. Whereas progressive applied sciences and instruments may be helpful in growing artistic concepts, the bottom line is to make use of them in a means that doesn’t compromise the essence of creation. We’re additionally constantly exploring applied sciences that may strengthen our communication with followers by leveraging knowledge, and we’re at all times in search of methods to assist followers interact extra actively within the artists’ journey.
What rising developments within the world music trade are you most enthusiastic about that we should always learn about?
One development I’m keeping track 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 major alternative for Ok-pop’s continued success.
Fandom-based companies are now 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 are going to proceed to develop our solution-based enterprise leveraging our distinctive capabilities.
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 growing 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 Ok-pop. We’re creating natural, native IP ecosystems powered by HYBE’s artistic imaginative and prescient and methods. That is an strategy we plan to maintain constructing on, and I imagine it can play an important 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 major focus is cultivating “comfortable artists.” This implies empowering them to give attention to their work, experiencing creative achievement by means of 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 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 world enlargement, turning into greater than only a music style however a cultural phenomenon. Within the brief time period, I imagine 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.
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 in search of 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 means of “HYBE 2.0,” enhancing the standard of fan experiences, and accelerating world enterprise enlargement. Primarily based 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 atmosphere. On the similar time, we’re broadening our attain into new genres, aiming to draw followers who haven’t but related with Ok-pop. This strategy will assist us deliver much more followers into the HYBE universe and proceed to evolve our enterprise technique for long-term success.
If there was one factor you would change concerning the music enterprise what would it not be and why?
If I may change one factor within the music trade, it will be the relentless stress of speedy, deadline-driven manufacturing. In in the present day’s fast-paced world, each music and content material are consumed so shortly, and consequently, we frequently really feel rushed. However I imagine 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 atmosphere the place we are able to make content material that resonates with followers for the long run can finally maintain higher worth.
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