Be a Brand, Not a Trend - YG Entertainment’s Global Strategist Choi Sung Jun 2012 Interview

2012 July 7 article interview with current (2024) YG PLUS CEO Choi Sung-jun when he was Director overseeing global strategy and planning.

---

"Don't blindly follow others; build your skills and wait for the right moment... Yang Hyunsuk doesn't interfere in management."

"You need to become a brand, not just a trend."

This philosophy has guided YG Entertainment, ensuring they become a brand, not just a trend. Trends are fleeting, but a brand earns trust and stands the test of time—a concept particularly relevant to the explosive growth of Kpop.

BigBang, 2NE1, Se7en, Gummy, and Psy—YG artists all share a distinctive, unwavering style that can be considered a brand in itself. They are brimming with individuality and energy that commands attention, differentiating them from their peers. These unique and fearless artists have become the driving forces behind the K-pop boom, captivating the global market. To understand the future of YG and K-pop, we spoke with Choi Sung-jun, YG’s Executive Director overseeing global strategy and planning.

Choi summarized YG’s approach with one phrase: "All or nothing."

This reflects their pride and determination to only release content when it's perfectly ready, not simply to follow the crowd. "YG's style is to do it right when we're confident. We don't follow others. We build our skills and wait for the right time. Many say we were late to enter the overseas market, but it was a strategic delay," Choi explains.

Choi didn’t start in the entertainment industry. With a background in business from Seoul National University and Dongguk University's business school, he began his career at Hana Bank and later became an analyst and venture capitalist.

"As an analyst, I evaluated companies, and in venture capital, I observed entire industries. My job was to predict and invest in growing fields. I realized that while the past decade belonged to IT, the next decade would belong to content media. That's when I decided to jump into the field."

His first move was to CJ Media, which later expanded to Mnet Media, where he gained insights into the production processes of broadcasting, music, and film. In 2009, he joined YG Entertainment, a company producing original content at its source.

Choi's arrival marked a turning point for YG, accelerating its global expansion. YG, which started with a mere 50 million won, became a publicly listed company with a revenue of 62.5 billion won by last year. They launched a joint label with Avex in Japan and established YG Asia in Hong Kong. Currently, they are conducting Big Bang's world tour with the global concert planning company Live Nation. Choi has had a hand in every major initiative.

"I came to the front lines of content production. In late 2009, YG had about 50 employees. Now, we have over 180. In just two and a half years, our staff tripled, and so did our revenue. I joined at a time when YG's accumulated expertise was shining through," Choi says.

When asked if YG operates as a one-man show under CEO Yang Hyun-suk, Choi dispels the misconception.

"Yang Hyunsuk doesn’t involve himself in management at all. It's a trusting and delegating environment. The key feature of YG is division of labor and harmony. We have an organized system for discovering and developing new talent, and individuals with a keen eye for finding promising artists. Both are crucial."

However, not everything has been smooth sailing. Last year, when Big Bang members were involved in controversies, the company faced a crisis. Reflecting on that time, Choi expresses that it reaffirmed his decision to join YG. His confidence in the company and in Yang Hyunsuk, not just as a CEO but as a person, strengthened.

"When a company faces difficulties, the owner's importance becomes more evident. Seeing Yang Hyunsuk support his team through tough times reassured me that I made the right choice. His dedication to music, spending all his time in the studio, convinced me that great content is inevitable."

The average age of team leaders at YG is in their early 30s, making it a young, dynamic organization. Apart from Yang Hyun-suk, Choi, now in his 40s, is the oldest. Despite this, Choi’s enthusiasm and belief in the power of content keep him youthful. With YG's momentum, his strategic vision is expected to guide the company forward. His eyes gleam with excitement as he talks about YG's strengths.

"YG's core is not just about showing what we've practiced, but enjoying the stage. Rehearsals are preparation for enjoying the performance. This mindset of doing well and having fun translates to our audience. That’s the power of YG," Choi concludes.

---

2012 Sep 19 Article Interview 

YG Entertainment is currently experiencing its peak, largely thanks to the massive success of PSY's "Gangnam Style" following the popularity of BigBang. As one of the "Big 3" entertainment companies, YG has set a new model for K-pop exports.

The success at the box office has translated into strong financial performance. YG’s stock price has soared from the low 40,000 KRW range in June to over 60,000 KRW within three months. Last year's revenue of 62.5 billion KRW is expected to surpass 100 billion KRW for the first time this year. The overseas market is anticipated to account for nearly 40% of the total revenue.

COO Choi Sung-jun remarked, “A path has been opened for companies that found it difficult to market themselves abroad,” and added, “With the pipeline established, we can expect a second and third wave of explosive growth.”

Fans who followed BigBang and 2NE1 on Facebook and YouTube played a pivotal role in this boom. BigBang and 2NE1 each have around 4 million and 3.5 million active fans, respectively. Where word-of-mouth marketing once prevailed, today’s Kpop wave benefits from 'voluntary new media marketing,' which has been a hidden driving force.

Choi noted, “Seeing foreigners sing 'Gangnam Style' in Korean is a spectacular sight,” and predicted, “As more people fall in love with Korean culture, the number of those seeking Korean food and tourism will naturally increase.”

Analyzing the success of their artists overseas, YG credits bold investments in the core aspects of their work. Sixteen professional producers develop songs tailored to each artist’s style. Once a song is completed, significant investment is made into the music video.

The company's ability to execute quickly is its greatest strength. Choi Sungjun explained, “The rapid response centered around our international business division is why we achieved such results in less than two months since 'Gangnam Style' was released,” expressing curiosity and anticipation about how far this success could go.