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Special Lecture by JYP CEO Wook Jung, “Active and Open-minded Talents Have More Creativity”
2016.12.21 Views 3439 경영대학
KUBS Startup Institute’s Entrepreneurship Academy Lecture Series
Special Lecture by JYP CEO Wook Jung, “Active and Open-minded People Have Creativity”
Special Lecture by JYP CEO Wook Jung, “Active and Open-minded People Have Creativity”
On December 9 at 1:30 p.m., a special lecture “The Success of K-POP and Creative Talents,” delivered by JYP Entertainment CEO Wook Jung, was held at KUBS Startup Station in KUBS Main Building. As part of the Entrepreneurship Academy Lecture Series, the session aims to educate students to understand diverse academic areas—such as business and liberal arts—by inviting related mentors and sharing innovative experience and advice.
CEO Jung pointed out that one of the reasons K-POP continues to grow is because the size of target customers is rapidly increasing due to relevant market expansion in North America and other countries. In other words, the development of platforms and digital devices have made people from around the world consume K-POP even more. K-POP fans who voluntarily listen to Korean music through digital platforms have become the principal engine of expanding and reproducing K-POP.
“We should focus on establishing a niche,” CEO Jung said. “For instance, TWICE, Korean girl group, released the music video, featured zombies. We believed that the zombie-theme can surely intrigue anyone all over the world.” CEO Jung indicated that when producing music, an entertainment agency should anticipate the global market demands and preferences.
CEO Jung pointed out that one of the reasons K-POP continues to grow is because the size of target customers is rapidly increasing due to relevant market expansion in North America and other countries. In other words, the development of platforms and digital devices have made people from around the world consume K-POP even more. K-POP fans who voluntarily listen to Korean music through digital platforms have become the principal engine of expanding and reproducing K-POP.
“We should focus on establishing a niche,” CEO Jung said. “For instance, TWICE, Korean girl group, released the music video, featured zombies. We believed that the zombie-theme can surely intrigue anyone all over the world.” CEO Jung indicated that when producing music, an entertainment agency should anticipate the global market demands and preferences.
CEO Jung also explained about the K-POP global marketing in the past and the present. “We should continue to drive sales growth and business diversification by focusing on markets, which were expanded based on IP services,” he said. Prior to 2015, many entertainment agencies globalized their business by sending Korean singers overseas. However, they have been producing Asian-based multinational idol groups since 2015. One good example is Tzuyu of TWICE. Starting 2016, agencies have implemented localization strategies worldwide and have been releasing songs fit for the local culture. For instance, if a Korean singer performs in Japan, the song will be sung in Japanese.
CEO Jung emphasized that desire creates a market. He explained with an example of his childhood cartoon Winnie the Pooh. “When you were young, you perhaps imagined the taste of Pooh’s pancakes,” CEO Jung said. “We have to create a market, for example, making people want to visit the filming locations when they watch a movie.” Global marketing must be designed to stimulate desire for eating Korean food, seeing Korean culture, and furthermore visiting Korea. This is also known as Creation of Desire.
CEO Jung emphasized that desire creates a market. He explained with an example of his childhood cartoon Winnie the Pooh. “When you were young, you perhaps imagined the taste of Pooh’s pancakes,” CEO Jung said. “We have to create a market, for example, making people want to visit the filming locations when they watch a movie.” Global marketing must be designed to stimulate desire for eating Korean food, seeing Korean culture, and furthermore visiting Korea. This is also known as Creation of Desire.
CEO Jung believes a creative talent is the one who knows how to express his feelings to a boss. “JYP (Jin-young Park) and I like staff members who can talk back to us,” he said. “When I ask staff members’ thoughts on a song, the one who is brave enough to say ‘I just don’t like it’ without any explanation is blunt but creative.”
CEO Jung believes that a true creative talent can be discovered if there is a tension-free atmosphere. In fact, he does not prefer recruiting typical applicants who wear a suit for their job application photography. CEO Jung once hired a staff member who used the wrong company name.
“We can provide you the market,” he said. “But, do you really think that I, who have been in K-POP for 17 years, will be intrigued by someone who explains about the current K-POP status and propose its business? We are attracted to people who point out our problems and have guts to criticize us.”
“I am here with the expectation that I will have the opportunity to communicate with you and possibly work together in the future. It is my great honor to be here at this wonderful place where something new will begin,” CEO Jung concluded.
“As we live in the era emphasizing diversity, creative talents that CEO Jung has stressed can actively engage in various fields,” said Jisun Rha (Business, ’12) who attended the special lecture. “The session was significant as I was able to meet professionals in my area of interest, improve an understanding of the Korean entertainment industry, and get to know their desired talents for the related field.”
CEO Jung believes that a true creative talent can be discovered if there is a tension-free atmosphere. In fact, he does not prefer recruiting typical applicants who wear a suit for their job application photography. CEO Jung once hired a staff member who used the wrong company name.
“We can provide you the market,” he said. “But, do you really think that I, who have been in K-POP for 17 years, will be intrigued by someone who explains about the current K-POP status and propose its business? We are attracted to people who point out our problems and have guts to criticize us.”
“I am here with the expectation that I will have the opportunity to communicate with you and possibly work together in the future. It is my great honor to be here at this wonderful place where something new will begin,” CEO Jung concluded.
“As we live in the era emphasizing diversity, creative talents that CEO Jung has stressed can actively engage in various fields,” said Jisun Rha (Business, ’12) who attended the special lecture. “The session was significant as I was able to meet professionals in my area of interest, improve an understanding of the Korean entertainment industry, and get to know their desired talents for the related field.”