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A legacy-driven media platform documenting Korean excellence in culture, economy, and identity
By Edward Leary, Creative Editor
Photo credits: Edward Leary
In the entertainment industry, success cannot solely be attributed to the talent and hard work of artists like singers or actors. The enormous popularity of 'Gangnam Style' was a product of the song's charm combined with perfect timing, vigorous promotional strategies, and extensive networks in the American market, creating a sensation akin to a phenomenon.
Let us delve into the visionary behind the Psy phenomenon and the introduction of numerous Korean films to the U.S. market: Lee Kyu Chang, CEO of Kino 33 Entertainment.
Interview Translator: Park Jeong Ran, Intern Editor
Renowned in media circles, CEO Lee Kyu Chang is recognized for his expertise. As a co-producer of the Korean film Operation Chromite, which enjoyed immense popularity both domestically and internationally, Lee played a crucial role in its success. His contributions extend to collaborations in the K-Pop industry with artists like Psy and Lisa. Lee offers a unique perspective on achieving success in the entertainment industry.
“I merely assist artists in succeeding in their endeavors. Although the accomplishments of my team and I are awe-inspiring, we are, after all, just human,” he humbly states.
Despite his humble demeanor, Lee maintains strong convictions when it comes to film production and music creation. From a young age, he was surrounded by music, learning a variety of instruments from the violin to the saxophone, which deepened his understanding and appreciation for the allure of music. Nevertheless, among all art forms, his greatest passion lies in film.
The global appeal of 'Gangnam Style' combines Psy's talent with Scooter Braun's influence in American entertainment, perfect timing, and Lee Kyu Chang's promotional strategy.
Why did you decide to participate in music production, despite expressing a clear preference for film?
To be frank, music is not my main expertise. As I mentioned, filmmaking is my greatest passion. Most of my 17-year professional career revolves around the film industry. Music was initially tangential to film work. My first job during college was at Sony Pictures Entertainment in LA, where I worked for 10 years. Later in 2009, I moved to the Korean office and continued until I left in 2011, working as an executive assistant, film distribution and marketing supervisor. Collaborating with other producers, we encountered the 'Gangnam Style' phenomenon in 2012.
How did you become involved with Psy's 'Gangnam Style'?
Famous American producer Scooter Braun saw the amusing 'Gangnam Style' music video, which included dance moves, and asked me if I was familiar with the artist. Braun wanted to acquire the rights to 'Gangnam Style' and sought my assistance. We succeeded, and subsequently invited Psy to the U.S. for promotion. This entire process culminated in the spectacular phenomenon that 'Gangnam Style' became. Although I am not the songwriter, contributing to its worldwide acclaim through marketing was immensely satisfying.
What are your thoughts on 'Gangnam Style"'s monumental success on the global stage?
It is both astonishing and gratifying that a promotion of a single Korean pop song reached such outstanding international achievements. A 'song' is merely a song until promotion and marketing elevate it. Numerous remarkable songs exist that, due to lack of exposure, remain unexplored. 'Gangnam Style''s success bolstered not only K-pop but demonstrated other Korean talents, signifying a positive shift in recognition within the global entertainment sector.
Is the concept of being 'properly' exposed a collective effort involving everyone you work with?
Yes. Even ordinary songs possess the potential for success akin to 'Gangnam Style' when backed by a supportive management company and other factors. Adding timing and luck can create an ideal scenario. The success of 'Gangnam Style' is attributable to our team, particularly Scooter Braun's exceptional promotion capabilities.
What is your secret to consistently achieving success in your endeavors?
In-depth examination reveals that 'timing' is a pivotal element in any success. The precise timing surrounding the 'Gangnam Style' phenomenon facilitated widespread K-pop exposure globally, leading to heightened recognition of Korea's diverse talents—a truly encouraging development for the Korean entertainment industry.
What benefits do you think 'Gangnam Style' brought to Korea?
Beyond musical success, 'Gangnam Style' brought tangible advantages like increased tourism and elevated national brand value. Comparing data from 2009 to 2012 reveals significant changes in Korea's tourism industry and economy, showcasing the far-reaching effects of 'Gangnam Style.' The collective achievements leave me immensely proud.
Lee Kyu Chang, striving to showcase Korean potential worldwide, is currently engaged in producing 'The Blob' alongside renowned actor Samuel Jackson.
Have you engaged in other works beyond promotional efforts, like music production?
Collaborating with R. Kelly on 'I Vow,' I also worked with a multitude of producers, including Ronnie Jackson, who has collaborated with well-known artists like Nicki Minaj, Ludacris, and Rihanna. Additionally, I began collaborating with musicians both in the U.S. and Korea.
Can you share your current projects and plans?
I'm currently producing the movie 'The Blob' with famed actor Samuel Jackson. Collaborating with many past colleagues from ventures like Sony Pictures, we're investing significant efforts to ensure this film's success. We hope to see it in theaters this year.
Lee Kyu Chang has greatly contributed to the global popularity that Korean entertainment enjoys today. Platforms like 'Buzzfeed' highlight Korea's culture, music, makeup, fashion, and cuisine, showcasing it as a country rich in unique products, culture, and talent. While promoting a single Korean song might seem trivial, we understand this story transcends an engaging music video that captivated the world. It's about the incredible impact that led the world to marvel at 'Korea.' At this epicenter stands Lee Kyu Chang.
Born in Seoul and emigrated to the U.S. the following year, Lee Kyu Chang studied Business and Film at the University of Washington. At Sony Pictures, he transitioned from executive assistant to roles in distribution and marketing, eventually overseeing operations at the Korean office. He has facilitated the U.S. distribution of numerous Korean films and spearheaded Psy's American debut. Lee also served as a jury member for the Grand Bell Awards and recently co-produced the film 'Operation Chromite.' Currently, he is the CEO of Kino 33 Entertainment.
