[Interview with producer of ‘Electrik Seoul’]
K-Pop’s global popularity has reached Hollywood, bringing its excitement to the entertainment capital. The ‘Electrik Seoul’ event on July 18 gave K-Pop fans an unforgettable night. Nino Seunghoon Lee, 25, the creative design manager at Insomniac, served as the producer of this event.
Lee oversees various aspects of event planning, branding, and marketing, from TikTok videos to the overall event direction.
“Branding is about how fans and consumers perceive us,” he said. “I pay close attention to the smallest details, from fonts to color schemes.”
On July 25, we sat down with Lee to discuss his philosophy on K-Pop. Where K-Pop flows in Hollywood, Lee is there.
-Why do you think people are so passionate about K-Pop?
“Branding and fan-based marketing play a significant role. The details in merchandise, music videos, and fandom names contribute to K-Pop’s success. Engaging activities like social media challenges and fan interactions on platforms like ‘Weverse’ keep fans continuously involved and satisfied.”
-Why can’t other countries replicate this success?
“It’s like how China, despite its larger population, doesn’t have a Messi. Other countries lack a systematic trainee system and the mental fortitude that Koreans endure through hardcore training. Other ethnicities and foreigners find it challenging to withstand such rigorous training.”
-So, can’t they just replicate the system exactly?
“Japan’s ‘XG’ succeeded with a similar approach, but K-pop still has a Korean flavor that others can’t replicate.”
-What is the future direction for K-Pop?
“Creating and selling good products is key. It’s essential to cater to Korean tastes while collaborating with global brands. After Psy’s ‘Gangnam Style,’ attempts to please the global market failed. Staying true to Korean preferences is K-Pop’s unique charm. NewJeans succeeded thanks to diverse collaborations, like those with ‘Coca-Cola,’ ‘Murakami Takashi,’ and ‘League of Legends.’ Collaborating with different interests expands the fan base. In addition, recent releases, like Blackpink’s movie, show new ways to satisfy fans.”
[Hollywood goes K-Pop crazy at ‘Electrik Seoul’ night, turning into Itaewon]
-Why did you plan ‘Electrik Seoul’?
“I was inspired by YouTube videos of famous DJs playing K-Pop and the crowd’s reactions. I brainstormed for a day and started planning an event mixing EDM and K-Pop. I outlined everything from the name to the concept in a PowerPoint presentation and proposed it to the company. The plan was completed in two days.”
-How did you come up with the name?
“‘Electrik’ comes from ‘electronic’ in EDM. I didn’t want to just add K-Pop. I considered Korean words like ‘oing,’ ‘daebak,’ and even food names before settling on ‘Seoul,’ which everyone knows and also means ‘soul.’”
-How did you learn about branding and marketing?
“My mother is a fashion designer, so I grew up exposed to various designs and found my tastes. Also, participating in many EDM festivals worldwide helped me understand what I liked and disliked and think about how to improve.”
-What did you do before joining Insomniac?
“While studying in Illinois, I worked for an artist management company and a campus event venue. I started DJing, aiming to create my own stage, and held my first performance at a local Korean restaurant. Later, I founded the brand ‘Ignition’ and organized an event themed after ‘Squid Game,’ which drew around 1,000 attendees. Even after moving to LA, I organized successful events, drawing 600 people and collaborating with popular producer/DJ ‘Dubvision.’”
-You’ve been promoted twice in the past year. What’s your secret?
“I believe the Korean spirit and passion drive me. I don’t rely solely on formulas but strive for better results through innovation. I never leave work unfinished. I significantly improved Academy LA’s DJ Mag ranking by eight spots.”
-What are your future plans?
“I am considering collaborations with various companies. I plan to host separate stages or participate in segments of other festivals. My ultimate goal is to create a well-known festival like ‘KCON’ for K-Pop fans and ‘EDC’ for EDM fans, recognized worldwide.”
BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]
