The Korea Herald


Psy’s agency seeks novelty to garner international appeal

By Korea Herald

Published : Dec. 24, 2012 - 19:48

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In the ever-changing world of music, the key to success is to be constantly searching for “something new and fresh, something that will appeal to people from all over the globe,” the head of YG Entertainment said Sunday.

“We’ve been trying different genres of music based upon hip-hop since the establishment of the agency, and our efforts to lead the global trend now seem to be paying off,” said Yang Hyun-seok whose singers have gained huge global attention this year.

Yang, also known as Yang Goon, rose to stardom in South Korea as a member of Seo Taiji and Boys, one of the country’s first-generation of boy bands, which formed in 1991. He then went on to establish YG Entertainment in 1997 following the group’s disbandment.
President and founder of YG Entertainment Yang Hyun-suk, also known as Yang Goon (YG Entertainment) President and founder of YG Entertainment Yang Hyun-suk, also known as Yang Goon (YG Entertainment)

Since the creation of his agency, Yang has produced a slew of successful artists, including recent stars Psy, Big Bang and 2NE1.

“Psy achieved amazing results, creating a priceless value across the world,” said the 43-year-old founder and CEO of YG Entertainment, one of the largest record agencies in Korea.

“I feel grateful for him as he gives us tips on where to go down the road.”

The year 2012 was undoubtedly the year of “Gangnam Style” with its signature horse-riding dance. The music video has become the first ever to receive more than 1 billion views on YouTube.

Along with “differentiated” music videos as an integral part of creating “powerful content,” Yang stressed the need to maximize new media such as YouTube and other social networking services to ensure success.

“I’ve paid extra attention to music videos as they often become the first tool in reaching global audiences, and how to deliver them in an easy fashion,” Yang said. “Psy is a tell-tale example. His sophisticated music base, which creates a synergy effect together with several other fun factors, can appeal to people across the world in the form of video via YouTube.”

As other singers of his entertainment firm achieved encouraging results on the international stage, including Big Bang which is successfully completing its world tour visiting the United States and Britain, Yang became the richest entertainment tycoon in Korea with his shares valued at over 200 billion won ($186 million).

“I found it more interesting, of course, spotting hidden talent and making good music as a producer than calculating stock prices,” he said.

“I’ll dedicate myself to creating a well-established, solid system for singers. To satisfy the public who are ahead of the times, I will not be lax in pursuing novelty.” 

(Yonhap News)