[K-Pop Expansion③] "Various Variations... Localization Strategy Is Not an Option but a Necessity"

Geek Life Pro Founder Priya Dwan
"K-pop Messages and Values Instill a Sense of Community for Those Feeling Loneliness and Isolation"
"The Driving Force Behind K-pop's Long-term Popularity Is Localization... Already Proven by BLACKPINK's Lisa"
"The AMA's New 'K-pop' Category Could Be Seen as an Attempt to Avoid Giving the Main Award"

Geek Life Pro is a global network platform that connects music industry professionals. It facilitates various transactions and collaborative models by linking government agencies, festivals, conferences, brands, and more. The founder, Priya Dwan, is recognized for contributing to the globalization of the music industry with her extensive knowledge gained while managing the North American branch of Warp Records in the UK.

She also has a deep connection with K-pop. While serving as the Head of Asia-Pacific and Executive Director of the Korean branch at the American music company Orchard, she signed management contracts with BTS, JYP Entertainment, and others. At the Seoul International Music Fair (MU:CON), which ended on the 21st, she met musicians from various genres and presented a new future. What kind of vision does she have for the future of K-pop? The following is a Q&A.

- When did you first sense the growth potential of ‘K-pop’?

▲ It was when I took charge of Orchard’s Korean branch. On my way to Seoul to meet Big Hit Entertainment (now HYBE), I binge-listened to BTS songs. I was amazed by “Blood Sweat & Tears.” It was full of fresh energy within a familiar framework. Although the lyrics were in Korean, I could fully grasp their meaning. K-pop had intrigued me before as well. I found diversity and originality in music by bands like Jambinai. My personal favorite artist is CL. I was captivated by her top-tier singing and dazzling choreography. I signed a direct management contract and supported her solo activities in the U.S.

- The global success of BTS is often attributed to the messages and values embedded in their music. Do you think their impact on the public is significant?

▲ It is closely related to fandom and community formation. Although the world is connected as one through the internet, most people feel loneliness and isolation. The beneficial messages and values of K-pop instill a sense of community in them. Regardless of nationality or culture, it binds them together to protect and support each other.

- ‘K-pop’ is often defined as dance or idol music. Do you think its scope can expand through showcases like MU:CON?

▲ Absolutely. Just yesterday (the 19th), festival directors from Australia and Thailand expressed interest in inviting showcase performers. Their preferred genres varied widely, including rock, electronic, and punk. They already viewed K-pop in a broad sense.

- Domestically, more companies are attempting direct overseas expansion. Is help from overseas management and booking agents essential?

▲ Most Korean music companies are small to medium-sized. It is common for one employee to handle marketing, PR, and scheduling all at once. Overseas, tasks are delegated to companies specializing in one area. These companies also have deep knowledge of the local market. Naturally, this increases the chances of success.

- Some companies like SM Entertainment and HYBE are pursuing localization as a new blueprint. Do you see this as a driving force for the long-term popularity of K-pop?

▲ I believe it has already been proven by BLACKPINK’s Lisa, who is Thai. The group secured tremendous influence in Southeast Asia from their debut. That is the future of K-pop. It is not merely a strategy to gain popularity and attention. Even smooth interpretation by local members can deepen communication with fans. The group’s overall message and values are conveyed much more precisely.

- ‘K-pop’ exerts strong influence on various charts but does not receive proper recognition at major award ceremonies.

▲ It is tragic but not surprising. Discrimination and exclusion have always existed in history. Recently, the American Music Awards introduced a ‘Favorite K-pop Artist’ category. I believe it is a good intention, but it can be interpreted as an attempt to avoid giving the main award. We cannot forcibly change that. K-pop must prove itself. By embracing more people...