Cover K-pop groups Babymonster and 2NE1 at 2NE1’s ‘Welcome Back’ reunion world tour in Seoul (Photo: Instagram/@ babymonster_ygofficial)
K-pop groups Babymonster and 2NE1 at 2NE1’s ‘Welcome Back’ reunion world tour in Seoul (Photo: Instagram/@ babymonster_ygofficial)
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Whether it’s K-pop or K-dramas, it takes a village to keep the K-entertainment engine running and these are the people behind it
The K-entertainment industry operates like a well-oiled machine. But did you know that when your favourite K-pop group takes the stage or a gripping K-drama scene unfolds on screen, you’re actually witnessing the culmination of hundreds of hours of work not only by the talents but also by an army of people? Every successful K-drama or K-pop performance is backed by an intricate network of professionals working tirelessly behind the scenes.
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From the pre-dawn hours when makeup artists begin their work, to the late-night editing sessions where content producers perfect every frame, the industry never truly sleeps. Let’s pull back the curtain and explore the essential roles that keep the K-entertainment machinery running.
Manager
Managers in the K-entertainment industry serve as both a personal assistant and a career guide. These dedicated professionals often work around the clock, managing their artists’ schedules, coordinating transportation, and even living with them in shared accommodation during early career stages. For instance, BTS’ managers have been known to work in shifts to provide 24/7 support, handling everything from wake-up calls to security.
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Vocal trainer
Vocal trainers are crucial in developing and maintaining artists’ singing abilities. These specialists work with both trainees and established artists, focusing on techniques specific to K-pop’s demanding performance style. SM Entertainment’s vocal trainers, including the renowned vocal director Jang Jin-young, have helped shape the distinctive sounds of groups like EXO, Red Velvet, and aespa through intensive daily training sessions.
Above YG Entertainment’s K-pop girl group Babymonster during a dance practice session
Choreographer
Choreographers create the signature dance routines that have become a hallmark of K-pop. They often work months ahead of comeback schedules, crafting movements that complement the music while considering camera angles and stage presence, and monitoring the K-pop group’s practice sessions to ensure that every move is learned, memorised, and done to perfection. These professionals become long-term collaborators in an artist’s journey.
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Stylists
The styling team comprises several specialists. The fashion stylists select and coordinate outfits for performances, events, and daily schedules. Some even prepare the famed “airport fashion” looks. Hair stylists create and maintain signature looks such as Blackpink’s Lisa’s iconic bangs from the group’s earlier years, while makeup artists develop stage-ready appearances that withstand intense performances.
A&R (Artists and Repertoire)
A&R professionals scout new talent and oversee artistic development. They play a crucial role in selecting songs, connecting artists with composers, shaping musical direction, and ensuring top-notch quality. JYP Entertainment’s A&R team, for instance, is known for their systematic approach to talent development, as seen in the success of groups like Twice and Stray Kids, as well as groups that were formerly signed to the label such as Wonder Girls and Got7.
Read more: Korean celebrities’ balancing act in staying authentic while going global
Content producer
As the saying goes, “Content is king”, and content producers are responsible for working closely with directors and editing teams to maintain consistency in an artist’s or group’s image. They oversee the creation of various media formats, from music videos to the more “casual” behind-the-scenes content K-pop fans love watching on YouTube. The success of content production teams is evident in the official channels of labels, which have garnered billions of views through strategic content planning and execution.
Above Behind the scenes of Bigbang’s Taeyang and BTS’ Jimin music video production for their 2023 collaboration, ‘Vibe’
PD (Production director)
PDs or production directors coordinate live broadcasts, camera work, and stage directions for music shows. They ensure seamless productions of weekly shows like KBS’ Music Bank, SBS’ Inkigayo, or MBC’s Show! Music Core, working with multiple artist teams daily to create compelling performances as these are important for promotional activities. The position requires extensive technical knowledge and quick decision-making skills during live broadcasts.
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Fan marketing manager
These specialists develop and implement strategies to grow fan loyalty and engagement and expand fan communities. They oversee fan club operations, plan fan meetings, and manage social media content. YG Entertainment and SM Entertainment’s fan marketing teams pioneered many industry standards, including the lightstick culture and the creation of official fan clubs complete with fandom names. For example, Bigbang’s fandom is called VIP, 2NE1’s fandom is called Blackjack, Girls’ Generation’s fandom is called SONE, Red Velvet’s fandom is called ReVeluv, and aespa’s fandom is called MY.
International relations manager
International relations managers handle global operations, including international promotions and tours, developing and maintaining relationships with stakeholders, and facilitating cross-cultural communications. They work to bridge cultural gaps and ensure smooth overseas activities, managing complex global tours and collaborations, as demonstrated by BTS’ and Blackpink’s successful worldwide ventures.
Don’t miss: K-pop’s global expansion: New markets and cultural adaptations
Mental health professional or counsellor
While discussions of mental health are still considered taboo and social stigma in South Korea, a mental health professional or a counsellor is becoming an increasingly important role. South Korean entertainment companies’ counsellors provide psychological support to artists dealing with pressure, public scrutiny, and intense schedules. Many major companies now maintain in-house mental health teams, though specific details are kept private to protect artists’ confidentiality.
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