A celebration and exploration of Korean music and culture captured the spotlight Tuesday night at the Performance Center, as presented the Business of K-Pop and the Korean Wave Symposium. The event featured musical performances and a nuanced conversation about the international impact of K-pop, with insights from major industry figures.
Produced by ’s Music Business/Management and Professional Music departments, the event was made possible by a generous grant by the CJ Cultural Foundation.
Jake Hong of the CJ E&M media company and Daniel Ha, CEO of Kohai, discuss the Korean music and entertainment industry with Tonya Butler, chair of the Music Business/Management Department.
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Headline act ADOY, an indie synthpop quartet that has been making headlines in the Korean pop music world, dazzled attendees with an energetic set that marked their first-ever show on U.S. soil. The performance followed a panel discussion with ADOY band members Juwhan and Zee, as well as band manager Daniel Ha, who is the founder and CEO of the music agency Kohai, and special guest Jake Hong, director of U.S. music business at CJ E&M media company. ’s Korean Culture Student Association set the tone for the evening with a set showcasing the musical breadth of Korean styles.
“Even as recent as five years ago, I would never have anticipated the way that K-pop and Korean entertainment have captivated the attention of the world, ” said Hong. “The community is full of very disciplined, very humble people who are grateful to partake in this success and who will continue to work hard to make inspiring art. I think the industry has an extremely bright and exciting future.”
“The conversation around K-pop and Korean entertainment usually focuses on the content produced by these brilliant artists, ” said Tonya Butler, discussion moderator and chair of the Music Business/Management Department. “This symposium is a unique opportunity because, in addition to celebrating K-pop through music, we are getting insight into the business side of the art directly from people delivering this amazing content to the world.”
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The symposium represented the second half of a two-part event. The Business of K-Pop: A&R Listening Session, hosted by Chris Wares, assistant chair of the Music Business Department, and Hae Joo Kim, assistant chair of the Professional Music Department, took place Tuesday afternoon as a -exclusive session where students who submitted music for review received feedback from industry experts, including KAIROS and Adrian McKinnon, both of whom have contributed to some of the biggest K-pop songs of all time.
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This year’s event featured a DJ set by MC Lyte and performances from the City Music Ensemble, Liam Purcell & Cane Mill Road, and more.“Although this is a small instrument that people see as a toy, I want to make my own music with students from all over the world, ” said Choi Min-seok (age 30), who was accepted as the first ukulele player at the Berklee College of Music. Mr. Choi, who studied biology education at Seoul National University in Korea, became mesmerized with the charm of ukulele and worked as a ukulele instructor in Seoul. From this fall semester, Choi will study at the music school with his fellow students who are 10 years younger than him.
It was easy to meet Korean students at the campus of the Berklee College of Music in Boston. Some 232 Korean students enrolled among the total 4, 500 students as of this semester. As Korean students distinguished themselves in global stages along with the increased global presence of K-pop, the Berklee College of Music started to hold auditions every November for Korean applicants in Seoul.
Starting from 2011, CJ Culture Foundation under CJ Group signed an agreement with the Berklee College of Music and initiated scholarship programs. CJ Berkley scholarship is granted to five to six students every year. The recipient of the scholarship is determined by evaluating those who need financial support among students with Korean nationality who are expected to enter the music school.
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This reporter met five freshmen who are recipients of the CJ Berkley Scholarship. Choi Min-seok was also one of them. “I looked into living expenses in the United States with my wife and it was quite frustrating, ” said Mr. Choi. “Had I not received the scholarship, I would not have been able to dream with international students.” Kim Han (age 21), who entered the school as a vocal major, wants to study social music activities. “I hope my musical talent to be used for various social issues such as disabled people, sexual minorities, and abandoned dogs, ” said Mr. Kim.For the past four years, before the coronavirus disrupted life in South Korea, Jaeho Lim would head to SJA Music Institute on Saturday and Sunday afternoons to load up a large cart with a five-piece drum kit, a synth, a bass and guitar amps, and a PA system. He’d then push all of it several blocks down a busy street in Seoul, to the spot where SJA students would put on a free outdoor show.
As a senior manager at SJA, Lim wasn’t technically obliged to do the weekend work, but he showed up anyway. It’s a matter of dedication.
“SJA is not just about education; we want to be part of students’ lives, to always encourage them and provide hands-on support, ” Lim says. He wants to help provide a path for these students, to let them know they can make a living in the arts, adding that “the responsibility lies in our generation and to ensure that the next generations do not face the same difficulties as ours.”
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Listening closely to Lim’s words—support, goals, responsibility—it’s clear why SJA Music Institute, a partner school since 1998, has been so successful in training some of the country’s top talent. The school has sent three of South Korea’s five presidential scholars to , and in the past four years alone has had 139 students accepted to the college. Still, SJA’s president, Chang Ho Kim, is aiming higher: “We want to send students to who are even more qualified and talented.”
That’s saying something in a country that’s becoming known for its performing-arts talent. The so-called Korean Wave—the rise of Korean pop culture—started hitting Western shores about a decade ago. After the video for the 2012 Psy ‘00 song Gangnam Style became the first to surpass a billion views on YouTube (to be unseated five years later by Charlie Puth B.M. '13), Korean culture—from music to makeup to movies—has continued to flow into the West.
A case in point: Among YouTube’s most-watched videos within 24 hours, four are from South Korean bands, such as the supernova BTS, the world's most tweeted-about musicians for the past three years. And in February, the South Korean movie Parasite—scored by SJA alumnus Jung Jae Il—became the first foreign-language film to win an Oscar for Best Picture.
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As with Jung Jae Il, SJA alumni are in every corner of this rising Korean Wave. Hyojin Kim is the founder of the popular YouTube channel
, while another alumnus, guitarist Sungha Jung, has 6 million subscribers to his YouTube channel. Ji Won Hwang B.M. ’14, M.A. ’15, the YG Entertainment 2019 tour manager for megagroup Blackpink, says that her time at SJA gave her the foundation to succeed. “I learned the basic principles of music at SJA, ” she says. For this, she adds, “my heart is always with SJA.”
SJA Music Institute was founded as Seoul Jazz Academy in 1995 by Hong Tak Kim, a former bandleader for the U.S. Army in Korea. At the time, the school was the largest contemporary music academy in the country, and focused on jazz. In the years since, Seoul Jazz Academy became accredited as a vocational college and broadened its musical offerings. Today, rebranded as SJA Music Institute to reflect its expanded scope, the school offers a robust array of programs, all taught in Korean, to its approximately 400 students. These include private instruction for individuals, a college-prep program for students looking to study music at a Korean university, a bachelor’s degree program, and an audition-only diploma program largely populated by those looking to transfer to .
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Haein Erin Lee B.M. ’10, M.A. ’13, SJA’s manager of global initiatives and school development, likens the diploma program to being “baptized by music.” The 100 or so students in the diploma program follow an intensive 18-month course in which they study vocal or instrumental performance, film scoring, sound engineering, or songwriting. Only the performance course credits are transferable to ; still, most students are able to transfer between five to six semesters’ worth of credits to Boston, saving a substantial amount of money since they can live at home while studying in Seoul and pay a lower tuition than they would in Boston.
Hyunwoo Han B.M. ’08, the academic chair, says that he tries to give students
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