Lee Soo Man began exporting Korean to the rest of Asia 14 years ago, and is the founder of SM. He described a three stage strategy for promoting K-Pop and its business model. He said: "I will make the K-pop business model the standard of the global music industry."
The first stage is creation of media by Korean producers, directors, and artists, then exporting it overseas.
The second stage is creating brand names of Korean, as well as foreign origin, and selling their products globally. Both Koreans and non-Korean artists would build up worldwide, their names, then export their songs and videos to the rest of the world. According to him, the current Hallyu movement is currently at the second stage, as SM seeks to move beyond just Korean entertainment.
In the third and final stage, Lee says: "We will see consumers placing more importance on who made the product, rather than which country the product came from... In the third stage of the expansion of the Korean Wave, a Chinese artist can become a star, but that star will be the result of SM Entertainment's efforts." The third stage would include SM making business deals in other parts of the world, to establish artists beyond East Asia.
>www.gokpop.com
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