[Interview] Soyoung Lee, CEO of Saram Entertainment: "The Skill of Seizing the Right Timing Demonstrates True capability"

Soyoung Lee, CEO of Saram Entertainment, originally worked in advertising and marketing. Unlike products, which have clear limits, she focused on the competitiveness of "people," who can grow continuously in a favorable environment, and entered the management industry. Recently, she has been managing actors like Hoyeon from Squid Game and Minha Kim from Pachinko, who have made significant impacts on the global market. This has drawn the attention of foreign media, leading to interviews with her. I met Soyoung Lee at Saram Entertainment's newly relocated headquarters in Cheongdam-dong.

- The number of actors under Saram Entertainment has surpassed 40.

Since our actors are actively working in various pipelines, it doesn't seem like we have many. They work in different areas, so even industry insiders are surprised, saying, “When did you gather so many actors?” (Laughs) We don't just take in actors who seem likely to succeed. We assess their unique identity and decide how to brand them before signing anyone.

- As someone with a background in marketing, your approach to scouting and managing actors seems different.

When I first meet an actor, I don’t make a contract decision immediately. I spend a long time understanding their dreams, desires, and individuality. After extracting their inherent beauty, we set it up for branding. Although the simulation and imagination of the overall plan take time, deciding the details becomes easier. Also, actors who advance slowly may survive longer. Actors who share this philosophy tend to stay with the company longer.

- It seems that the initial blueprint you create heavily influences project selection.

We look for compatibility with the brand we envision for the actor. The actor should be able to pursue the roles they desire, while the company uses various processes, including promotion. From the project decision stage, we hold numerous meetings to pivot new concepts. Even for appearances on variety shows, we consider the combination of the actor and the host's characters, timing, and other factors to strategize. A small misstep can cause cracks in the overall image. We invest a lot of effort in building every detail, including the actor's emotions, philosophy, environment, and vision. This solid identity forms the foundation of star power and is not easily shaken.

- The entertainment business has many unpredictable external risks. How do you handle it when you need to revise your plans?

Sometimes we have to discard plans entirely. (Laughs) I believe that if both the artist and I are ethical, we can eventually resolve issues. The key skill for a management company CEO is risk management. But since we plan with a 10-year outlook for the actor, the basic structure and ultimate goals are clear.

-The pandemic must have introduced many variables, such as delayed theatrical releases.

Just before the pandemic, I had a seminar at the Busan International Film Festival with actress Hanee Lee and David Unger, CEO of Artists International Group. We discussed expanding into the global market. Whenever we went to the U.S., we handled 20-30 meetings to understand their culture, thoughts, and communication styles. From that experience, we learned the importance of OTT series and actively involved our actors. Thus, during the pandemic, Saram Entertainment actors could continue working.

- How did you connect with Hoyeon of Squid Game and Minha Kim of Pachinko?

They are very different cases. Models walk with the designer's inspiration, and they know how to appeal with charm and good sense. When I was expressing a desire to recruit such talents, I coincidentally met Hoyeon at an event. She had a good voice, so I arranged a meeting the next day. Minha Kim was already cast in Pachinko when we met. Curious about who played Sunja, I observed her during our meeting to understand her unique qualities.

- Hoyeon's audition story for Squid Game is quite dramatic. 

I was eagerly anticipating who would play Sae-Byeok in Squid Game and heard about it while Hoyeon was under contract for fashion shows abroad. I was exploring her potential while waiting for a good project. I sent clips highlighting her emotional expression to director Hwang Dong-Hyuk and requested an audition, saying she had no acting experience but could perform well. Hoyeon audaciously canceled all her overseas schedules to audition in Korea.

- After the success of Squid Game, she began her international career at the perfect time. 

Everything depends on timing. The skill to seize the right timing shows true capability as a marketer. We continuously optimized schedules by gathering information and arranging meetings with global agents and production companies.

-You had a global team in the company since five years ago, indicating systematic preparation for international expansion.

I've always wanted to establish a U.S. branch for Saram Entertainment, and it's a future goal for the company. To ensure recent success is not a fleeting phenomenon, we need to invest in systems and secure investors who recognize genuine industry efforts. Instead of directly partnering with local firms, we could collaborate with Korean companies that can enhance our competitiveness in the U.S. The emphasis on Korean reactions abroad reflects trust in Korean preferences and capabilities. A solid base camp in Korea is crucial.

Actress Yeri Han on CEO Soyoung Lee

“During my early days, when I knew little about acting, CEO Lee tirelessly promoted my potential in five-hour meetings with directors and producers. Her passion for work, love of learning, and discussions nurtured many actors. Above all, she is incredibly loving. She cares deeply about people, which allowed me to thrive. She constantly contemplates how to nurture each actor, adjusting water, humidity, and sunlight levels. Amidst the content overflow, she discerns quality and envisions the future of Korean entertainment, ensuring a great leap forward for actors. I have no doubt about it.”
 

Original Article : http://www.cine21.com/news/view/?mag_id=102032&utm_source=naver&utm_medium=news