Kathy Bibang, Wayne Fu and Kyungwon Lee: “Digital Marketing and Talent Management Strategies in the Entertainment Industry” (COB)
Korean pop supergroup BTS launched an animation-driven live stream on YouTube that showed a pat of melting butter, a 60-minute timer in the corner and background noises like eggs frying and coffee cups clinking. A #WhatsMelting hashtag followed. At the end of the hour, nearly a million curious people watched as the group announced its song “Butter,” which went on to top music charts worldwide. That’s just one example of how the Korean entertainment industry successfully uses digital marketing.
College of Business junior Kathy Bibang is a fan of both K-pop and marketing — and a SURE project this summer helped her learn more about both. Wanting to get insight on how digital marketing and talent management strategies can increase market presence through various platforms on a global level, Bibang conducted a comparative study on two major entertainment corporations: HYBE (BTS’ promotion company) and the Walt Disney Company.
“We analyzed the respective companies’ approaches when it comes to talent attraction and recruitment, performance review, growth and development, and rewarding artists/employees, as well as their search engine optimization, content management, and social media monitoring,” she says. “This research experience has helped me learn how to systematically and critically evaluate corporate strategies and make useful suggestions.”
Fu said Bibang’s dedication to the topic and work was impressive. She searched a wide spectrum of information, digested and synthesized data systematically, and practiced sharing the findings effectively. “The work she did on the project truly reflects how much she loves digital marketing, talent management, K-pop and the entertainment industry in general,” Fu says.