"UTA's Strategy in KPop Demon Hunters' Success Boosts Asian Expansion Ambitions, Showcased in Busan"
In a bold move to expand its global footprint, United Talent Agency (UTA) is deepening its roots in Asia, aiming to become "a true partner to multi-hyphenates all across the region." This shift goes beyond traditional film and TV representation, encompassing music, brand partnerships, and corporate consulting.
David Park, UTA senior partner, is spearheading this ambitious expansion, viewing his work as both business and legacy. As a South Korean immigrant, Park is leveraging his unique background to champion Asian talent and stories with global appeal.
One of Park's high-profile clients is director Na Hong-jin, known for his gripping films like "The Wailing." UTA is currently working on U.S. adaptations of Na's previous works, including a Fox Searchlight deal for "The Wailing" as a global TV series. Another notable client is Lee Byung-hun, the star of the hit Netflix series "Squid Game," and Japanese auteur Hirokazu Kore-eda.
UTA's Asian strategy is built on comprehensive representation across multiple mediums, consistent presence, and championing authentic stories that resonate globally. This approach is evident in the success of "KPop Demon Hunters," an animated film that has dominated global streaming charts and reshaped the music industry.
"KPop Demon Hunters," directed by Maggie Kang, exemplifies UTA's strategy of supporting Asian stories with global appeal. Kang, an animator and collaborator with David Parks, spent seven years on the project, creating a deeply personal tribute to Korean culture that resonated globally. The film achieved a remarkable feat, with four singles in the Billboard Top 100, joining only "Saturday Night Fever" and "Waiting to Exhale" in this prestigious club.
UTA's cross-medium approach is also demonstrated in their work with K-Pop groups. They helped secure K-Pop group Twice for a song near the end of "KPop Demon Hunters," showcasing their ability to bridge the gap between different platforms.
Park believes that K-pop idols have a unique level of commitment, able to make things happen with their determination. This commitment is evident in the success of "KPop Demon Hunters" and UTA's plans for Asia, which involve exploring opportunities in markets like the Philippines, Vietnam, and Indonesia, focusing on music and cross-medium talent.
The Busan event has evolved into a cross-industry networking event, bringing together executives from film, TV, music, fashion, and brands. UTA is making a statement of their commitment to the region by being the only major Hollywood agency throwing a significant party at Busan.
Park advocates for more "hybrid" content that blends cultures without necessarily requiring the English language. He cites "Shōgun" and "Tokyo Vice" as successful examples of this approach. As UTA continues to expand in Asia, we can expect to see more of these culturally grounded stories with global appeal.
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