"Jeong Byeong-gi, CEO of Modhaus, who created the 24-member girl group tripleS.
"Will they really debut? And even if they do, will they be sustainable?"
These were the questions many people had three years ago when it was announced that a 24-member girl group would debut. tripleS is a whopping 24 members. This went against the recent trend of having fewer members, like Blackpink and Aespa (four members). There were even rumors in the music industry that the production process would fall through. However, those doubts have now been put to rest. tripleS has topped the charts with three songs, including " Girls Never Die," and is still cruising along, having released " Christmas Alone " last month. Not all singers can be BTS or Blackpink.
The one who proved a seemingly reckless project into success is Jeong Byung-gi, CEO of Modhaus. This isn't his first unconventional experiment. Seven years ago, he produced LOONA, which was a hot topic as a "10 billion won project." They gained attention by debuting one member each month and then debuting as a full 12-member girl group a year later. Having recently published a book, "The Sense of Planning," which captures his thoughts as a producer, I met him at his office in Cheongdam-dong, Seoul, on December 18th of last year.
Q: Why did you create a 24-member girl group?
A: "I wanted to give fans a variety of experiences and fun. That's why I wanted to create a team like Lego, where various scenarios are possible. But wouldn't it be difficult if there were only four or five Lego blocks? That's why we needed a 24-member group. Within this group, we could create a girl crush girl group with six or seven members, or a team like Kara with five members. Unit combinations create new opportunities. In existing groups, once a fixed role like the center is assigned, it's difficult to shake things up. However, Triple S has many opportunities thanks to its diverse unit activities. A previously underrepresented member might stand out this time. And that creates a growth narrative."
Q: How are units structured?
A: "It's created through fan voting. We have a self-developed app called 'Cosmo,' and through this voting process, we call it 'Gravity , ' not only do we decide on the unit compositions, but we also select the title song, teaser video, and much more."
Triple S has released albums with 15 different unit groups, including the eight-member LOVElution. The group has released a total of 26 albums over the past three years.
Q: We're a 24-member group and produce a lot of albums. Is monetization possible?
A: "There's no major problem. Cosmo collects and trades member photocards, called "objects . " The members can use the income generated from these activities to generate revenue beyond just performances and album sales. To stimulate this exchange economy, we needed a multi-member group, not just four or five. We also recoup our album production costs through the sale of "objects" on Cosmo. This is why we can produce so many albums. To put it bluntly, Triple S could survive even if our albums didn't sell."
There is a 'threshold' to understanding Triple S. This is because they are given a unique worldview and name. These experimental attempts are aimed at maximizing the fandom for self-sufficiency. They are devices to maximize the fun and participation of fans. CEO Jeong explained, "The idol industry often jumps in chasing a 'big hit,' but not everyone can become successful like BTS or Blackpink." He added, "I wanted to create tripleS as a sustainable girl group through a system without relying on such narrow odds."
Q: In the book, you said, “From the beginning, tripleS set a standard that they would not look at singing and dancing skills.”
A: “Appearance is important, but charm is the most important.”
Q: A high level of dancing and singing skills are required to debut in a girl group.
A: "That can be acquired through practice. Seoyeon, the first member of tripleS ( S1 ), had never learned to dance or sing, but we recruited her because of her charm. It took her nine months to debut."
CEO Jeong, the CEO and producer of Modhaus, was born in 1979. Although he is one of the younger producers in the music industry, he has been in the industry for quite some time.
Q: How did you get started in the music industry?
A: "It all started when I worked as an employee at Seo Taiji Company in the early 2000s. There, I learned how the music industry worked. After that, I joined JYP Entertainment and worked on productions for groups like Wonder Girls and 2PM, as well as Lovelyz, Infinite, and Heize."
Q: My highest level of education is a high school dropout.
A: "It wasn't an accident (laughs), but I just felt like I had nothing left to learn at school. I was a bit of a childish kid, but after that, I gathered some good-looking friends who were musicians, borrowed money from my mother, and formed a five-member high school band. We even rented a small theater in Hyehwa-dong and performed. Back then, I believed that if I formed a good band, I could immediately debut in the music industry, but that didn't happen."
Q: How did you end up working at Seo Taiji Company?
A: “ I started posting a lot about music on PC communication (HiTel) in the late 90s , and I started getting some attention there, so I got a call.”
Q: What are your plans for the future?
A: "We're planning to launch a boy group. It's called idntt. This time, it'll be 24 members.
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