What it’s like to work in K-pop

Helix Publicity publicist Brittany Press and translator Tiffany Bae speak to Cherry Chu Magazine about the realities of working in the Asian pop industry, as well as offer their career advice to our readers.

From left to right: Tiffany Bae, Brittany Press.

Please note, this interview was conducted before the passing of ASTRO’s Moonbin. The Cherry Chu Magazine team sends their love and condolences to Moonbin’s family, friends, and those at Helix Publicity.

There are so many jobs within the K-pop industry, as well as in the J-pop and T-pop spaces, and they don’t all involve roles in front of the camera. Behind every artist is a team of managers, publicists, translators, and more, all working together to build the best careers for the talent they represent.

So how do you secure one of these roles? Do you actually get to meet idols? And what is the job really like on a day-to-day basis? Who better to answer our questions than publicist Brittany Press and translator Tiffany Bae from Helix Publicity. The agency specialises in representing artists from across Asia including all the K-pop idols currently signed under C9 Entertainment. 

Mastering a career in the Asian pop world

How did you land your jobs as Asian pop publicists?

Brittany: I’ve worked in publicity for a long time, but it took a while to find a place where I could really focus on working with Asian artists specifically. My path getting here was an unconventional one, but honestly, it just took a lot of hard work and time to get to where I am today, so as soon as I was given the opportunity to specifically work on what I’m passionate about, I took it.

Tiffany: I originally joined Helix as a Korean interpreter, then I was offered a chance to become a publicity assistant and to learn more about the career and the industry. I have always been interested in the world of publicity with a personal background in journalism, so I gladly took that offer, and I’ve never looked back.

What does a typical day look like for you?

Brittany: A typical day varies greatly depending on our clients’ activities. It can range from doing media meetings, pitching our clients' comebacks, traveling on tour, attending media days, meeting with clients and potential clients, or any combination of these things!

Tiffany: Usually the main portion of my daily work would be communications and translations. As a lead interpreter, I not only work on my portion of the translation duty but also confirm other interpreters’ work. We take pride in our attention to detail, so that is something I carefully review for all translation and interpretation work. As a publicity assistant, I work with Brittany to ensure we’re on schedule for clients’ comebacks and pitching, to organize various meetings, and many other things. A lot of emails and texts every day, for sure!

Helix Publicity represents boy group CIX, currently signed under C9 Entertainment. Image: CIX Official Twitter, C9 Entertainment.

What’s the toughest part of your job?

Brittany: The toughest part is making all of the schedules work together. When working with Asian artists, they have their own schedules domestically, so ensuring that they can promote in the West and having to work that into their schedules is a challenge.

Tiffany: I agree with Brittany. The time difference between Asian artists and Western media can be challenging and sometimes requires late night work for us, but the main priority is to ensure the scheduling for all sides.

Do you need to speak Korean, Thai, or Japanese to work with artists in this space? What skills does your job require?

Brittany: I would say that if you can’t speak the same language as your clients, you need team members who do, or someone on the artists’ team who is able to act as the liaison between yourself and their team. And more than that, you need to have a strong understanding of their culture and how things work for them on a day-to-day basis and be able to meet them halfway, instead of expecting them to fully change or adapt to the Western market.

Tiffany: I think it would be beneficial to speak the same language and be able to communicate with the clients, but it is more important to understand their culture and help them understand the cultural differences between the East and the West.

Helix Publicity have been part of the team behind FIFTY FIFTY’s success with their latest song ‘CUPID’. Image: C9 Entertainment.

It seems like Helix has had some incredible moments, especially recently with FIFTY FIFTY (congratulations!) What are your personal highlights from your careers so far?

Brittany: Thank you! We’re very happy to be able to contribute to FIFTY FIFTY’s success along with everyone else who has been working really hard to support their activities. As for our other clients and our work, it’s hard to list highlights because I’m overall always very proud of all of the work we do at Helix Publicity. We have supported artists such as FIFTY FIFTY, as you mentioned, but also CIX, MOONBIN&SANHA(ASTRO), Bang Yongguk (B.A.P), Whee In (MAMAMOO), OMEGA X, and so many others.

Tiffany: Honestly, we’ve worked with so many great clients and every one of them is a highlight of their own. The most memorable experience for me was live interpreting Whee In’s interview because it was my first time doing a live interpretation for a K-pop artist. I was a little nervous, but it went smoothly, and I remember I was relieved and excited at the same time after it was finished!

Presumably you get to meet a lot of the idols that you represent. What’s this like? Do you ever get nervous?

Brittany: I don’t really get nervous anymore. After a while in this role, more than seeing the artists as “idols,” you start to see them as themselves — as people. However, I do still get excited when I hear their new music for the first time, or about their upcoming exciting activities!

Tiffany: I always get excited to learn about our clients’ new releases or activities, but I’m not necessarily nervous to meet or talk to them.

What would your advice be to others who would love to follow in your footsteps and begin a career in the Asian pop PR space?

Brittany: Make sure you take the necessary steps to learn your craft. Whether you want to be a publicist, or work in A&R, touring, etc. It’s so crucial to get experience and have the background to work in the music industry effectively.

Tiffany: Since Brittany provided advice as a publicist, I’ll add something as a translator/interpreter. If you want to be a translator and/or interpreter, I would say reading books and watching media in different languages are very helpful. Especially when you’re working with artists, it is crucial to translate and interpret as closely as possible in order to deliver the artist’s message correctly and clearly. Also, carry a notebook and a pen anywhere you go - I can’t emphasize the importance of taking notes enough.

Are there any exciting releases or activities coming up that you can tell us about?

Brittany: I am really excited for EPEX’s new EP, Prelude of Love: Growing Pains. 

Tiffany: Same! I’m thrilled about EPEX’s comeback.

Watch the music video here!

You obviously have your ears to the ground in terms of the Asian pop industry. What’s next for Asian pop in the Western markets?

Brittany: I don’t think that there is a way to really guess what’s “next” for Asian pop in the Western market. There are so many artists coming out this way to promote these days, but I will say I am very happy about how much excitement there is around girl groups, and I hope that continues!

Tiffany: Personally, I love listening to modern music with traditional sounds mixed in. Even though it’s very hard to predict how Asian pop will unfold in the West, I’d like to see more artists with unique, traditional sounds being active in front of the audience around the world.

Finally, what are you listening to right now that you could recommend to our readers?

Brittany: I want to recommend Brooke Alexx’s “I’m Sorry, Tokyo”! I only recently came across Alexx, but I love this song and I’ve been enjoying checking out her discography.

Tiffany: I’m a big fan of 80’s Japanese city pop, and recently I’ve been listening to Akina Nakamori’s songs on repeat. She released so many classics, but right now my two favorites are “Oh No, Oh Yes!” and “Tattoo”.

Note from the Editor in Chief:

I would like to express my thanks to the Helix Publicity team for putting their faith in us as an independent team and for working with us consistently. Thank you for the hard work you put into this industry and into these fantastically talented groups. Despite being behind the scenes, your work doesn’t go unnoticed. We appreciate you. Happy AAPI Heritage Month! 

Edited by Gabii Rayner and Chelsea Cheetham.