K

orean variety shows have been one of the tentpoles of Korean television – there’s nothing like watching someone get dunked into a pool, or racing against the clock to complete a mission, both of which happen equally often on-air. These shows are typically comprised of a mixed cast industry veterans and rising talent, across a large pool of actors, singers, comedians, models, you name it. An exception: as K-pop groups gain more of a following, the group as a whole could be cast in their very own serialized variety show, a capital-v-very-big-deal moment that could catapult the group into the spotlight.

I set out to complete the circle: if fans are ultimately the ones that fuel the creation of these K-pop-based variety shows, and fans are the ones consuming it — why not have the fans be a part of creating it too?

In 2016, I flew to South Korea to meet with 9 members of a K-Pop boy band, Topp Dogg. With two cameras and a handful of local staff, we created “Topp Dogg: All-Kill,” Soompi’s first foray into original content. The resulting 10-episode series, which incorporated all fan-submitted missions and games, crashed the Soompi website during launch.

While the show was on-air, we managed to:

  • Break internal records by becoming the #1 show in overall watch-time on the Soompi YouTube channel
  • Become a globally trending topic on Musical.ly (now Tik Tok), with over 11,000 submissions from fans to become a part of the music video to the show’s theme song

  • Host screening parties for the first episode of the series with fans in both Korea and Canada (over 300 fans were in attendance!)
  • Make fan engagement the centerpiece of our marketing – we hosted a dedicated Twitter channel with daily fan outreach (generating an incredible 21.1% average engagement rate)

This project would not have been possible without the help of Hunus Entertainment, Soompi editorial staff, and all of the fans who showed us so much love over the course of the show’s run.

Topp Dogg, All-Kill

Roles: Producer, Editor

In 2016, I flew to South Korea to meet with 9 members of a K-Pop boy band, Topp Dogg. With two cameras and a handful of local staff, we created 10-episode unscripted variety show “Topp Dogg: All-Kill,” Soompi’s first foray into original content. As showrunner, I filmed and edited the entire show and its library of content, launched a dedicated microsite and Twitter channel, standardized a brand identity across all assets, and established the go-to-market strategy.

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