By Matthew Fennell

In 2012, Gangnam Style became a global phenomenon, hitting the shores of countries worldwide. Although the song and video was all in Korean, it showed that if content is good enough, it can be successful in North America. Based in Seoul and Los Angeles, Be FUNNY Studios is a digital studio that delivers content that includes collaborations between popular stars in Hollywood and Asia. The studio, working closely with Will Ferrell’s Funny or Die, produces media in both the local Asian-language and English. Co-founder of Be FUNNY Studios, Won Lee, spoke to Asia Society Korea Center via email to talk more about this innovative new project.

1. You were working at Global Creative Content before. What made you want to set up a celebrity-driven digital studio?

Prior to Global Creative Content, I spent the early years of my career at the former William Morris Agency (now known as WME). My mission while at William Morris was to create an agency bridge between Asia and the Americas, but after a long period of 'R&D', it was determined that creating an Agency system to link Korea and the Americas wasn't really a viable business as there was no actual 'product'. I came up with the idea based on my understanding of this ‘product’ and felt Be FUNNY Studios was the solution.

2. What are some of the biggest challenges you faced in launching Be FUNNY Studios?

This is a new model in the Asia Pacific region, celebrities creating exclusive, original content on the web; we are innovating. Because of this, we need to continuously educate about who we are and what we do; we are not a TV channel or show. This has been a challenge for us. There are also business challenges that all startups face. We are continuously learning and everyday we face and overcome new challenges. This is exciting for us, whether it is challenges on the corporate governance front or investor relations front. Anything and everything is a challenge. 

3. How did you develop a relationship with US based Funny or Die?

With the idea to create this digital studio, through research I found that the only company in the world doing this, and doing this right, was Will Ferrell's Funny or Die. The thought was to create a 'Funny or Die for Asia'. I developed a brief PowerPoint presentation and from here, I got in touch with a former colleague that was now an executive at Creative Artists Agency (CAA). It was also in this meeting where I also met my now co-founder, Chris Lee, who went from representing me on the CAA side, to eventually joining me as a founder of Be FUNNY Studios.

I presented to CAA and they were on board. They introduced me to the CEO of Funny or Die, and after a number of discussions, the CEO asked what I needed to make this happen. My response was that I needed to understand his operations and the culture of Funny or Die from the ground up. From there, I spent a good part of 2012 as an 'Entrepreneur in Residence' or better put, an 'intern' at FOD and developed the relationship we have now.

4. How do you attract top talent from both the Asia Pacific and the United States?

Our co-founding partner companies, Funny or Die and CAA both help in this aspect. These 'Blue chip entertainment companies', with their working history, relationships and influence, help us attract top talent from around the world. Another big plus is network of relationships from the co-founders, Chris Lee, Ho-Sung Kim and me. Chris as a former CAA executive, myself as a former William Morris executive and Ho-Sung Kim as a producer, all have unique relationships and experience that we activate and execute on.

5. What are some interesting upcoming projects that you have planned with Be FUNNY Studios?

It's a secret. If I tell you about one of our next projects, it is no longer a surprise and surprise is an element of viral. If you haven't yet though, you can check out one of my favorite shorts we've put together, with Byung Hun Lee and Sean "Diddy" Combs, called "Rush Hour 4 / Face Off 2", which is basically combining both movie franchises into one sequel.

6. What would be your advice to people wanting to start their own company/business?

If you aren't passionate about it, don't do it. The highs of creating a business are great, but it is the passion that will bring dedication, perseverance and will get you out of the lows that every entrepreneur faces.
 

* Matthew Fennell is Asia Society Korea Center's Contributing Writer.