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During a survey done in a fandom interview, Cube Entertainment was chosen as the ‘Good Agency‘ by having the most votes.
Cube Entertainment was established in 2008 August and is currently house to singer-actor Rain, BEAST, 4minute, G.NA, BTOB and many more artists. Most of the artists holds strong popularity and are also artists that ventures across nations to raise the KPOP awareness. Girl group A Pink too, were also trainees under Cube Entertainment before their debut.
With the potential it has raised through BEAST, 4minute and BTOB, Cube Entertainment are about to make its debut on the KOSDAQ listing on April 9th. Also, it was revealed that they are preparing for a new 5-members girl group, CLC’s debut.
The attempt was proudly stemmed from the company’s employees and trainees. After looking into Cube Entertainment’s system, I felt strongly that now, it’s not artist benchmarking, but rather, it should be system benchmarking that is required.
The most unique point about Cube Entertainment (short as Cube) system, is in its humanity education. It is not just any humanity education, but one that incorporates many aspect of humanity. Including the basic psychological consulting, it also teaches on sex education, SNS etiquette education, global etiquette and many more, as well as doing long term charity activities.
It’s not just any paper-work humanity education, they also provide practical opportunities with spontaneous activities. In fact, in BEAST’s case, they have been secretly carrying out charity works for SeungGaWon (an organization for disabled children) for more than five years. Following artists’ footsteps, fans for these artists also started charity work, thus fueling the continuity of the ‘Miracle Project’ (a movement for mentally disabled children).
Trainees too, are highly encouraged to go to nursery schools and centers to donate their talents as part of the charity work.
Companies and artists’ strong trust relationships are also built up through humanity education. Disputes between artists and company are often due to a lack of trust.
In order to prevent any discords and to foster a strong trust relationship, Cube provides trainings for their staffs.
A representative from Cube explained, “In the company, there are staffs that do his/her various roles. To show our respect and to increase their understanding in their roles, we would often hold lectures for them” and, “We don’t just do it after the artists have debuted, we do it even before that.”
Although the success of an artists depends very much on his/her talents, staffs’ hardworking support too, is essential to form a mutual understanding.
Personalized training is yet another strength of Cube. Although trainees are required to learn the basics, such as dance, singing, acting, linguistic skills, Cube often are supportive towards trainees’ strength and interest.
Cube representatives explained, “The training process is a process for trainees to rediscover their very own talent” and, “Although the basics are important, there are many trainees who are uncertain of what potentials they have. The Talent Development Team plays a role to discover the talents of these children.”
Cube’s personalized training and free training atmosphere switches on the spontaneity of trainees.
The representative expressed, “We would first ask trainees to produce songs even before trainees know they can. At every month end, they could show it to anyone in Cube. Normally, people would think that the evaluation song selected would be those routinized cover songs, but in Cube’s case, trainees really do have to try out many various missions. This is to build up their creativity and spontaneity.
Cube also hold weekly evaluations. During these evaluations, trainees are required to participate in stages and even lighting production. These are opportunities for them to unleash their creativity. While honing their skills, Cube also tries its best to gives spontaneous trainings.
Other than this, trainees were given lectures on acoustic and on how to use mics, helping them to build interest in specialized lessons. Lately, in order to segment lessons through music genres, Cube has started their first step in the early audition stage. Cube artists audition are not limited to just raps and blind vocals, but also on trot auditions as well.
The representative expressed, “We will give something that participants will never thought about. With this, rather than showing what they have prepared, it’s important to also see how they adapt to something different. You will see the best of them when they are the least prepared.”
In fact, one of Cube trainees , Kim HyoJong-gun, who has trained for two years revealed, “It’s not like all of us take the same lessons. The lessons we take match to each individual color. We take lessons that we want or one that we suits the most. When I first started out, I just wanted to be a celebrity. But entering here, I learned music to its core. I started producing, singing and expressing to the song. This is what really makes me want to be a singer,” expressing his thoughts on his very own transformation.
Cube’s style of personalized training could be seen through artists who are promoting right now. BEAST, 4minute, BTOB, all of them released self-composed songs and have shown a wide knowledge of music.
In BEAST’s case, member Yong JunHyung took on a lead role in producing the whole album of BEAST. Last year, Yong JunHyung produced title tracks ‘Good Luck’ and ’12:30′ that have bagged 19 trophies on music shows. Those are present gifted from their trainee period.
LIFE AFTER 7 YEARS
Most of the idol artists sign a 7-years contract. That’s the longest contract period set down by legal authorities to avoid the controversial slave contracts.
“It is the role of the company to help them to groom into a better adult”
Cube emphasizes on the life after 7 years as well. Ahn HyoJin, marketing team leader expressed, “President Hong SeungSong often talks about (their) life after 7 years” and, “After 7 years, what should they do. Those are the aims of our company. Since trainee periods, they were given opportunities and support at a young age. And that will help to further develop artists as they go on.”
He continued, “Artists contract spans for 7 years, during this period they do what is required. 7 years later, the training process that they had gone through will help them to decide on their pathway. It’s the company’s role to raise the youngs to be a better adult, rather than just to be an artist.”
Cube stresses on humanity, spirit and passion.
Ahn HyoJin marketing leader delivered, “During their trainee times, if those were 40%~50%, then the rest shall be perfected after their debut” and, “The training period equips them with what they need so to grab a sense of what its like before debut. Humanity, spirit and passion should be there in whatever they do. It’s not that the strongest will live. It’s the living that are the strongest.”
Their life after the 7 years period are also part and parcel created by both the artist and the company. Cube is not just a short-term company that aims for mere debut, but they also showed a diligent look to produce good contents and also till the extent of taking care of idols’ future. Having such philosophy and practicality is what that creates the passion within these children.
Ahn HyoJin Marketing Leader expressed, “I’ve seen many talented, kind and seemingly would do well children to leave the company as they couldn’t pass through the hurdle. It’s not just about doing well. We would like to see children with strong determination and courage to be in our company.”
As I was covering on Cube’s system, the statement that left the deepest impression was, “As this is a place like school, like house, like a workplace, so, you should fill up wherever lacking.”
Trainees are mostly in their 10s~20s, the golden age of a person’s life. They are young students who invested their time in hopes to be a celebrity. Those in their teens, who were initially just attending schools, are accumulating precious experience to produce promising results through Cube’s very own humanity education system.
A representative said, “In order to raise a star, to create a gateway to success, it shouldn’t be just equipment, but it is the process of raising these children to bring joy to other people that is important.”
Cube’s system has already gained recognition from worldwide. Thailand superstar James Ji, too, went to Korea and accepted Cube’s training system despite already a star in his homeland.
“What is the ideal humane system for Cube?”
Cube expressed, “Every time they dreamed that their first stage would be the most successful stage. But rather than becoming a singer because they love to sing, isn’t it more important to have system that would influence their thoughts, on why they want to do it, how they want to do it, what they want to do?” and, “At the end of it, it is the goal to gain recognition that is the most important. In Cube’s case, even with that goal, we are a company with great success record. It is important to fulfill the satisfaction of artists themselves. We are a company that hopes that the more they are satisfied, the greater their competence can be raised.”
Every year, many teams of idols make their debut. But only a few made it successfully. Not everyone can make it. There are even more that were scarred because of this. Ahn HyoJin marketing leader gave his two cents to those who wish to be a singer.
“I hope that they don’t take it easily. I hope they don’t come here thinking that they look fine and comparable with celebrities. The most important time of life, is the moment when they begin it. I really hope that all children here will be able to do well. A celebrity by itself is public figure that can exert an influence on the society. And because of this, they have to bear the responsibility and should not take any of it lightly. They have to be responsible for every action. Also, I hope these children could come here with a dream. Not just a one-hit dream but a solid dream to show the look of an artist that knows how to carry him/herself on stage. That is the way to continuously satisfy oneself. Children with their goals should come. I’ve seen way too many children who have the potential, the kindness and seeming may do well but chose to leave because of hardships. It’s not just something that you will be successful once you do it. There must be determination and courage to come with it.”
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