Sit down with Yejin Choi by Jake Tartaglia
What makes Channel Candy stand out is their refusal to play by the rules. The Seoul-based collective isn’t just about concerts—they’re about creating raw, unforgettable moments that turn strangers into fans and friends. With a small, fluid team and a hip hop–rooted DNA, they embrace honesty, speed, and instinct over hierarchy.
For Yejin Choi, who leads communications, it’s never just about being cool—it’s about strategy, timing, and impact. Inspired by cultural disruptors like Ye, Channel Candy sees itself as outsiders, building a platform that connects community and culture in ways that feel real, emotional, and impossible to ignore.
Vultures Listening Experience shot by Alonzo Herllerbach
Channel Candy’s been popping up more and more in conversation—how would you describe what you guys do as a collective or agency?
We have done some of the biggest concerts in Korea recently, but we are not just concert promoters. A “concert” is the most important moment where the audience and the artist meet. Our first innovation point lies here: instead of simply setting up a truss stage and putting on a show, our goal is to create meaningful moments with a story—moments that connect the audience and the artist in the most impactful way.
Since you’re such a small team, how do you all divide roles—or is it more fluid and collaborative?
Only 8 people, so it’s very fluid. We don’t have super-designated roles. If something happens, it’s very much all hands on. The important point here is that every decision is made quickly, simply, and with a focus on values. If there’s anything that hinders creativity, we eliminate it right away—allowing us, though small in size, to achieve great efficiency.
You said you mainly do comms—what does that usually involve on a day-to-day?
My day is not routine; it is project-based. If we have a show on July 26th, then I will make a monthly schedule starting from the show date, working back. I deal with media, creators, editors, journalists, and any other people who are involved. I have to make many changes throughout the time. I have to write, post, make visuals, and communicate between business to customers and business to business.
Do you find yourself covering multiple roles when working on projects? What’s the most unexpected thing you’ve had to take on?
Dealing with customs regarding merchandise. In Korea, the transaction system is very consumer-centered, which makes it one of the most sensitive and challenging aspects to deal with.
Channel Candy has a super specific visual and cultural vibe. How would you describe its creative DNA?
Our branding approach is very straightforward. We keep our own branding clean and minimal, so that any artist who comes in can fully express their own creative vision.
Where do you and the team pull inspiration from—fashion? art? internet culture? something else?
Shaun the CEO, is influenced by his younger times when he lived in Canada and New York.
And I am personally inspired by Ye because I’ve been a longtime fan of him. He’s not just a music artist. He does a lot of cultural movement. When someone says no to him, he still figures it out, and that’s very inspiring to me. Ye just creates new games and new rules. This is what Channel Candy tries to do. We want to be a rule breaker.
The recent show in Seoul definitely turned heads—what part of the process were you most involved in?
PR and marketing, but to be more specific, I was very careful and precise about the message we were sending out.
As a team, how do you approach building experiences that feel unique but still true to your identity?
We are not systematic. Shaun is very fast-paced and flexible. I can say whatever I want and be honest about how I feel regarding projects and vice versa. There isn’t a hierarchy. Free opinions.
Do you think there’s something unique about how Korean creatives are shaping global culture right now?
Korean people have an instinct to survive. We need to survive.
How do you think Channel Candy fits into that bigger wave of Korean influence in fashion and art?
We do not fit in. I feel like we are outsiders.
What kind of projects or collaborations would you love to do more of in the future?
I would love to do more fashion-related projects. Like the 424 runway show that we did the streaming for. Food and design, living, architecture. Fashion is fashion, but I want to do something more related to life essentials.
If you could evolve Channel Candy into any format—an agency, label, platform—what would it be?
We are aiming to be a platform, and a platform isn’t one-sided communication. It’s more two-sided, and we want to make a community where everyone can get involved.
What’s been your proudest moment since joining the team?
I saw fans crying at the show, and I’ve never seen fans cry in real life. To think we were the ones that made this happen is crazy. It feels so great to see fans’ comments on videos saying that they feel inspired or find motivation in their lives through these shows.
What do you feel people misunderstand about the type of work you do?
In Korea, people often think that pursuing something niche means you can’t create marketability. But we believe that we can create it, and that in the end, we will.
Any advice for people trying to get into this kind of creative scene?
Just send dm, send an email, reach out to anyone you want to work with. I contacted Shaun and told him I have pr and communication skills and would want to help. Everything is possible. Why not you? Why not us?
