As an A&R (artists and repertoire), Michelle Cho (‘07, Division of International Studies) participates in various fields of K-pop, such as discovering artists, producing music, and promoting them. She is building her career at an impressive rate by working with many popular K-pop artists such as Kai and Baekhyun from EXO, a popular boy band, and Wanna One. She also contributed significantly to the activities of PRISTIN. Cho has been active in her career as an A&R, composer, and lyricist.
About Cho Michelle
After majoring in international studies at Korea University (KU), Cho earned a master’s degree in education at Harvard University. Originally, she dreamed of becoming an international education policymaker, but her deep interest in music changed her goal. Cho used to work as an international A&R for SM Entertainment, but now she operates her own company, Singing Beetle. Her passions were not limited to K-pop and the music industry, however. After majoring in international studies, Cho has continually been invested in international issues. Last year, she was even selected as one of the leaders at The Obama Foundation Leaders Asia-Pacific Program, which is a program that aims for leadership development and community engagement of leaders from Southeast Asia, Northeast Asia, and Oceania.
GT What was your motivation to become an A&R?
Cho I always wanted to do music. However, I did not think that I had the talent to become an artist. Also, I thought there were too many external factors that I could not control if I were to choose the path of an artist. So, I did not have the courage to take on the challenge. After entering graduate school, however, I decided to give music a try, especially as I watched K-POP STAR, a reality TV competition series that was a big hit at that time. As I watched participants chasing their dreams regardless of age, I was also eager to chase after mine. So, I looked for jobs in the music industry and discovered the job of an A&R. Although I had no professional training for music, music was an inseparable part of my life. I always loved music, listened to it a lot, and thought the job of planning different artists’ music was just amazing. From then on, I planned on returning to Korea and applying for a position as an A&R as soon as I completed my degree.
GT What qualities are required to become an A&R?
Cho The most important, of course, is the understanding of music. You should not only enjoy music but also understand it deeply. It doesn’t necessarily mean you should have expertise in areas such as harmonics, instrument playing, or composition. The experience of listening to various types of music and organizing them by your own criteria can be helpful, such as thinking about the characteristics of different artists’ works. Also, people skills are essential. Surprisingly, A&Rs meet a lot of people and manage the networks of composers and publishers to assign projects to the right people. Since A&R is expected to keep a good relationship with many people and get great music from composers and lyricists, people skills cannot be ignored.
GT Do you have any memorable campus experiences at KU? Did your school life have any influence on your career as an A&R?
Cho What influenced me the most was the debate club I joined at KU. I was a member of the Korea University Debate Club (KUDC). As the president of the club, I made the Korea University Debate Championship (which is now called the Korea Debate Championship) and participated in a lot of international and domestic tournaments. I kept good relationships with my fellow debate club members, through which we could maintain a tight-knit community. I also acquired logical thinking and analytical skills, which I find very useful because, in my opinion, one of my strengths as an A&R is my analytical skills. Since I always think about the artist’s styles, the composition of the song, and the aim of the company when I work on music, I am able to give critical advice to composers that I work with.
GT What is the background to the foundation of Singing Beetle? Is there a meaning behind the name?
Cho The name Singing Beetle is inspired by one of Aesop’s fables, The Ant and The Grasshopper. However, I intentionally used the name Beetle instead of Grasshopper in order to give the name simplicity. In the story, the ant is the diligent one, always working hard, and the grasshopper is the lazy one, so when winter comes, the ant pities the grasshopper and shares its food. The lesson of the story, therefore, is ‘work hard like the ant.’ However, I had a different perspective. The way I saw the story was that the grasshopper is not just playing around being lazy, but rather singing a song
for the working ant so that it can be more energized for work. Therefore, the food the ant gives the grasshopper is a form of compensation for the grasshopper’s labor, its music. Singing Beetle values artists’ livelihood because as they do their jobs of bringing joy and consolation to people through music, they should also be paid to continue their activities. I want Singing Beetle to become a company that can help artists develop sustainable, authentic artistry.
GT What values and visions do you have personally apart from your job?
Cho I want to become a person who always has a positive impact on the world. For now, since I am involved in the music industry, I want to give people joy and consolation with music. This principle will not change no matter what I do from now on.
GT Do you have any advice for KU students who wish to become an A&R like yourself?
Cho Listen to various kinds of music and think about them deeply. It would also be nice to find your own taste of music. K-pop is a combination of many genres of music, so I advise you to broaden your musical spectrum by listening to a diverse array of music rather than listening to only popular songs.
