MU:CON Startup Showcase Series

Context

MU:CON (Seoul International Music Fair) is Asia’s largest global music industry platform, hosted by the Korea Creative Content Agency (KOCCA). Held every September at the Grand Hyatt Seoul and throughout the Hongdae area, the event strategically supports Korean musicians and music industry professionals in expanding into global markets through international showcases, business sessions, and B2B matchmaking programs. This project was launched with the goal of producing branded feature videos for music and entertainment startups with strong potential in technology and cultural content—ultimately creating promotional assets to support their entry into the global market.

Challenge

The participating companies varied widely in size and stage of growth—from unicorn-level startups to solo founders. We needed to present this broad spectrum with consistent brand quality and polished content across the board.

It was essential to communicate each company's unique technological strengths and business model in a way that was clear and accessible to both general audiences and potential investors. At the same time, the content had to be developed in both Korean and English to support global market engagement. Above all, because the videos were screened onsite at the MU:CON Business Fair, it was critical to create strong visual impact and drive audience engagement from the very first moment.

Solution

To bridge the gap in company scale, we developed diverse graphic elements and dynamic visual compositions. By applying custom-designed graphic packages tailored to each brand’s concept, we ensured a consistently high level of visual quality regardless of company size. Complex technical content was simplified through clear storytelling, while key innovation points were strategically highlighted. We also incorporated real user interviews and product demonstrations to enhance the credibility of each piece. As a result, the videos successfully captured the attention of both attendees and investors at MU:CON, contributing directly to the participating companies’ business outcomes.