MU:CON Startup Showcase Series
Ministry of Culture, Sports and Tourism
Period
2022-2023
Format
Business Showcase Series
Location
Seoul
Overview
A documentary-driven promotional film spotlighting 10 high-potential music & entertainment startups
Thematic
Startup Stories That Amplify Innovation
What We Did
Multi-Brand Documentary Series Production
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.
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From the Team
"Ten companies, ten different stories—yet we needed to connect them through one coherent visual language. The key was acknowledging the uneven realities of startup life while using video's power to level the playing field, ensuring every company received equal opportunity to shine."
Yoonseop Kim
Director
Credit
Director
Executive Producer
Assistant Director
Cinematographer
Yoonseop Kim
Minseok Kim
Shiheon Lee
Seungchan Baek
Credit
DirectorYoonseop Kim
Executive ProducerMinseok Kim
Assistant DirectorShiheon Lee
CinematographerSeungchan Baek
