Beyond the Screen: The Vision Behind Astory’s Hit Dramas #01
A few weeks ago, I had the chance to join the Creativepreneur Summit 2024 in Jakarta, where Lee Sang-Baek, the CEO of Astory, producer, and a brilliant mind behind some of South Korea’s most captivating and acclaimed dramas, shared his point of view on the ever-changing landscape of global OTT (Over-The-Top) content.
You may know their work; think “Signal,” “Kingdom,” and “Extraordinary Attorney Woo.” His story was an eye-opener, mixing wit, wisdom, and a few surprises. Which is to say, making a hit show is about way more than luck.
Early Days: Korea Encounters O.T.T. Content
Lee Sang-baek took us back to the early days when Korea was still a stranger to OTT content. Unlike today, when streaming has become synonymous with entertainment, no one really cares about quality or behind-the-scenes chaos at a shoot, and companies highly focus on show ranking. Meanwhile, China diligently studied Netflix’s game, garnering resources to grow its OTT ecosystem. To Lee, this was a “blue ocean” — a large, unexplored market with infinite possibilities.
“Signal” and the Emergence of Korean Sci-fi Thrillers
The real turning point for Lee and Astory came with “Signal.” That’s when the narrative got a bewitching twist. Imagine this: when Korean dramas were filled with romantic comedies, Lee chose a fantasy thriller. The stakes seemed high; production costs rose to 130% higher than usual, without any guarantee regarding viewership. Yet, he saw what no one else did — a story worth telling.
Astory had to sell some of its intellectual properties to tvN to finance this risky venture. But then “Signal” became a hit and raked in several awards, including being named the Best Drama on China’s OTT platform in 2017. The success of “Signal” triggered an onslaught of thrillers, proving that sometimes the most significant rewards come from taking big risks. The takeaway:
Focus on high-quality work rather than just saving profits by cutting production costs.
“Kingdom”: Zombies, Netflix, and O.T.T. Fame
Then came “Kingdom,” the groundbreaking drama that rewrote the meaning of Korean content. Who could predict that a historical zombie drama would capture the hearts of global audiences? A fun fact: the production cost for “Kingdom” was double what Netflix had committed to covering. But here is the kicker: Netflix loved the final result that they covered all the excessed costs.
“Kingdom” brought Astory into the international spotlight but also entered the “The Best International Shows of 2020” list by The New York Times. After all the fanfare, Lee made a surprising revelation: profits equated to fixed income and no incentive. The victory lay in how “Kingdom” opened Astory to U.S Market opportunities, allowing them to learn directly from American producers.
“Extraordinary Attorney Woo” — the Experimentation of Fast Content
Next was the “Extraordinary Attorney Woo,” which also became another game-changer. Instead of going global immediately, he registered it as a Korean OTT drama. The result? The show was nominated in the 2023 Critics’ Choice Awards and offers remakes from 10 countries.
He further shared that Astory is constantly experimenting with new approaches to their content: creating idol variety shows, experimenting with AI-powered animation, and even creating music videos. Not only was the use of AI in creating content cost-effectively, but it also opened up a whole new level of creative possibilities, which is truly exciting.
What’s Next? New Stories, New Tech
What is Lee’s vision for future content? It covers new stories and advanced technology. “Kingdom” was successful not just because of its exciting zombies, but because it told a story with a unique setting that was considered new then. He even suggested filmmakers look into Ubud, Bali, which he found jaw-droppingly beautiful; it is all about finding that comparative advantage. Lee had simple counsel to find a good story: look for the distinct. He started by pointing out how the content landscape has changed. That which used to be the dominant force — the United States and Europe — now looks to Asia for new and exciting stories. So, this is our chance. We need to focus on our strengths and pour our energies into unique and exceptional storytelling, which stands out from the rest.
The Bottom Line: Be Bold, Be Different
Lee Sang-baek and Astory’s journey is a masterclass in breaking the mold. He’s proven that success in OTT isn’t just about following trends; it’s about daring to venture into uncharted territories, embracing new tech, and continuously experimenting. It’s a powerful reminder that, in the world of OTT and content, fortune favors the bold — and the different.
So, whether you’re a filmmaker, a content creator, or just someone with a story to tell, take a cue from Lee Sang-Baek’s playbook:
Don’t be afraid to shake things up, experiment, embrace the new, and always, always keep your audience guessing. Because in the end, that’s where the magic happens.
