Gearlounge, a South Korean music retailer, won our XCHANGE reseller of the year back in 2023. We chatted with Jang Byung-gi, the sales department manager at Gearlounge, and learned about their company's successful business practices in their region.

Q. Hello Jang Byung-gi, thank you for taking the time for this interview and representing Gearlounge. Are you currently a musician, or are you working on any personal music projects?

Jang: I have prior experience in writing, composing, and producing my own music, which I have released. Currently, I am focusing on my role as a sales team manager at Gearlounge. The skills and experience I gained from my music background have been very beneficial in my current role.

Q. Could you provide more details about the products and services Gearlounge offers?

Jang: Our company is actively engaged in the distribution, e-commerce, and retail sectors. At Gearlounge, we are dedicated to supporting music producers and engineers by providing an extensive array of products, including hardware, software, and studio furniture. Our products play a vital role in the creation of K-pop music.

We provide a diverse range of products and services in physical retail spaces, which include immersive retail outlets, sound systems, and audio environment advisory services. Our esteemed SI team takes great pride in designing and installing numerous K-pop studios.

Our GLAB Studios, originally established as a showroom or exhibition space, are now available for commercial purposes. GLAB Studios have collaborated with prominent K-pop artists such as Stray Kids, SEVENTEEN, ITZY, ATEEZ, and aespa, contributing significantly to our creative inspiration. Additionally, we are venturing into the home audio and lifestyle business. Those who are unable to visit our physical spaces can access engaging experiences via GL TV on YouTube.

Q. Are you planning any other interesting projects for this year, 2024, or in the future? If so, could you describe them?

Jang: In November 2024, we will host IMSTA FESTA Seoul 2024, the largest music software event in South Korea. This will mark the seventh year of hosting IMSTA FESTA Seoul. Attendees will have the opportunity to explore products from over 20 brands in one place and take part in various programs, including masterclasses, song competitions, and reviews. I’m really excited about it!

I would also like to introduce our pride, GLMC (Gearlounge Master Class). GLMC is a high-quality masterclass with a talk concert organized by Gearlounge, featuring top producers and engineers from both Korea and abroad, who share insights about the music market and their tips and tricks. This event is highly anticipated by musicians, producers, engineers, and aspiring music professionals. It is held biennially, with the next one scheduled for 2025. Maybe this time around, we’ll do it in other Asian countries.

Q.  How has IMSTA FESTA impacted Gearlounge’s business after 7 years?

Jang: IMSTA FESTA Seoul is a very important event for us. It allows people interested in music software to explore products they’ve been curious about and gain insights into their features and usage tips. The biggest advantage of IMSTA FESTA is that it allows for one-on-one interactions with experts. This approach is different from traditional showy convention events. The opportunity for direct conversations helps participants gain a deeper understanding of the products and see how they can be applied in actual music production, making it a very rational and effective way to engage with the software.

Q. How do you promote music software in a large market like South Korea? Could you explain any various challenges or advantages you encounter in this region?

Jang: We focus on localizing global music software for the South Korean market, ensuring that the

purchasing experience is tailored to meet local customers’ needs, beyond just simple translation. We also produce videos with reviews and tips to help users better understand and utilize the software. Additionally, we introduce essential music software to schools and educational institutions to provide students with diverse experiences.

We make good use of APIs, such as for real-time delivery, thanks to tools like XCHANGE.

Promoting and selling music software in the South Korean market comes with several challenges. For instance, problems such as accidental purchases due to customer error can be challenging to address. These issues sometimes cannot be resolved through APIs, and some brands are not proactive in addressing them. Currency fluctuation risks must also be considered, which often requires adjustments to pricing policies.

The VAT system in South Korea is another area of concern. Domestic customers often look for cheaper options from overseas resellers where VAT is not included. To remain competitive, we often waive VAT costs and adjust our prices to match international rates. However, the brands sometimes do not fully understand this situation, and it would be helpful if platform providers offered more support in this regard.

Q. How did you learn about XCHANGE?

Jang: If you work in the plugin industry, it’s impossible to not know XCHANGE.

Q. This is a little late but congratulations again on winning the XCHANGE 2023 Reseller of the Year Award! What do you think has contributed to Gearlounge’s success in selling music software?

Jang: We are very honored to receive the XCHANGE 2023 Reseller of the Year Award. I believe

Gearlounge’s success in selling music software is due to our strategic promotion and active engagement in communication with customers through various channels, including hosting IMSTA FESTA Seoul.

Additionally, our customer consultations, based on personal experience with the products, have built trust with our clients, leading to repeat transactions and referrals. Lastly, the proactive support from Music Marketing has also been crucial to our success.

Q. Are there any additional features you would like to see added to XCHANGE?

Jang: I would suggest adding a KRW pricing system feature that updates automatically on a regular basis. This would help reduce exchange rate risk by handling settlements in KRW and prevent excessive competition among domestic companies, contributing to a healthier market development.

Q. What is your outlook on the music technology market in South Korea over the next 10 years?

Jang: Immersive audio has become the trending topic in the global music market. Although it’s still in the early stages, we believe that the market and applications for immersive audio, such as Dolby Atmos, have immense potential.

The global recognition of Korean music, including K-pop, will continue to grow, making the supporting technologies and platforms increasingly important. Moreover, with the growth of streaming services and improvements in network speeds, high-quality streaming is expected to become more mainstream. As demand for high-resolution audio increases, the Hi-Fi audio market will also grow, along with the demand for high-quality playback equipment.

Additionally, advancements in AI-powered music production tools will create an environment where artists can work more creatively. AI technology is already being widely adopted in music software, and demand for these innovations is also increasing.

Q. Do you have any special messages or advice for those working in our industry?

Jang: It’s important to stay informed about new technologies and be aware of industry trends. When new plugins are released, it’s crucial to test them ourselves and share our experiences with customers. This approach builds trust and allows us to become their supporters.

I’d like to echo a sentiment often emphasized by the CEO of Gearlounge: “There is a concept called Homo Faber. It reflects the idea that the essence of being human lies in creating and using tools. Different tools inspire and suggest different approaches, and the results can vary depending on which tools are used. Our role is to be at the small but crucial starting point in the creation of various types of music and records, including K-pop. Beyond simply selling tools and seeking profits, our duty is to discover good tools, introduce them where needed, and support their effective use.”