25-Year Entertainment Expert on K-POP Tours / Events

Hello, this is Klab Insight.

In this edition, we’re thrilled to introduce Gaby, a passionate professional with over 25 years of experience in the entertainment industry. Originally from Germany, Gaby has worked across various sectors, from musical theatre to managing VIP experiences at NFL Europe.

Now, she’s making her mark in the K-pop industry, specializing in merchandising, event planning, and tour operations. In this interview, Gaby opens up about her journey into K-pop, the unique challenges and rewards of working in the industry, and the diverse opportunities available for anyone looking to get involved in K-pop beyond just entertainment agencies.

This newsletter highlights:

• Exploring Unique Career Paths in K-pop

• Creating Global K-pop Experiences

• Key Skills for Success in K-pop Events and Engagement

Q. Can you introduce yourself?

My name is Gaby, and I am from Germany. I am a seasoned professional in the entertainment sector with over 25 years of experience in the industry.

My career began in several musicals theatres where I managed all aspects of a theatre office as well as organizing promotional activities, external performances and special events such as the opening night gala or a vernissage. During Germany’s EXPO, I worked as a company manager, overseeing a dance ensemble.

Later, when I worked for the NFL Europe, although the focus naturally was on American Football, my responsibilities included acquiring talent for Game Day Entertainment as well as preparing the VIP experience. Working with athletes involves many parallels to working with artists. One of my responsibilities was managing the Game Day Office which is similar to the operational hub of the tour management during concerts.

My two teenage daughters are K-pop fans themselves and introduced me to the genre. They not only made me listen to the music but also shared all the different backgrounds and stories surrounding their K-pop idols. They also sparked my interest in South Korea itself. During a vacation in Korea, I had the chance to meet my future boss who worked in K-pop merchandising. From that moment, my journey into the world of K-pop began.

Q. What sparked your interest in K-pop and Korean culture?

Of course, the vibrant performances – featuring stunning light designs, captivating choreographies and incredible vocals - contribute to the unique appeal of K-pop. I am continually amazed by the remarkable pool of talented artists in Korea.

Having visited South Korea I am also drawn to the Korean culture. I love how Korea manages to blend its rich historical heritage with one of the most advanced infrastructures in the world, all presented with appealing aesthetics. Additionally, I’ve come to appreciate the politeness of Korean people.

Q. Can you describe your current role at ‘K Idol GmbH’ and the key responsibilities you handle?

K Idol is a retail chain of K-pop stores currently operating three physical stores and an online store in Germany, with plans for further expansion.

In my role at the K Idol team, I assist in organizing K-pop sales and promotional events, such as pop-up stores or special comeback promotions. I also help coordinating collaborations and partnerships with Korean and international companies and artists, support the development and structuring of marketing strategies, and contribute to delivering excellent customer service.

Q. How does your role in Tour/VIP Operations complement your work at K Idol GmbH?

My role in Tour/VIP Operations complements my work at K Idol and vice versa, by building on the skills I’ve developed in fan engagement and event management. At K Idol, I gained a thorough understanding of European K-pop fans’ expectations and preferences, as well as experience in organizing and promoting K-Pop events. In Tour/VIP Operations, I’ve applied this knowledge to help create smooth, memorable experiences for fans while ensuring that the logistical and organizational aspects of events run seamlessly for everyone involved - the artists, staff and fans.

In both roles, I’ve used my previous experience in organizing, planning, and managing events. These roles all require strong attention to detail, clear communication, and a deep understanding of how to balance fans’ expectations with the needs of artists and staff. My work at K Idol helps me stay connected to fans’ perspectives, while my experience in Tour/VIP Operations allows me to help delivering events that meet those expectations at a professional level.

Q. How did you initially get involved in the ATEEZ Pop-Up Store project? And can you share the detail?