How TikTok Helped This Producer Gain 40K Followers and Break Into K-Pop

Hello, this is Klab Insight. we’re bringing you a series of interviews featuring stories of people who make a living through K-pop.

For this feature, we are excited to introduce Michael Azuma, a talented Japanese-American music producer who has made significant strides in the global music scene, particularly within the K-pop and J-pop industries.

From his early days experimenting with music production tools like Garageband to landing major placements with artists like Ballistik Boyz from Exile Tribe and brands such as Genshin Impact, Michael’s journey exemplifies the power of versatility and persistence in today’s ever-evolving music industry. By leveraging his 40,000+ followers on TikTok, Michael has not only enhanced his music career but also built a personal brand that resonates with fans and professionals alike. His unique ability to blend music production with personal branding has played a pivotal role in his success.

In this interview, Michael shares insights into his career path, how he navigated challenges, and his advice for aspiring professionals looking to break into the K-pop industry. His experiences, including how social media helped him connect with global audiences and land collaborations, will inspire both fans and industry hopefuls alike.

Join us as we explore Michael’s remarkable journey and uncover the lessons that can help you find success in the music world.

This newsletter highlights:

• Michael Azuma's Journey from Music Enthusiast to Global Producer

• Securing Major Placements in K-Pop and J-Pop

• Leveraging 40K TikTok Followers to Build a Personal Brand

Q. Can you introduce yourself?

Hello! My name is Michael and I’m a Japanese-American producer based in the Bay Area whose versatility has helped me stay competitive in today’s ever-changing music industry. I’ve had the pleasure of working with artists like Exile Tribe, ENJIN, Yuan Yiqi, brands like Dislyte, Breathwrk, and Genshin Impact, and had my music used in shows like Welcome To Wrexham, America's Got Talent, and American Horror Story.

Q. Can you share how you started your career in music production?

I was introduced to music production when I was 10 in my 5th grade computer lab. Playing around with loops in Garageband. I started making music and DJing around the age of 12, playing around with Ableton 8 by creating Pop mashups of my favorite songs. I attend the University of Southern California, majoring in Music Industry while minoring in Music Production. I graduated in 2020 and started pitching independently to publishers specializing in the Asia music industry. I signed with The Hello Group in 2023.

Q. Can you tell us about your current work as a music producer at Music by Azuma LLC and your experience in the K-pop space?

Like many producers, I try and keep myself busy whenever I can. From pitching songs for sync licensing opportunities to creating custom tracks for K-Pop/J-Pop briefs, my work never looks the same across each week. I founded my company right after college, focusing on landing sync placements and creating music-oriented content on TikTok and Instagram. I've been writing and pitching songs through my publisher The Hello Group for the past few years and have managed to land some placements in China (Yuan Yiqi) and Japan (Ballistik Boyz of Exile Tribe and Enjin).

Q. Could you explain what sync licensing is and how it plays a role in your career?

Q. You’ve worked with brands like Amazon Music and miHoYo (Genshin Impact). Could you walk us through the process of securing such collaborations? 

I had the amazing opportunity to create an underscore/remix of Lecrae's Welcome to America for Amazon's One Night in Miami movie. Through a direct connection from USC, I got to work alongside the editing team to get the song and trailer what it needed. For Genshin Impact, I helped mix and master the song used to launch their latest character skins.

Q. Could you tell us about your experience composing for both K-pop and J-pop artists? What are the main differences you’ve noticed between these two industries?

From my experience, K-Pop and J-Pop have a ton of similarities and differences. For one, J-Pop tends to be faster, more production-heavy, and jazz-influenced in their chord progressions while K-Pop tends to be slower, have more production arrangements, and lean more Western in the toplines and production. With the rise of K-Pop in the global market, the songs have gotten insanely good and the competition to land your song with your dream group has become even tougher.

Q. How do you decide which artists or projects to work with, and what criteria do you use when selecting potential collaborations?

Generally speaking, it depends on what my week looks like. If I get a brief from my team that I know I can tackle, I will make time for it. On the other hand, if there's a brief I think I can handle, I will usually reach out to another producer to tackle it together. My dream collaborator is someone who compliments my skills and understands we're on the same team.

Q. Can you explain the process of creating music for sync libraries such as Sony Extreme and Fliktrax?

Similar to K-Pop/J-Pop briefs, sync libraries will send out briefs from networks highlighting the types of songs they are looking for. For example, Sony Extreme might be looking for cinematic hip-hop for an upcoming Netflix Sport's series. Each brief would include the show, a playlist of songs to reference, and any files they would need. Like any other brief, no placement is guaranteed as you're one of many producers receiving the same brief. My best advice is to put your best music forward and don't stop submitting.

Q. What are some challenges you face in your career, and how do you overcome them?

I had a few situations with difficult collaborators and publishers early on in my career. Overcoming those difficult situations took me stepping away from my studio to think about what I truly wanted. Even if the result isn't what you wanted, everything works out in the end.

Q. How important is networking in the K-pop industry, and how did you expand your own network?

Extremely important. Having a publisher vouch for you is great but having a simple conversation with a new collaborator can make all the difference. I set a goal of reaching out to 3-5 new people every week. You never know who might reply and become your favorite person to write with.

Q. Can you describe a particular project you worked on at Music by Azuma LLC that had a significant impact on your career?

Landing my first J-Pop placement, signing with my current publisher, and hitting over 40,000 followers on my TikTok page.

Q. You've built a significant following on TikTok, with over 40,000 followers. What strategies did you use to grow your audience on social media?

I saw the most growth on my page after posting daily for over 6 months. After figuring out which types of videos were performing well, I doubled down and started posting multiple times each day. I generated a fanbase of music creators, artists, producers, and anyone interested in the music business through educational content centered around those.

Q. How do you engage with your followers on social media beyond just posting your work? Do you respond to comments or share behind-the-scenes content?

In the beginning, I responded to every comment on my videos. A lot of people have questions and you wanna do your best to respond. I also included some behind-the-scenes content of creating content and exploring how I approach my videos on longer form Youtube videos.

Q. How do you decide what content to post on your TikTok and Instagram to engage with your audience and showcase your work?

Every platform rewards different kinds of content. Instagram has switched to prioritizing shorter videos highlighting a meme, skill, or both while TikTok has shifted towards longer storytelling and education-based videos. I saw the most growth on TikTok after creating content aimed at helping music creators, artists, and producers learn how the music business works and how to create a lasting career. For Instagram, I treat it more as a LinkedIn Lite where I post recent placements, accolades, and more.

Q. How important is personal branding for a music producer, and how do you manage your brand on platforms like TikTok and Instagram?

With social media's importance, I'd argue it's 2nd place behind music itself. Creating a personal brand and showcasing your music is one of the best ways to market and network with others in your field - everyone enjoys scrolling on their phone and you never know who might watch one of your videos. For artists and producers serious about their careers, I recommend starting a fresh, music-oriented page to highlight your music and content.

Q. Has your social media presence helped you connect with other professionals in the music industry? How so?

It has! Through reaching out to other producers or networking with music tech companies, having a solid social media presence has opened more doors than I could've imagined. For example, having a large audience on any social media platform can give you early access to new plugins, tools, and more that can aid your music.

Q. Can you provide an example of how a specific post or video on TikTok helped you land a collaboration or project?

I posted a few videos about music technology programs I enjoyed using. After a few months, a few brands reached out asking for my rates for paid sponsorships. Sharing something I genuinely enjoyed made the video process extremely easy. Like most people, brands can see through the facade so you have to be genuine.

Q. Have you ever faced any challenges with managing your personal brand while balancing your music production career? How do you handle those challenges?

100%. Content creation can take a ton of time if you wanna do it right. Script writing, recording, syncing audio, editing on CapCut, layering in captions, figuring out SEO descriptions and hashtags, and finding the right time to post are a few of the many things that have to be done. I've gotten it down to a schedule where I batch-record videos twice a week and edit on other days. This allows me to time block my focus which gives me more freedom when it comes to working on music.

Q. In your opinion, what are the key elements that make a music producer's social media profile appealing to a wider audience?

A variety of content is one of the main ways to appeal to a wider audience. Like it or not, if you're trying to market yourself as an artist, the majority of your "ideal" audience won't understand melodyning your vocals or layering in new sounds to create your songs. Something they will understand is where your song fits in their lives, what can this song do for them, or something funny about a lyric you wrote. Aim for universal emotions, situations, and comedy to appeal to more people. 

Q. What advice would you give to other producers or creatives who want to build their personal brand online?

Start posting your music today. Even if it's a small clip with you shaking the camera cause you're excited. You never know who might be watching your video and believe in your vision. Don't psyche yourself out on if your content is good enough or not - you really won't know until you've been posting consistently.

Q. What advice would you give someone looking to break into the K-pop industry from a music production standpoint? 

It's going to take a lot of time and hard work to get your first cut. With how fast the genre changes, you have to have the production chops and speed to get songs done.

Q. What are your goals for the future in the K-pop industry, and how do you see it evolving? 

Landing placements with some of my favorite groups (SKZ, Chungha, and NMIXX). I can envision the K-Pop industry intertwining more with the Western music market.

Q. Lastly, do you have any message for the readers?

Listen to lots of music and find your voice from anything.

Michael’s journey is a testament to the power of versatility, hard work, and adaptability, showing us that with persistence and a willingness to embrace new opportunities, anyone can make a significant impact in the ever-changing world of music production.

Key Insights

1. Diversify Your Music Career Beyond Traditional Roles

   The music industry, especially K-pop, offers many opportunities outside of the traditional artist or agency roles. Michael’s experience in sync licensing, music production, and social media content creation highlights how aspiring professionals can build diverse careers by embracing various aspects of the industry.

2. Harness the Power of Sync Licensing

   Sync licensing is a key revenue stream for music producers. Michael’s success in landing placements with brands like Netflix and Hulu demonstrates how important it is to understand the process and build relationships with publishers and networks. This strategy can offer consistent income and exposure for emerging producers.

3. Build Your Personal Brand Using Social Media

   Social media is key in today's music industry. Michael's success in growing a strong following on TikTok with over 40,000 followers shows how a music producer can use platforms to connect with a global audience, enhance visibility, and elevate their career by creatively engaging with fans.

We would love to hear your thoughts on this interview! Feel free to leave your comments below or email us at [email protected]. Your insights and questions are always welcome as we continue to explore the vibrant world of K-pop.

And feel free to connect with me on X, LinkedIn, & Thread.