How Managing K-Pop AMAs on Reddit Sparked a Digital Consulting Career

Hello, this is Klab Insight.

For this edition, we introduce Tucker Drew, an events organizer and digital consultant who has been instrumental in connecting K-Pop artists with global fans.

At just 19, Tucker began organizing Reddit AMA(Ask Me Anything) sessions with K-Pop idols, working with groups like STAYC, DAY6, and P1Harmony. His expertise goes far beyond fan engagement, his background in arts administration and live event production has led him to collaborate with industry giants like Metallica, Tate Modern, and emerging international artists.

From moderating one of the largest K-Pop communities to consulting for Western idol groups seeking to adapt K-Pop’s marketing strategies, Tucker’s story is proof that unconventional paths can lead to impactful careers in the industry.

Through his journey we uncover the power of digital engagement, global networking and fan-driven strategies, and how they shape not only K-Pop but the wider entertainment landscape.

This newsletter highlights:

• Bridging Global Fans and K-pop Artists

• Applying K-pop Marketing to Western Artists

• Maximizing Digital Fan Engagement

Q. Can you introduce yourself?

Hello, I’m Tucker Drew. I’m a 26 years old American living and working in London. My main connection to the world of K-pop is that since I was 19, I have been organizing events with K-pop artists online, mainly for Reddit Ask Me Anything events. I’ve worked on such events with artists like StayC, Day6, and P1Harmony.

Q. What sparked your interest in K-pop and Korean culture? Was there a specific moment or artist that drew you in?

As a young teenager in 2012 I used to follow the YouTube music charts. I had become familiar with some Korean acts like Girls Generation, but my interest was definitely piqued more when Gangnam Style became super viral on YouTube. After that, it was artists like T-ara and Orange Caramel who drew me in and made me a fan of K-pop.

Q. Can you share a little about your background and how you first became involved with the K-pop industry?

I first became involved in the K-pop industry when I became a moderator on the K-pop Subreddit on Reddit (r/kpop). I had studied abroad in Korea a year and a half prior on the American government’s exchange programme for high school students called NSLI-Y and at that point was speaking Korean at an intermediate level. It turned out I spoke the best Korean of the moderation team at r/kpop, and I volunteered to try to begin exploring how we could set up more events with K-pop artists for the benefit of the users on Reddit.  At the start I was just dm-ing artists and labels on Instagram but soon I was able to start developing our network.

Q. You’ve had an incredibly diverse career. How do you describe yourself in one sentence to someone who asks, “What do you do?”

It depends on who’s asking! I work full-time at Tate Modern as an assistant on the team that manages and develops Tate’s touring exhibition programme. Prior to that I was working as a Production Assistant on Metallica’s M72 World Tour and at a music venue in London. I like to think of myself as someone who has a background in live events - which includes the over 50 Reddit Ask Me Anythings I’ve organised with K-pop artists. Separate to this, I also work with artists. Currently, I’m managing a London-based rock band called KYROS, and at the end of 2024 finished a 7-month contract stint working as a Digital Consultant for the British Girl-group Say Now.

Q. You’ve lived and worked in various cultural contexts, including Korea, London, and other places. How have these experiences shaped your worldview?

My experiences from growing up in America to spending time living in the UK and Korea have impressed upon me the need to understand your audience. This is super relevant to my work at Tate where I’m working on projects with teams from all over the world. International collaboration requires patience and a curiosity and drive for mutual understanding.

Q. Can you share the key milestones in your career that led you to your current role as an Exhibitions Assistant at Tate?

Like I mentioned above, my involvement in K-pop has been critical in my career development. I got hired to work at my first music venue on the basis of online event management I was doing for r/kpop, got hired on the Metallica tour on the basis of my work at music venues, and got hired at Tate on the basis of my work on music tours.

Q. How did your background in Philosophy and Linguistics and later in Arts Administration shape your approach to the music and arts industries?

My undergraduate degree was in Philosophy and Linguistics from Oxford. I think more importantly than teaching material, humanities degrees at Oxford teach students to become fearless and fast writers. My degree in Arts Administration helped me become a more persuasive writer. Writing skills are key for advocating for your clients - artists or otherwise - and for doing international business.

Q. What inspired you to pursue a Master's degree focused on Music Management and K-POP, and how has it influenced your career trajectory?