Alex Ross’s journey as the founder of Supreme Entertainment Artists and UH2BT encapsulates the essence of musical evolution and entrepreneurial grit. “It’s just taking things one step at a time and doing it the right way,” Ross reflects, illustrating his methodical rise from humble beginnings to becoming a key player in harnessing the K-Wave. His story inspires aspiring artists and entrepreneurs to embrace challenges and innovate within their passions.
From Zero to Global Influence: How Alex Ross Is Shaping the Future of Kpop in America
From humble beginnings at a Boston nightclub to the helm of Supreme Entertainment Artists and UH2BT, Alex Ross’s journey epitomizes resilience and innovation. His venture into the music industry began at Mama Kin, owned by Aerosmith, where his passion for music deepened. Despite early rejections from major labels, his determination never wavered. “I sent my resume to all the major record labels in New York City and received many rejection letters,” Ross recalls, emphasizing the tough start that sharpened his resolve.
The transition to founding his own company came after meeting Jordan Feldstein and realizing the potential for greater autonomy in promoting artists. “We started Supreme from a one-bedroom apartment in New York City… We didn’t even have a computer,” Ross shares about the early days. These grassroots beginnings laid the foundation for what would become a significant player in the music industry, organizing impactful tours and events.
UH2BT and K-Wave Impact
Amidst a global pandemic, Alex Ross launched UH2BT, a venture that transformed how communities engage with music and each other, mainly through the electrifying lens of Kpop. Ross described the initiative as a response to the isolation felt during COVID-19.
“It was an idea that started during COVID… to get people out of their house and have fun listening to music.”
Alex Ross.
UH2BT carved a niche by emphasizing local Kpop cover dance groups, providing a platform for them to perform and energize audiences.
“We’re trying to find the best Kpop cover dance groups… and get everyone involved, make them feel a sense of pride.”
Alex Ross.
The unique value of UH2BT lies not just in its entertainment but in its ability to weave tight-knit gatherings that mirror the communal essence of Kpop itself. Ross pointed out the distinctiveness of their events, saying, “What makes it different, especially with the Kpop events, is trying to bring friends, family, community together, enjoy a night out, share fun times, listen to your favorite music and songs.”
Ross also discussed the broader influence of Kpop in the U.S., highlighting its role in promoting cultural diversity and setting new performance standards. He observed, “Kpop has definitely been growing at a rapid pace… It promotes cultural diversity, fan engagement.”
This insight is pivotal to UH2BT’s approach, as the company seeks to mimic this successful model by integrating aspects of Kpop’s appeal into their events. Ross’s strategy includes tapping into the viral nature of Kpop through social media platforms and collaborations, ensuring that UH2BT remains at the forefront of a dynamically evolving entertainment landscape.
The Challenges Amidst K-Wave
Amid the surging popularity of Kpop globally, Alex Ross discusses the evolving challenges and opportunities within the entertainment industry. “There’s a lot of competition out there for the audience’s attention,” Ross notes, highlighting concerns over rising ticket prices due to inflation and stagnant wages.
Despite these challenges, the excitement for Kpop in the United States remains high, with new acts appearing regularly and achieving significant success. Ross emphasizes the importance of keeping ticket prices affordable and addressing market saturation, especially for club and theater acts. He also points out that the Kpop fan base in the U.S. primarily includes younger audiences, particularly those in college, which influences the planning and execution of events.
Advice to Young Independent Artists
In an insightful exchange, Alex Ross offers pragmatic advice to independent artists seeking to navigate the complexities of the music industry. Stressing the importance of gradual growth, he advises, “It’s just taking things one step at a time and doing it the right way.”
Ross underscores the risks of expanding too quickly, suggesting artists focus on building a solid local base before branching out. He emphasizes the necessity of connecting with supportive promoters and maintaining a solid presence on social media to organically grow their reach and influence.
Furthermore, Alex Ross emphasizes the critical importance of legal safeguards for independent artists. He advises, “Have a contract. Like, I’ve seen too many young artists get taken advantage of.” Ross shares cautionary tales of artists losing rights to their work due to a lack of formal agreements, underscoring the necessity of written contracts to protect one’s music and earnings.
He emphasized the involvement of legal counsel and trusted advisers, reminding artists, “You don’t know everything,” and highlighting the often-overlooked need for meticulous contract management in the music industry.
In discussing the dynamics of ticket sales for Kpop events, Alex Ross highlights that a significant portion—around 75 to 80 percent—of tickets are purchased in the last few weeks leading up to the event, mirroring trends observed in other themed events characterized by late buying patterns. He shares that this strategy often results in substantial attendance, sometimes reaching 1000 to 1200 tickets sold.
Ross also offers his perspective on the future of Kpop as a music genre. He is confident about its permanence in the global music scene, “I mean, I think it’s here to stay… your groups, like a Blackpink, like a BTS, that they’ll be able to go around for, you know, the next 40 or 50 years and still play arenas all over the world.”
He compares their potential longevity to iconic groups from past generations in the U.S., who have managed to celebrate 25 or 50-year anniversaries. However, he notes the inherent unpredictability for emerging Kpop acts, where the trajectory can fluctuate dramatically based on album success, echoing the volatile nature of the music industry where artists can oscillate between arenas and smaller club venues.
Wrap Up
Watch the full interview here:
I missed this 😭😭😭😭