Like Entertainment & Productions: How a Talent Agent Turns Challenges into Opportunities

12 2016 | Issue 18
Text/Jason Leong & Lei Ka Io

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“Money goes where the limelight is,” said Earth Chio, Programme Director of Like Entertainment & Productions Co. Ltd.

 

In 2012, Chio and Kenny Lee, together with some other friends, co-founded Like Entertainment & Productions in order to pursue their singing career. But there’s no easy path to success. It’s proven that it’s a difficult business over the last four years. Apart from music production, they have to rely on event management to expand the revenue sources. Lee explained: “You have to pay your staff. That’s why we need other income streams.” Both Chio and Lee are singer, and they commented that Macao singers do not have enough opportunities to expose themselves and clients have no knowledge about them. Thus, singers find it difficult to be paid decently.

 

Why is exposure so important? Chio further explained: “If you are seen regularly will people remember you and invite you to play a gig. Only in this way will pay rise be possible to make a sustainable living.” He took Hong Kong as a sample. TVB has trained a number of artists to host shows and to act in a soap opera. The TV programmes are broadcast several times every week so audiences can recognise the artists and companies also affirm their commercial values.

 

However, the influence of media in Macao is weak and how can the media really help the artists? “TDM hosts the Best of The Pop Music Awards annually. But the momentum is weak. The promotion only starts not long before the final. When the contest is over, it’s as if nothing has happened.” Lee suggested that TDM should consider hosting quarterly contests and post-contest events in order to keep the momentum.

 

Singers in Hong Kong and Macao have different levels of fame and this can be proven from the huge differences in artist’s fees. Lee mentioned that in Hong Kong, a so-so singer charges a minimum of HK$10,000. His artists usually charge something between MOP4,000 and 6,000, which is still lower than the Hong Kong rates. For those young singers who just have started their careers, the rates are even lower. They are often offered to perform in events organised by local associations, and they are paid MOP500 to MOP800. “It’s a difficult business. If you accept these rates, it seems that there will be no room for increment. If you stand firm or simply decline the job, you will lose an opportunity to be seen,” said Lee. Chio explained that for a singer to perform in an event, it’s not just about singing. You have to invest behind the scene too, including hiring assistants, composing music and the overall packaging. A singer gets more protection if he or she has an agent.

 

Fortunately, new media provides an efficient and affordable platform for singers to promote themselves. “You cannot compare the development of the broadcasting industry in Hong Kong and Macao. Macao has fallen behind.” Lee analysed: “New media attracts creative people, and it doesn’t incur huge production costs. This allows people in and out of Macao to pay more attention to Macao music.” Even if you are a superstar in Hong Kong, you have to get yourself exposed in social media. For example, Joey Yung and Leon Lai also appeared in online programmes run by 100 Most. “New media goes viral quickly,” Lee supplemented. “Merely appearing in TV variety shows and singing a song or two cannot really reach out to more audiences.”

 

On 1st August, a video was uploaded onto a popular comedian facebook page managed by Manner Production. An actor wears a Manchu soldier costume and starts dating a woman he loves but he is rejected. When the story goes on Chio appears in the video, holding a microphone and singing a melancholic song. This is the music video of The Number One Soldier. Since the video is out, it has got over million views, which is beyond Chio and the company’s expectation.

 

Chio disclosed that at the very beginning the company’s idea was to compose an ordinary love song. But they also noticed that it’s not uncommon that girls love to torment their admirers, so they changed their mind. After a half year of discussions, they decided that the lyrics should be about a soldier (in Cantonese slang a soldier sometimes means a suitor) and then a series of promotional plans was set. On 20th May, Manner Production uploaded Little Luck, another song composed by Like Entertainment & Production. The song is about a young couple fights against each other because they can’t let go of their ego. The song has got good feedback. It has scored 2.44 millions of views on facebook. The success of this song affirmed Chio’s positioning when composing songs – that is, a song has to be about daily life, and the style has to be humourous. Lee said: “When people finger their smartphones, they will only share that strikes a chord with them or that’s hot in town.”

 

The Number One Soldier was launched via new media, but it’s production costs including shooting and recording are not low. The song has brought more commercial opportunities to Chio. However, the whole project is not yet profitable due to the low pay received by the artist. He hoped that the video would enhance the company’s reputation and let audiences know that Macao has talents to compose high quality music.

 

Regarding the government’s strong support to the creative industries, both Chio and Lee hoped that the government can put more resources to support the growth of the music industry. Are there any good ideas? Lee suggested that more opportunities should be given to local singers in the concerts held by the government during festive events. He complained that in such events there are usually over a thousand audiences, but local singers only appear at intervals. Hong Kong stars are very eye-catching in all advertising posters, while local artists are at the background. No Macao singers were invited to perform in this year’s national day show. “It was a very good opportunity. Why couldn’t Macao singers perform alongside Hong Kong singers?”