Industry Insider: Paula Park Discusses Artist Development, Diversity, and Representation

Culturally speaking, Paula Park had a fairly unique upbringing, and she tries to bring that perspective to the work she does. Park is a music executive of Korean-Brazilian background. Being raised within two such distinct cultures has certainly had an influence on her worldview and how she conducts her work. She is closely connected to the growing influence of Korean culture in the United States. She is very much focused on tapping into the talent and providing the necessary representation to Korean American artists who may be getting lost in the shuffle. Park has unique insights on combining music and philanthropy and making sure that artists and their respective cultures are promoted and respected.

Park began her career working in the music industry in Brazil before joining Scooter Braun’s SB Projects. She worked her way up to becoming the lead in the company’s Social Impact and Philanthropy department. During this time, she led some very influential global campaigns for established artists. Some of the most noteworthy included Demi Lovato’s reproductive rights initiative and Quavo’s anti-gun violence strategy, The Rocket Foundation. Park is now primarily focused on helping artists develop and expand their sense of mission, purpose, and creative vision.

Paula Park joins us for our Industry Insider column to discuss the industry, artist development, and diversity and representation.

Paula Park

Do you think traditional artist development is a dying art, with labels more interested in viral potential than fostering long-term careers?

Paula Park: “The short unfortunate answer is yes, in my opinion.

“Labels used to be deeply invested in nurturing artists’ careers for the long haul, developing their craft, and focusing on sustainable careers. Now, it seems like only a shrinking minority of people in the industry is committed to this approach, often feeling more like outliers in an ecosystem that prioritizes virality over artistry.

“It’s not just that virality has become the main focus. Everything in the ecosystem has shifted to make artists feel pressured to stay ‘culturally relevant.’ Social media algorithms, streaming platforms, and digital metrics incentivize constant engagement and trend-chasing, making artists feel compelled to stay ‘on’ at all times. In my biased and personal opinion, this isn’t a sustainable way to build an authentic career. I feel like for artists, ‘best practices’ can feel more like a set of mandates that, if ignored, may jeopardize their visibility and opportunities. Instead of fostering creative freedom, these pressures encourage a formulaic approach that stunts genuine artistry in favour of a more calculated, data-driven expression.

“True artist development used to be about building something timeless, but in this digital age, even timeless talent is expected to fit within the constraints of what’s fleetingly popular. For the few in the industry who still prioritize development and longevity, it’s an uphill battle against a culture more interested in the next viral moment.”

What’s one hard truth about the music industry that no one prepares you for when you first enter it?

“One hard truth about the music industry that no one prepares you for is that there are a lot of people in the industry who didn’t enter this industry for their deep passion for music, which explains why the industry doesn’t seem to know how to fairly compensate creatives and music itself.”

Paula Park

Is it still possible for an artist to develop naturally in today’s climate, or do social media algorithms and data-driven decisions force them to fit a mould too early?

“Yes, it’s still possible. While there’s no denying that these digital forces often push artists toward formulaic paths, I believe that those who genuinely love their craft and have an authentic talent, a powerful story, and a clear message will always find a way to carve out their own unique trajectories.

“It may take longer for these artists to gain mainstream recognition, as they might not see immediate success or any kind of validation from the industry. But there’s a timelessness to unapologetic authenticity, real talent, and genuine passion that cuts through the noise over time, and people are always watching.”

What’s the most overlooked aspect of an artist’s development?

“One of the most overlooked aspects of an artist’s development is that it’s not a linear journey. While this might sound obvious, many industry people act as though an artist’s path should follow a predictable upward trajectory, with consistent growth and output. But in reality, growth often requires experimentation, time, and the freedom to ‘fail’ without constant threat of retaliation.

“The second overlooked aspect is the importance of an artist’s need to live fully and experience life, in order to have something meaningful to say. But the relentless demand for constant output chips away at this potential, diluting the depth of the work. I believe we must make space for artists to be human, to live, assimilate, and shed old layers, allowing them to evolve and become more unique and profound vessels for creativity, and hopefully help enable them to create work that truly matters and stands the test of time.”

Paula Park

How do you balance the commercial side of the industry with your passion for the music itself?

“I believe that when you prioritize the music itself and stay true to an authentic vision, the right kind of success follows. There’s no real fulfillment for me in letting the commercial aspects take precedence over the music. Staying connected to what made me love music in the first place grounds me and guides the decisions I make.”

Do you think there’s too much pressure on artists to be ‘content creators’ in addition to musicians?

“One-thousand percent. There’s absolutely too much pressure on artists to be ‘content creators’ in addition to being musicians. No one would expect any other professional to juggle two full-time jobs simultaneously, but somehow, artists are supposed to wear all these hats to stay relevant. It’s a system that needs rethinking if we want artists to create meaningful art, rather than being stretched thin trying to fulfill a never-ending content demand.”

How do you see the relationship between music and visual content evolving in the era of YouTube and TikTok?

“I think the relationship between music and visual content will keep evolving, especially as technology and tools for creating audiovisual works become more accessible and democratized. Platforms like YouTube and TikTok have already shifted the industry by making it almost essential for music to be paired with visuals, whether through music videos, short clips, or even fan-generated content.

“As tech continues to advance, artists at every level will have access to high-quality tools for producing visual content on their own terms, which opens the door for even more creative freedom and experimentation. I see this empowering artists to tell fuller stories around their music, not just relying on traditional music videos but integrating visuals in other ways to add to their storytelling.”

Paula Park

What role do you think branding plays in an artist’s long-term success?

“Branding plays an absolutely essential role in an artist’s long-term success. It’s everything. The platform an artist builds throughout their career—shaped by their values, style, art, and message—becomes the foundation of their legacy. When branding aligns with an artist’s true vision and values, it acts as a guiding force, influencing every aspect of their career and shaping how they’re remembered. It becomes the thread that weaves their work together into a cohesive narrative. This consistency builds trust and loyalty, and a stronger bond with fans.”

What’s one thing the industry is getting wrong when it comes to diversity and representation, and how do you think it can improve?

“Well, it’s still highly segmented, boxing artists into rigid categories based on genre, race, or cultural origin. I feel like this approach enforces a monolithic view of these communities, flattening the richness and complexity of people’s cultures, experiences, and art into simplified, often stereotyped, categories.

“This kind of segmentation stunts authentic representation, as it doesn’t acknowledge the diversity within these genres and cultures, nor the cross-collaboration happening between them. I hope the industry moves beyond these artificial boundaries and embraces a more nuanced, intersectional approach. By doing so, I believe we will see a more genuine representation that reflects the true complexity of today’s music and the people who make it.”