Crystal Huh of HYBE America on Genre-Bending in Music

And the benefits of authentic collaboration between brands and musicians

Crystal is director of brand & ventures at HYBE America. Other stints include MLB and Octagon.

We spent two minutes with Crystal to learn more about her background, her creative inspirations and recent work she’s admired. 

Crystal, tell us …

Where you grew up, and where you live now? 

I grew up in Los Angeles but now consider New York City home.

Your earliest musical memory.

When I was just learning to walk, my parents would take me to the Santa Monica Pier. Every time we came across street performers, I’d waddle up to them and start dancing.

Your favorite bands/musicians today.

I’m all over the place. I genuinely enjoy listening to the artists on our roster, so I listen to them a lot. Otherwise, Odesza, Park Hyo Shin and a lot of dark techno and Korean hip-hop.

One of your favorite projects you’ve ever worked on.

Early in my career, I had the opportunity to work across a high-level hospitality sponsorship program at The Open Championship. There was something uniquely rewarding about navigating chaos amid the serenity of a golf course. This likely explains why Scotland and the U.K. hold a special place in my heart.

A recent project you’re proud of.

In partnership with Sony, our K-Pop girl group Le Sserafim recently became the brand’s global ambassadors, unveiling a smoky pink color for headphones and earbuds. Given that the members have been loyal Sony users since before their debut, it was enchanting to witness the campaign’s creative direction align with the group’s latest work. You can read more about the partnership HERE.

Play

One thing about how the music world is evolving that you’re excited about.

“Genre-bending.” I’m not the most well-versed when it comes to identifying niche music genres. I know what I like and don’t like, and I’m continually amazed by the talent it takes to transform sounds into new and unique masterpieces. 

Someone else’s work, in music or beyond, that you admired lately.

Daniel Ernst. His travel photography has a way of pausing the world for two seconds.

A book, movie, TV show or podcast you recently found inspiring.

Although it doesn’t fit into any of the categories above, I recently saw & Juliet on Broadway with Betsey Wolfe, Drew Gehling and Paulo Szot. The show was lighthearted and entertaining, providing a delightful escape from the hustle and bustle of NYC. It reminded me of the importance of taking a break and how that can provide an emotional uplift and spark creativity. 

An artist you admire outside the world of music.

Elias Weiss Friedman who created The Dogist.

Your favorite fictional character.

Jang Man-Wol from Hotel Del Luna

How musicians should approach working with brands.

By creating opportunities to engage with both existing fans and reaching a wider audience through a connection beyond music.

How brands should approach working with musicians.

Collaboratively generate excitement for consumers and fans.

A mentor that helped you navigate the industry.

I wouldn’t be doing the things I’m doing in the music industry without my boss Jules Ferree. She took a chance on me with my experience from sports, and she’s helping me navigate the nuances of talent partnerships. Beyond career mentorship, I admire her compassion, patience and ability to balance life outside of our jobs.

What you’d be doing if you weren’t in the music business.

I’d be a photographer or a travel storyteller. I’m passionate about embracing new experiences and capturing moments that celebrate shared connections and meaningful memories.