Going Against The Grain: Steve Hyun

Steve Hyun is the President & CEO of Siva Group & SIVA Select, entrepreneur, leader & mentor. Siva Group is a full service entertainment and talent agency that specializes in event marketing, tour management and production, and concert promotion, working with artists from the US, Korea, and Japan. SIVA offers services in event marketing; tour management and production; tour booking; publicity; sponsorship acquisition; fan engagement; viral marketing; grassroots marketing; experiential marketing, and more.

Steve ensures that through his company, he is able build relationships with fans through direct-to-fan marketing and engagement that generates excitement and sales and keeps them talking for days and weeks before an event. He hopes to close the physical barrier fans usually have with artists from Korea and Japan by bringing live concert performances from Asia to the West.

Full Name:
Steve Hyun

New York, New York

Current City:
Los Angeles, California


What does it mean to you to “Go Against The Grain”?
Going Against The Grain is never giving up control.  Choosing to live life on your own terms.  Don’t care so much what others think.  You have to find out what matters most to you.

What made you decide to pursue a career in this industry?
I have always had a passion to be in this industry but never knew how to get there.  Working with mentors, developing the skills needed led me to grow in the business and do what I love.  After doing my first show and seeing the joy it brought to people, that led me to do more shows.

What have been some of the challenges you faced/lessons you learned as an Asian American in this field?
The entertainment industry is controlled by major corporations; for an Asian American to really make an impact is difficult because they haven’t worked with us (our organization) in the past. I understood that at the end of the day it’s a business, and you have to make sure you deliver the first time to get a second chance.  It always seemed impossible at first until you get it done.  Once you get it done the second time, it is easier but still just as challenging.

What do you feel is your biggest accomplishment and why?
My biggest accomplishment is not to only throw large successful events but to help others in my organization reach success.  I realized if you help enough people get what they want in life, you’ll get what you want in life as well.

What’s up next?
That’s a secret!

Quote to live by:
The greatest achievements are the ones you earned.

Sign (Eastern Animal Sign & Western Zodiac):
Pig & Leo

Passionate about:
Helping others have success.

Favorite food:

Can’t live without:

I Go Against The Grain #beCause:
Providing for my family is more important than my feelings.

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