BOK (VLACKSQUAD): Leadership, Creative Direction, and Building a Global Vision

AUTHOR: VERA VON MONIKA

For nearly three decades, BOK has quietly helped shape some of the most memorable performances in Korean entertainment. From his beginnings as a dancer and choreographer to becoming the CEO and Project Director of VLACKSQUAD, his career has been defined by creative leadership, artistic vision, and a commitment to building meaningful collaborations across borders.

Beyond directing major projects for artists such as ZELO and actor Lee Joon-gi, BOK has developed a philosophy that blends business leadership with a strong sense of trust, teamwork, and artistic growth. As VLACKSQUAD continues expanding internationally, his focus remains firmly on creating opportunities for artists from different cultures to connect through music and creativity.

In this interview, BOK discusses his journey from dancer to executive, the lessons learned from building VLACKSQUAD, his creative approach to ZELO’s “Cola Comigo,” and his vision for the future of global artistic collaboration.

BOK, your journey began as a dancer before evolving into performance direction and creative leadership. Looking back, what inspired that transition, and what vision did you have when building VLACKSQUAD?

I have been working as a dancer and choreographer since joining a dance team in 1997. Looking back, I consider myself very fortunate to have been able to continue doing what I love for so many years.
In my early twenties, I briefly worked as a hip-hop artist and rapper, and during that time I became deeply immersed in hip-hop and R&B music. That experience inspired me to dream beyond choreography. I wanted to create a music label of my own someday.

The moment I seriously decided to pursue the music business came while I was flying to Dallas for a performance in the United States. Just before landing, I looked out the window at the vast landscape below and found myself asking, “What is something I can share with the world?” At that moment, I realized that music could be the answer.
This was long before K-pop and Korean artists were widely active on the global stage. What many people don't know is that I didn't suddenly enter the music business. I failed twice over the course of nearly ten years, and VLACKSQUAD is actually my third attempt.

From the beginning, I always dreamed of building something global. Even before K-pop became a worldwide phenomenon, I believed it would eventually be possible. My goal has never been to build the biggest company in Korea. Instead, my vision for VLACKSQUAD is to create a creative collective where artists from different countries can freely collaborate and create meaningful music and content together.

As both CEO and Leader of VLACKSQUAD, what core philosophy guides the way you lead your team while maintaining such a consistently high creative standard?

I have never considered myself a genius. If I have one strength, it is listening to people.
I believe my role as a leader is to create an environment where team members can freely express their ideas and maximize their creativity.

At VLACKSQUAD, everyone is encouraged to share their opinions openly. I believe great music, choreography, and content are born through honest conversations and the exchange of ideas. Rather than being a leader who always provides the answers, I want to be someone who creates the conditions where great ideas can emerge naturally.

Your recent work as Project Director for ZELO’s Cola Comigo has attracted international attention. What was your creative approach when developing the visual identity and performance concept for the project?

The most important goal when creating "Cola Comigo" was to present a completely new side of ZELO.
It wasn't simply about creating a stylish concept. I wanted to showcase a different atmosphere and image from anything he had done before.
More importantly, I wanted the project to represent a new chapter in ZELO's career following his military service. Every element— from the music and styling to the visuals and performance — was designed to move in the same creative direction.
Of course, even the best concept means nothing if the artist cannot bring it to life. ZELO exceeded my expectations and fully embodied the vision we had for the project. Because of his dedication and talent, "Cola Comigo" became the project it is today.

You have worked across a variety of creative fields. How does your directing process differ when working with an active K-pop artist like ZELO compared to an actor such as Lee Joon-gi stepping into a performance-driven project?

To be honest, I don't think the differences are as big as people might expect. Artists who step onto a stage ultimately share the same passion and responsibility toward their audience.

Lee Joon-gi is someone who constantly challenges himself. He is always thinking about how to create a better experience for his fans and how to improve every aspect of his performance.
The main difference lies in the approach. Actors tend to express emotions through character and storytelling, while K-pop artists are more accustomed to expressing themselves through music and performance.

ZELO, in particular, has exceptional performance instincts and a strong understanding of creative direction. He quickly understands the vision behind a project and knows how to make it his own, which makes the entire creative process smoother for everyone involved.
In the end, regardless of their field, I believe all artists who step onto a stage share the same passion and sincerity.

Your collaboration with Lee Joon-gi spans several years, from his viral That That cover to participating in ZELO’s Cola Comigo challenge. What makes him such a unique artistic collaborator?

I have known Lee Joon-gi for over eighteen years. He is not only a colleague but also a longtime friend who feels like family.
In fact, one of the reasons I first formed a professional team was because of his album project, "J Style," and the fan meeting performances that followed. Those projects became a meaningful starting point in my career.

What makes Lee Joon-gi special is his consistency. Despite spending many years at the top of his profession, he remains humble and deeply committed to his work.
Personally, I see him not simply as a celebrity, but as a true artist. He is someone whose passion has never changed, and who values the relationships he builds with people around him. I believe that is one of the reasons we have been able to work together for so long.

VLACKSQUAD’s work extends far beyond choreography, incorporating styling, visual production, and overall creative direction. How do you balance movement, storytelling, and visual aesthetics when overseeing a project from concept to completion?

The most important aspect of VLACKSQUAD's creative process is that everyone on the team thinks like a creative director.
While we may not have the size or resources of a major entertainment company, every project is built through collaboration. We discuss ideas together, solve problems together, and grow together.
I don't believe great ideas come from a single person. That's why we encourage everyone to contribute their perspectives and respect each other's opinions.
When challenges arise, we focus on finding solutions rather than assigning blame. I believe the best results come from trust, communication, and teamwork.
In the end, all those small pieces come together to form a song, a performance, or a complete creative project.

As VLACKSQUAD continues expanding internationally, what is your long-term vision for the company, and are there any upcoming projects or milestones that you are particularly excited for audiences to see?

VLACKSQUAD's long-term vision is not simply to become a successful entertainment company.
Our first goal is to help ZELO continue growing as a solo artist who can inspire and positively impact fans around the world.
Beyond that, we want the music and content created by VLACKSQUAD to be recognized not only in Korea but also on a global level. We hope our work can inspire artists and creatives across different countries and cultures.

For a long time, I have dreamed of creating an environment where artists from around the world can collaborate freely without being limited by borders. I hope to continue building relationships with artists from Brazil, the United States, Europe, and many other regions while creating new music and creative projects together.

We are currently preparing several international projects, and I am excited to see how VLACKSQUAD continues to grow in the years ahead. Most of all, what excites me is the possibility of connecting people around the world through music and creativity.