ϟOY

Building products and experiences to delight and connect the world. At the intersection of consumer tech, AI, culture, and media formats.
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SOY KIM is a bridge builder. Bicultural and bilingual, Soy has launched first-in-market collaborations between the U.S. and Korea. As a marketing executive, Soy has developed industry record-breaking, multi-platinum campaigns for artists including BTS, Chloe x Halle, John Legend, and Baby Keem. Today, she heads music and podcast content strategy for North America at YouTube. Previously, she worked at Spotify as a PMM across content discovery, audience development product GTM, and industry education. For 3 years, Soy also led global programming and partnerships to build Asian & Pacific Islander community for Spotify’s API ERG of 600+ employees. Her experience spans D2C / B2B marketing, global GTM, content strategy and distribution (music, TV, film), and international business strategy in the U.S. and Korea. She was honored in the 2021 Alt Power 100 Music List.

Soy believes in paying it forward. She serves as a mentor for national non-profit Asian American Collective (5 cohorts), the Recording Academy’s GRAMMYU program, and YouTube’s Music & Premium product and engineering org. Soy has been invited to speak at Harvard Business School, Yale School of Management, USC Annenberg, NYU Stern, Drexel U, and as a keynote speaker, panelist, or moderator to 20+ conferences including MU:CON, SXSW, NY:LON CONNECT, Music Biz, jump.global, Country Radio Seminar, and #NEXTGEN_NOW to discuss: global music cultures, tech x entertainment, K-culture / K-pop / Korean diaspora, the future of digital platforms, content marketing, and leadership. She has received academic grants to conduct ethnographic research on Korean society and is a published thought leader on Asian Pacific content and culture.

Outside of work, Soy is a former semi-pro cellist turned dedicated sports super fan. She believes in the power of sports to enact societal change and serves on the non-profit board for Street Soccer USA, a national non-profit dedicated to eradicating youth poverty through football. She holds an MBA from Yale and a BA from Harvard.

In our saturated digital landscape, stories are shared every second. And in this landscape, we must question: what is the purpose of the increasingly ephemeral stories we share, if not to expand our collective consciousness? Connecting disparate communities, building experiences that bring delight, and championing lesser heard voices remain urgent life priorities.

ϟOY•JOURN: Soy + sojourn = I am journey-ing.

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