BRAVE Southeast Asia Tech: Singapore, Indonesia, Vietnam, Philippines, Thailand & Malaysia Startups, Founders & Venture Capital VC (English)

Karl Mak: Viral Memes Founder, Price of Fame & Hepmil Media Evolution - E447

Jul 16, 2024

41:10

Karl Mak, Cofounder & CEO of Hepmil Media Group, and Jeremy Au talked about three main themes:

1. Viral Memes Founder: Karl shared the story of how SGAG was born out of boredom during his university days at Singapore Management University (SMU) where he and his co-founder Adrian spent time creating side businesses. The breakthrough came in 2012 when Singapore's McDonald's ran out of curry sauce, a rare headline that inspired them to create a viral meme. This led to the creation of SGAG, a Facebook page where they posted memes that quickly gained popularity. They realized the potential of their reach when they saw that their memes were engaging millions of Singaporeans weekly. They initially monetized by selling t-shirts but soon found it unsustainable. They got inspired by BuzzFeed and Vice and shifted to integrating brands into their content, leading to their first big break with Scoot Airlines.

2. Hepmil Media Evolution: Despite challenges, such as a failed M&A with a large media company in 2018, they persisted and reimagined the business, leading to significant growth, with the company now employing 200 people across six offices in Southeast Asia. Karl described how they expanded both geographically (from Singapore to Malaysia and Indonesia, reaching 15 million young people) as and with new verticals like Hepmil Creators Network to support young content creators on platforms like TikTok. This led to a successful Series A funding and by 2021, they ventured into social commerce, leveraging their network for live streaming sales in Vietnam and the Philippines.

3. The Price of Fame: Karl reflected on why people want to be famous and the challenges that come with it. He categorized people into three groups: artists with a creative itch, those who become famous accidentally, and those seeking recognition for vanity reasons. He highlighted the downsides of fame, such as loss of privacy and the pressure to constantly post content, leading to burnout and identity crises. He also stressed the importance of mental and physical well-being, advising creators to take breaks and maintain a clear separation between their personal and online personas. He shared his own coping mechanisms during COVID-19, such as running and cycling, which helped him manage stress and maintain his mental health.

Jeremy and Karl also discussed the impact of accidental fame, the evolving nature of media consumption, and strategies for mental health and well-being for content creators.

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