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![HYBE and Min Hee-jin NewJeans Controversy from the Perspective of a 20-Year Entertainment Industry Expert | Kim Yoon-ji, Senior Researcher at the Overseas Economic Research Institute of the Export-Import Bank of Korea #1 [Investment Insight] 증시각도기TV HYBE has shown a somewhat immature side throughout this process. The essence of the issue has become less important. Hello, viewers and investors of Stock TV. Recently, there has been a lot of societal concern about the entertainment industry. Last year, it did well, but the question remains about how it will fare this year. We’re joined by Kim Yoon-ji, Senior Researcher at the Korea Eximbank Overseas Economic Research Institute, to discuss this. Welcome. Today, I brought a drink because this topic is not easy to discuss soberly. The situation between HYBE, Min Hee-jin, and NewJeans has escalated, and unfortunately, it’s no longer just management fighting but the artists have joined the fray. I’ve heard from someone in the industry that the close relationship between a producer and an artist is inevitable. In the past, there have been similar cases where producers and artists were tightly knit. Now, something similar has happened with Min Hee-jin and HYBE. Most people outside the industry don’t know the exact terms of the contract between Min Hee-jin and HYBE. As my own son works in the entertainment field, I’m well aware of how important it is to work with a good producer. For a company like HYBE, which has invested tens or even hundreds of billions of won, it’s unthinkable that they would allow NewJeans to separate and go independent after establishing their position. Many in the industry agree that this doesn’t make sense. To the general public, NewJeans might seem like the underdogs, and people might feel they should be allowed to leave. But from the perspective of the entertainment industry, which requires substantial capital to grow, the relationship between investors and artists is key. You can’t discuss this industry without acknowledging the role of investors. This case is different from situations where individual members leave, as seen in the past with groups that had Chinese members. This isn’t about a single member leaving; it’s more about the fact that, in this industry, the producers are as important as the artists themselves. From the beginning, NewJeans has been marketed as Min Hee-jin’s girl group, so the idea of them continuing without her feels different. We need to approach this from a different angle. That said, it doesn’t mean HYBE should completely cut ties. Many people have different initial thoughts about the situation, but the core issue here is the importance of the relationship between producers and the company, especially when substantial investment is involved. From my perspective, the fundamental question is: what exactly was attempted? I still find this unclear. In any company, it's common to hear people say, "I want to quit, I can't work with this boss, I'm leaving tomorrow." We all talk about this with friends or colleagues. Sometimes, we even ask others to let us know if there’s a good opportunity elsewhere. But actually submitting a resignation is a whole different issue. But in the new premise, I still wonder what exactly they were trying to do. What exactly was attempted? We always talk about it at work, right? "I'm going to quit. I can't work with that boss anymore. I'm leaving tomorrow." We always have those conversations. We talk about it with our friends, with team members, and even ask friends outside of work to let us know if they hear of any good positions. But actually submitting a resignation is a whole different issue, isn't it? Looking at how the situation first unfolded, it seems like HYBE was the one to bring things to light. They shared a lot with the press, and Min Hee-jin, the CEO, responded with a strong counterstatement. HYBE was saying, "Min Hee-jin is trying to do this and that," but CEO Min was like, "What else have I done apart from that message on KakaoTalk?" The court also judged that they weren't sure what actions had actually been attempted. To me, this seems like the fact of the matter. Clearly, HYBE's relationship with CEO Min Hee-jin might not be good. There could have been friction about how a subsidiary operates so independently from the parent company. There were likely various issues internally, but they should have been resolved within the company without making the problems visible externally. The fact that they let it spill outside before resolving it was a huge mistake on HYBE's part, revealing weaknesses in their management abilities. In my view, this has greatly devalued HYBE, becoming a powerful force that has dragged down their valuation. Throughout this process, HYBE displayed a level of immaturity, and the core of the issue became less important. The real concern for investors now is whether the company can effectively handle issues like these. Once this problem is resolved, can the remaining HYBE groups continue to grow securely? This business is all about reputation. HYBE is now seen as a company that ousts female CEOs simply because she didn't follow their orders. That perception leaves a lasting impression on people's minds, damaging the company's future operations. From an investor's perspective, two major incidents have happened in quick succession. The first was the boost in value during 2020 when HYBE sold a huge number of albums during COVID-19, creating the sense that the entertainment industry was Korea's next big sector. But then, this recent issue with Min Hee-jin, alongside BLACKPINK's contract situation, has put a serious damper on things. BLACKPINK didn't renew their contract as a group, and though they claim to continue working together in some capacity, it's not the same as before. YG Entertainment's profitability has plummeted, revealing how dependent they were on BLACKPINK. This has left investors wondering whether the entertainment business is just a limited-time, seven-year affair. If BLACKPINK had carried on smoothly into the next generation, it would have seemed like a sustainable business, and investors would have continued to trust in the long-term future of Korean entertainment. But now, we're seeing the cracks in that perception. It’s become a question of how to invest in a business with a lifespan of only seven years, when even the manufacturing industry lasts longer than that. The BLACKPINK incident and the NewJeans situation have both severely harmed investor confidence. HYBE's struggles with its artists are analogous to a manufacturing company facing a revolt from its workers. When investors look at this instability, they start questioning whether the business is even viable. The concept of sustainability has been seriously undermined, and the fact that the seven-year contract issue has been a long-standing concern doesn’t make it any easier to deal with. What used to reassure investors was the belief that when a seven-year contract ended, the company would already have the next seven years planned out, ready to sustain their business. That faith in the big entertainment companies has been shaken. Achieving the kind of success that BTS or BLACKPINK did is incredibly difficult, and passing the baton to the next generation is no simple task. Even though investors had faith that YG would produce another BLACKPINK-level group, now that trust is faltering. However, I do think people are now looking at contracts a bit differently. In the past, when a group disbanded, the members would scatter. But now, groups like BLACKPINK continue to work together even while pursuing solo projects. This shows that they understand the importance of sticking together, and I thought that this might help extend the longevity of these groups. But in reality, very few cases of disbanded groups have seen much success with individual members pursuing separate careers. There aren’t many examples where groups have stayed active for long, especially when individual members run into personal issues. Take Big Bang, for instance—they’ve been around for a while, but their personal scandals have made it hard for the group to recover fully. In the entertainment business, it’s rare for groups to last more than seven years, and age is also a factor. Once a group surpasses the seven-year mark, the members tend to be quite a bit older. With BTS, they need to show a fresh side if they’re to keep running strong. One of the most disheartening things mentioned by the members was that they didn’t feel respected. This ties into a larger issue in our society, as we're seeing with the national discussion around workplace bullying. If we think about how BTS achieved success, it's clear why this is such a serious issue. Back when BTS rose to fame, they shared how they weren’t from one of the top three agencies and positioned themselves as underdogs who worked hard to gain recognition. This resonated with many young people who felt that if you work hard enough, you can succeed, even without the backing of a major company. This message gave hope to many, not only in Korea but also globally. BTS’s fan base, especially in the U.S., includes many people who identify as outsiders, those who don’t feel they belong to the mainstream—whether in terms of race, culture, or social standing. For them, BTS was a source of inspiration, showing that you can still succeed even if you start from the margins. With NewJeans, though there’s talk about Min Hee-jin, the allegations of bullying within the company are hitting a sensitive nerve for fans. It’s unfortunate that the company allowed things to reach a point where such accusations were made. Even if the situation was mostly an internal conflict among the adults in charge, they should have handled it better to avoid involving the artists. In the past, we've seen similar issues, like with Big Bang’s various scandals, which were almost at the level of criminal activity. The current situation with NewJeans might not be as severe, but bullying and exclusion are still serious concerns. Ultimately, experiences like these can serve as valuable lessons for the entertainment industry. This situation has highlighted that the entertainment business is fundamentally about human relationships. From the artists to the products they create, everything revolves around people. The moment someone’s feelings are hurt or relationships are damaged, the entire business can collapse. The entertainment business is all about personal connections, something I've always believed. Recently, I heard about Naver Webtoon’s global success, and it's fascinating to think about how it has outgrown Kakao Webtoon, despite being a later player. Many factors contributed to this success, but someone mentioned that webtoons are also a "personal connection" business. Webtoon creators are tough to manage—they're artists, after all, and keeping them on schedule, especially with weekly deadlines, is a challenging task. CEO Kim Joong has managed to nurture relationships with these creators, making personal connections the backbone of the business. In the entertainment industry, particularly with idols, you can't overlook the importance of personal relationships. The key skill for managing this industry is the ability to connect deeply with both the creators and the artists. HYBE, for instance, doesn’t just need skilled managers who are good with finance or operations. What they truly need are people who can foster those personal relationships, especially when they’re dealing with artists as young as 13 or 15. It’s about ensuring that these young talents feel understood and cared for, so they can be inspired to do their best work. Managing young artists is tricky because their idea of success might be completely different from what adults think. A 13-year-old might not care about owning multiple houses—they might just want to spend time with their family or have the freedom to eat out whenever they want. The manager’s job is to tap into what motivates them and help them thrive in a way that’s meaningful to them. This kind of nurturing is not easy to scale. When a company grows too big, it’s challenging to maintain those close relationships. That's why multi-label approaches, like those seen in large entertainment agencies, are supposed to help. But if personal connections within those labels break down, the whole system can fall apart. This business model seems uniquely suited to Korea. It’s hard to imagine it working the same way in Japan, where there's a more hierarchical, command-driven structure. Japan's entertainment industry often depends on strong, central producers who direct everything. In contrast, Korean idols often rise through collective effort and personal connection, like BTS did. Despite the challenges, I believe Korea’s entertainment sector has room for long-term growth. Many of today’s youth are drawn to this field because it allows them to express their talents and passions. If scandals like the one with NewJeans continue to arise, however, it might dissuade some young people from pursuing these dreams. When you look at what NewJeans members have said, there’s not much to disagree with. They simply want to keep doing what they’ve always done and follow their own creative paths. Ensuring they have the freedom to do so can lead to even greater success. These days, if you ask middle or elementary school students what they want to be when they grow up, many of them will say they want to become idols or YouTubers. They believe that with enough effort, they can make it. The entertainment industry needs to be able to channel that passion and potential into something positive. If Min Hee-jin were to leave HYBE, it’s clear that many companies would be eager to work with her. She mentioned once that “everyone is crazy about money,” and I think that’s why there would be a long line of people wanting to meet with her if she decided to move on. Right now, for example, there are people in the entertainment industry, like CJ, who may not have fully established themselves, or even private investors, just waiting for an opportunity. Many of them are keeping an eye on Min Hee-jin leaving HYBE. This was evident during the recent Tokyo performance, where her creativity was on full display. It was incomparable. That’s why this situation is even more unfortunate. Some people say, "If it wasn’t for the money, how could that group have been created?" But I believe there are people who could have made it happen with or without money. That’s the crucial difference in this case. While I'm not an expert, I was touched by the process of recreating a hit song from a legendary Japanese female singer from the '80s. It felt like a major event. It was amazing because I had never seen anything like it before. Even though I wasn’t familiar with the original song, just seeing it was enough to draw in so much attention and make it feel like a historic moment. That’s what talent is—turning something simple, like a cover song, into a major event. I remember thinking, "How do the Japanese people feel about this?" because the crowd's reaction was incredible. The enthusiasm was surprising, and I wondered what they were thinking while watching it. This is the true power of Korean culture—it’s not just about promoting our own culture but also deeply resonating with others. The entertainment industry’s core business is making audiences happy and even obsessed. Min Hee-jin is undeniably a top-tier artist in this field. If she were to leave HYBE, there would be countless opportunities for her. But if HYBE mishandles this situation, it won’t just be about losing one person—it could destabilize everything. They really need to handle this carefully. As for stocks and investments, that's up to everyone’s individual decisions. We're just having a casual chat here about the entertainment industry. As someone with a child in the business and another who's analyzed the industry, we’re just relaxing with a casual discussion. So, let’s pour a drink and enjoy this conversation. Watch the full video:](https://image.24vids.com/tw-1842046662933610609/amplify_video_thumb/1842042079117246465/img/At1wmSEbkseQtgQZ.jpg)
![⚠️ TW // MIGHT BE OVERDO SPOILER ⚠️ ⛔️ DO NOT read this tweet if you haven’t watched the actual ending yet, or, you don’t want the ending you want in your head right now to get ruined ⛔️ I already put the warning, so read at your own risk~ Overdo actual ending in original script (that I got). Reason why it didn’t get included in long episode.. probably because they don’t have enough time to shoot it, as we know the filming cycle for is only 90 days. Enjoy reading! ☺️ [33-10] The flames consume the Dongjiadu Waterworks. Smoke billows into the sky as beams collapse one after another. A rescue worker shouts over the roar of the fire. “There is someone!” It is Murong Qingyi. His whole body covered in blood. His breathing is shallow. “Young Master?” “You know him?” The middle aged man nods slowly, disbelief written across his face. “I used to work for Commander Li.” As they carry him away, Qingyi’s fingers twitch. “Susu...” [33-11] 3 Months later. Qingyi slowly regains consciousness in a small clinic. He instinctively tries to sit up. Pain tears through his body, forcing him back onto the bed. The physician quickly stops him. “Don’t move.” Qingyi look at him. “Who helps me? I have to go back.” “Someone who knows you said you need to recover first before you go.” “My wife is waiting for me” “You’ve been unconscious for 3 months. Your burns are severe, several ribs are fractured, and your lungs are injured from smoke inhalation. You won’t even make it out the front door.” Qingyi grips the edge of the bed. — Over the following months, Qingyi travels from one city to another. Everywhere he goes, he seeks renowned physicians and specialists for burns and internal injuries. One elderly doctor examines the scars on his back before shaking his head. ”You pushed your body too far. If you continue traveling before you’ve healed completely, these injuries will stay with you for life.” [33-12] Two years later. A physician smiles as he finishes removing the last bandage from Qingyi’s body. [33-13] Two years later. The rebuilt lakeside cabin in Shencheng looks much the same as it once did. [Montage] Haitang Qing’s voice is heard reading from her letter. “The Fang Trading Company has found its footing again. Our business in Nanyang is flourishing, and so many of our partners are eager to meet the mysterious boss behind it all. The new plane you donated to the aviation academy has already begun training a promising new generation of pilots. The girls’ school we founded has welcomed its very first class of students. The opening ceremony won’t be complete without its chairwoman. Susu... all of us miss you. How much longer are you going to wait for him? He’s not coming back.” The letter continues as glimpses of Susu’s life play out. Le-an sits at his desk practicing calligraphy while Susu patiently guides him, correcting each stroke with gentle encouragement. Later, she tends to the flowers blooming throughout the garden, carefully watering each one. She pushes Le-an on a swing beneath the warm afternoon sun, mother and son laughing together. That night, she reads him a bedtime story. When his breathing evens into sleep, she smiles softly, tucks the blanket around him, and quietly slips from the room. [Montage END] Spring has arrived. Outside the cabin, the lake shimmers beneath the sunlight. Beneath a flowering tree, a picnic blanket has been spread across the grass. Susu sits beneath the blossoms, finishing Haitang Qing’s letter. The warmth of the afternoon makes her drowsy. She places the letter aside, lies down on her side atop the blanket, and slowly drifts into a light sleep. Everything is quiet. Sunlight filters gently through the branches overhead, petals swaying with the breeze. Then a soft gust brushes past. Half asleep, Susu feels someone settle beside her. She lazily opens her eyes. Only inches away is a familiar face. A handsome man dressed in a white shirt lies beside her, his head resting against one hand as he quietly watches her. She simply closes her eyes again. Dreaming of him has become so familiar that it no longer surprises her. A small smile finds its way onto her lips. “This is strange...” she murmurs sleepily. “Why have I been dreaming about you so often lately?” Murong Qingyi continues watching her, his voice low and gentle. “What do you dream about?” Still caught somewhere between dreaming and waking, Susu answers without opening her eyes. “I dream about the braised pork you cooked... the snowman you made... that night when you woke up in the middle of the night, turned over, and wrapped your arms around me again... and... there’s more...” A smile tugs at Qingyi’s lips. Reaching out, he gently taps the tip of her nose. “Why are all your dreams about the past?” he asks softly. “Dream about our future instead... alright?” His voice is so clear and real. Like cool spring water washing over her. In an instant, Susu is fully awake. She stares at him. At the face she has missed for two endless years. Disbelief floods her expression. Before she can even think, instinct takes over. She throws herself at him. The force knocks Qingyi backward onto the grass as she lands against his chest. Supporting herself above him, she hesitantly reaches out, fingertips trembling as they brush against his cheek, almost afraid that touching him will make him disappear. “I...” Her voice quivers. “I’m really not dreaming... am I?” Qingyi slowly sits up, lifting her effortlessly onto his lap. He holds her close and looks into her eyes. “These past two years,” he begins quietly, “I traveled everywhere to recover... to heal my injuries. But wherever I went, I kept dreaming about you.” A faint smile appears on his face. “I dreamed we were sitting together just like this.” His gaze never leaves hers. “I’d tell you, ‘Come here.’ And you’d crawl over like a little cat. I’d hold you and tell you, ‘I was wrong. Don’t be mad anymore.’ You’d pretend not to understand. You’d yawn... and then curl up in my arms.” Tears begin spilling down Susu’s cheeks, but despite herself, she laughs through them. “You certainly know how to dream,” she sniffles. “I waited two whole years for you... and the first thing you do after coming back is try to sweet talk your way into forgiving you?” Qingyi smiles at her with quiet tenderness. “If you truly blamed me,” he says softly, “you would’ve forgotten me.” Another tear escapes Susu’s eyes. At the same moment, a flower petal drifts down from above, landing with the tear against his brow before sliding to his cheek. “If you were a river,” she whispers, “I’d cross it. If you were a mountain, I’d climb it. But you...” Her voice breaks. “How was I ever supposed to forget you?” Qingyi lets out a small, amused laugh, looking almost pleased with himself. “Ren Susu,” he teases, “you really haven’t changed at all.” She cries even harder, lifting her hand to smack him in protest. Before she can, Qingyi catches her wrist. Without another word, he leans forward and kisses her. A breeze rushes through the flowering tree overhead. Petals tumble from the branches like rain, settling in their hair, across their shoulders, and around their embrace. Their kiss lingers beneath the shower of blossoms, until the two lovers are covered completely in the flowers of spring. Qingyi says that he will always find her, and he did. Susu says she will wait for him, and she did. ❤️](https://image.24vids.com/tw-2085056667209945353/amplify_video_thumb/2085056611241144320/img/v1Ry6y5HyC2LSKO8.jpg)
![🦕💬 • 260611 [01:03 AM KST] 41 voice notes transcripted/translated in order: hi how did you like made by riize? you’re asking if i ate dinner? i didn’t eat. i ate lunch kind of late, but i ate a hearty lunch. i also wanted to do a live as i finished work, but while wondering if i should do a live or not, something new to do popped up. and while i was doing it, it got too late. so i'll do a live later. go knicks! lately, the NBA's a hot topic lately. knicks. crazy. i don't know, you know... basketball that well, but i remember growing up they were sort of *the team* that people, yk cheered on. but i don't remember anyone saying that they were doing great, or anything. but apparently they're in the finals rn and they're doing rly well, so also can't forget the world cup. world cup season rn, so... just sports season.. sports season, crazy, yeah? [singing dyd] how is it? riize's challenge. easy, right? do it lots, please~ these days, a lot of short-form [videos] are coming up, as you've probably seen. I thought it might be fun if everyone did that together... what do you think? live... there's a way to turn it on, but even if i turned it on, i'm not sure if i could do it well. i don't have confidence rn so i'm talking like this wa, but there's only 4 days left for our comeback.. only 4 days left... how is it? are you guys looking forward to it? are u guys excited? we're going to ulsan the 15th, and wonbin hyung, said he's buying us lunch... not really. but it's our first time going to ulsan all together. we'll have our comeback there. i think it'll be fun. also, the 15th we're doing a comeback live.. we've been doing it every comeback... and at the live stream we'll be high school students.. but it could honestly be university students too.. or really just do it without a concept, but i think it'll be fun... just... it'll be fun... so, while doing that we'll talk about the comeback whatever happens i want us all to just create fun memories together, and since it’s summer, how about you all enjoy summer together with riize... how does that feel? how's this pfp? i like it ㅎㅎ engddongi, eng, engddon ah, right. also with taro hyung, we'll appear at salon drip... i also think that will be fun when it comes out. the recording was also fun, with doyeon nuna.. please watch it ah... you guys can hear the dryer? i won't tell you who's clothes it's drying, it's a secret~ since you could look at this as something im trying out instead of doing a live stream i won't be able to do it super often or every single day, but I think it wouldn't be bad to use this feature again sometime what do you think? ah, but languages are difficult it's not easy to unify into just one language now, but on the other hand, it's really fun. somehow, this chat room..? is that right? realizing that this place is totally global and international is in a way pretty cool. haha anyway, after a long time i rode a bike again.. there was a lot of sunlight... sunlight.. did lots of photosynthesis but what was a real mistake was first of all the bicycle didnt have a basket, and I didnt wear a comfortable backpack. i came out carrying a somewhat awkward/uncomfortable bag, so i really messed up on top of that the bicycle was incredibly heavy, but then the battery completely died... so I almost cried. without even realizing it I had gone so far away so I suffered a bit. that’s the story i also have the feeling i bruised my butt a bit... ㅎㅎ but that will also become a funny memory, right? how's riizing summer vacation? i think there were really a lot of funny moments... sungchan hyung was so funny... sungchan hyung said somewhere he hasn't eaten ramyeon in a year ㅎㅎ and sungchan hyung honestly isn't the type to eat ramen alone, he's on the not eating it side... but he's always like 'one bite, one bite'... so if we put all that together, wouldn't it be a plate of ramen?ㅎㅎ for me, at the beginning of our debut, it was a bit... you know how while filming content, i ended up grilling meat and all? but now, grilling meat... well, i don't think it's that bad also, back when we went to japan to shoot our album jacket photos and the trailer, we visited a lot of vinyl (LP) shops... and that was actually the first time in my life buying an LP with my own money when i was young i went to la to play, and then there was this famous 'amoeba music' store. i looked around and everything, but honestly back then i really wasn't that much interested in LPs. so i bought things like a lot of stickers and used them to decorate my laptop. somehow, after that time, [it was like] I truly spent time in a vinyl shop? but visiting now that I'm a bit older, it was so much fun there are so many songs I don’t know, and tons of songs that aren't even famous so back then in japan, duran duran is a really famous band, but I bought duran duran's Notorious LP and then I also bought Barry Finnertys,, barrynims NY City LP. what was so surprising was that as soon as I listened to the LP, the sound and quality were so good that I was like, 'wow, what is this?' but when I looked it up on the internet, it only had like 3,000 views on YouTube? I think it was 3,000, so because it was so good, I bought it. and after that yesterday too while wandering around here and there, i happened to walk into a cafe and they had LPs there too so yesterday, I bought one or two ㅎㅎ lp's no mater how you look it they have a vibe... its true that nowadays you can just look up and listen to everything on your phone, but another good thing about it (lps) is that I think it’s really great for finding songs you don't know so when going to the lp shop you get to learn a lot of new songs that you didn't know before. even if you don't go with the sole purpose of buying an LP, it's just... really great for discovering things... should I say? a riize lp would also be good... back then, during boom boom bass, we even went there and did all that stuff with our LP too... how was the video editing? back then when i went to school when doing things like presentations, together with other students we would edit videos.. i did lowkey find that kind of stuff pretty fun though because it was pretty much my first time [doing that] since back during those days... but really i think it was fun like... yeah.. i want to try to do it again when i was young i did draw. i drew for fun but it had been such a long time since i last properly sat down and tried to draw something properly with a pencil.. i think it's been such a long time i'm probably the worst at drawing in my family? ㅎㅎ my dad's good, my mom's also good.. my grandpa also draws reaññu well. but it was fun drawing again, so i also want to try that again... why is there so many things i want to do? really why is it? and above all, i want to work really hard on music so that someday i can show you even more. now, like from the trailer to the full version that was uploaded to our site... those kinds of things are a bit different from just being a song, though.. now everyone, let's try meditating together with me sorry.. anyways.. i have to leave in a couple hours actually, so.. time to hit the hay, yeehaw i can't fall asleep right away ㅎㅎ this.. seems like it might be a bit difficult to interpret/translate.. (yes anton, it is,,,) next time it might be better to just turn on a live stream instead ㅎㅎ sorry wow... sleep is really not coming... [1 video] [1 picture] ok jinja gn](https://image.24vids.com/tw-2064828967698289061/amplify_video_thumb/2064826889588330496/img/FHdAhPufEldmZUbq.jpg)
![Just in $AMD Anush "Speed is the moat"|ROCm🎙️ In the race to define the future of AI, what's the one advantage that truly lasts? It's not proprietary tech, argues Anush Elangovan Elangovan, VP of AI Software at AMD , but the sustainable speed of innovation. He explains why AMD is rejecting the "walled garden" model for its open source ROCm stack, betting that an open community flywheel is the key to victory. Listen to understand how this open strategy is designed to out-innovate closed systems by empowering developers to solve everything from frontier-model challenges to the mundane, everyday problems that define the "last mile" of AI. AMD ROCm Software: Part 1 Transcript [00:00:00] Andrew Zigler: Joining me is Anush Elangovan, VP of AI software at AMD. And when people talk about AI compute, the conversation often stops at hardware specs, but it's more than just physical chips that win the game. It's also the software ecosystems supporting them. [00:00:18] Andrew Zigler: The prevailing strategy in the industry has been to build something like a walled garden. You know, something closed, proprietary locks, developers in. But AMD is betting on an entirely different play, open source acceleration, and with rock, their open source AI software stack. AMD is building not just hardware parity, but an innovation flywheel that's powered by the community with interoperability and the freedom to scale without all of that pesky lockin. [00:00:48] Andrew Zigler: And in this world, speed is your moat and how fast you can innovate while your platform remains open, flexible, and standardize across all of its applications. That's what we're gonna explore [00:01:00] today. So Anush, I'm really excited to have you here. Welcome to Dev Interrupted. [00:01:04] Anush Elangovan: Thanks for having me. Uh, super excited to chat about it. [00:01:07] Andrew Zigler: Amazing. Well, let's go ahead and dive right in with kind of what I laid it out with in the beginning, the idea of the moat and it being about speed. I wanna unpack that a bit because that came from you when you and I first spoke. And I, and I want to know, you know, how do you define speed inside of AMD beyond just things like hardware, benchmarks. [00:01:27] Anush Elangovan: Yeah, that's a very good question. So when we typically talk about speed, everyone's like, Hey, hardware benchmark specs, right? Like, uh, memory bandwidth or, or flops. And that is one important part of it, uh, AMD does very well. With that, we do have, a, a very good history of executing on that axis. [00:01:47] Anush Elangovan: But when I say speed is the moat, it is about, uh, how we prepare, how we build the muscle to run the race for a long time and run it fast. And it is [00:02:00] not about a single point in time that you've, you've beat some you know, benchmark and, and you declare victory. It's about building the ability to consistently develop and deliver. [00:02:13] Anush Elangovan: Both hardware and software innovation at scale and do it fast, right? Like, you know, we we're increasingly getting to a point where models come out and they're, uh, you know, a year or two ago it was like, Hey, they work on AMD on day zero, which is great, but now they are performing on AMD the day it releases, right? [00:02:32] Anush Elangovan: So, what does it take to Prefetch where the industry is going? Be prepared to intercept. At that point is what you know, I, I refer to as you know, the, the speed factor in, in creating this mode, right? And the mode is just shed all things that hold you back and run as fast as you can. [00:02:53] Anush Elangovan: Uh, because the pace of innovation that is, uh, being seen in, in AI [00:03:00] industries is just. Amazing. Right? And it's like, it's transformational at at how you generate electricity. It's transformational as at how you build data centers. It's transformational at how you deploy compute, networking. It's transformational at what kind of use cases you, you know, uh, use AI for. [00:03:17] Anush Elangovan: Uh, and for that, you need to be prepared to, see what comes tomorrow and be prepared to run the race tomorrow. [00:03:23] Andrew Zigler: Yeah, it's a really great perspective because it highlights that it's not just like a checkpoint that you run through. I like how you called out, like it's not just hitting that benchmark or being the best in class at that moment, in that snapshot, it's about having a. The throughput and about having that dedication to the idea and continuing to deliver on it. [00:03:43] Andrew Zigler: It's not just crossing the threshold, but it's also being the engine. And that's what, that's what protects a business. That is the moat, because the moat is that innovation layer, the faster and more, uh, future forward. That you can work and think, [00:04:00] you know, the better. Uh, we, we talk a lot about like future forward work styles. [00:04:04] Andrew Zigler: Like what are the things I could be doing right now today that are gonna be like, way more useful tomorrow? Let, let's abandon those, workflows that are older and that kind of like, that translates into. An advantage when you work that way. You know, what kind of things have you learned working with, uh, like across all spectrums of people who would use ROCm, right? [00:04:23] Andrew Zigler: You have like the developers, but then you also have the enterprises and you have this large span of adoptees, right? So what is the, what does that look like that you learn? [00:04:32] Anush Elangovan: Yeah, so, so the way I look at it is there are gonna be pockets of different, uh, you know, cadences, right? Like, so people who are deploying in enterprises, for example, right? The validation and how long it takes for them to deploy an LLM that's secure. It's, with guardrails, et cetera, maybe longer. [00:04:52] Anush Elangovan: but you still have to go through the process and you have to be prepared to like, walk that walk to deploy an enterprises. That doesn't mean it's [00:05:00] not fast, that's as fast as you can do for that industry, right? And if you are deploying AI in healthcare, right, it's, it's got its own, uh, cycle. [00:05:07] Anush Elangovan: but in each one of these, you want to see how, like, go down to the essence of what is it that you actually have to do. And, you know, I, I, I like how you framed it. It's like it's, you shed your prior assumptions of how things are done, right. And, and you kind of build up from a, uh, first principles, uh, approach to say, this is how I could use AI to unlock, whatever I'm doing. [00:05:33] Anush Elangovan: And, and, some of it, you know, it's good to really step back and look at. Just question every part of it, right? Like right now you're getting chat GPT and, Gemini competing for like, math, olympiads and, and, uh, college, uh, reasoning, uh, tests. Right? And, and those are like that, that is amazing and increasingly like complex tasks that they're trying to do. [00:05:58] Anush Elangovan: But there may also be like. [00:06:00] More mundane things that AI could, could get applied to. Right? And, and so when we think about shedding old ways, you wanna shed it not just in like the tip of the spear. It's like, you know, I'm gonna see what's the frontier model. It's also, it could be something as simple as. [00:06:18] Anush Elangovan: How do you choose a, a movie, uh, you know, like a recommendation system, right? Or, or, uh, an automated, uh, flight, uh, rebooking system. So the moment, you know, your flight is late, uh, right now it's a notification, right? It's like, oh, you got a text message saying your flight's late. And I got that like three times this week. [00:06:38] Anush Elangovan: But anyway, uh, and, and, and, and, I was just like, okay, so if I were to rethink this. All this MCPs that we have that should be hooked up into an MCP that says, your flight's delayed. Here are your options. If you want, you know, these are the paid options. Yeah. Here are the free options. This will get you back into your you know, Toronto airport [00:07:00] tonight. [00:07:00] Anush Elangovan: Or if you stay, here's a hotel plus this, plus this, plus. It's just like, go ahead is all I should say. Versus now I'm like, okay, can someone, you know, can I call a travel agent? Can I do this? Can I go online and log into And you know, so we gotta fundamentally rethink even those like small, nuances of, things that we do that can be automated out and AI is really, really good at doing something like this, right? Maybe I just explained an AI startup idea right now. Somebody should just start that. [00:07:29] Andrew Zigler: I think you did. Yeah, you definitely did. Someone, one of our listeners is definitely going to lift that off of you. I, I, I, you know, I hate being on the receiving end of those. You feel a little helpless and then you have to like, follow the whole flow. So I know what you mean. Like I, I like how you called out that the build and this like. [00:07:45] Andrew Zigler: Where speed is your moat and the innovation layer is protecting you, is what makes you better than your competitors. How you scale that and you bring that to market. So by understanding the problems that you're solving, uh, throwing away those older assumptions, but also [00:08:00] recognizing that like. We're building every single day, new things and new ways of using stuff that we're still figuring out the implications of. [00:08:08] Andrew Zigler: And so when you have a lot of velocity and you're introducing a lot of new ideas, and maybe you have that workflow now that automatically rebook your flight off of your late flight text message, and uh, I know I would certainly use it, but you know, what kind of philosophies guide the way that y'all think about building this ecosystem to manage that stability while letting folks. [00:08:29] Andrew Zigler: Play with the speed and the assumptions and the airplane re bookings. [00:08:34] Anush Elangovan: so, so I think, you know, we need to peel one layer down, right? and the philosophy is, Hey, we, we just discovered electricity, right? And you know what we're gonna do? We are gonna make motors, uh, or dynamos, right? Like engines. Uh, sure. We don't know if it's gonna be a Ferrari that you're gonna make, or it's a a a a dump truck. [00:08:57] Anush Elangovan: That's good for doing this. But let's [00:09:00] let, which is also required, right? You need a dump truck. You need a garbage truck. And, [00:09:04] Andrew Zigler: Yeah. You need the [00:09:04] Anush Elangovan: course you need, uh, a Ferrari for a midlife crisis, right? So, [00:09:09] Andrew Zigler: precisely. [00:09:10] Anush Elangovan: But, but my, uh, point is what do we build next? And, uh, and this is what I meant by like, okay, let's, let's take those baby steps to build the. [00:09:20] Anush Elangovan: Infrastructure that's required that we know we'll have to use, right? So, so if I just discovered electricity, okay, great. Now one, how do I save this electricity and how do I use it? So there's battery technology, so you need to do something like that, right? Like so. But then you also want to make it into an actionable thing. [00:09:37] Anush Elangovan: You want to make it for like automobiles, or you wanna use it for, you know, powering, uh, entire cities. So it is that transformational. So, uh, AI is that transformational. So, if you distill down, it'll, it'll come down to how do we think about, what we can do with this this fundamental technology that, We may not be aware of what it [00:10:00] is gonna unlock next, but at least you know the next step is clear, right? It's like a dense fog, you know, it's gonna be like, it, it's the right path. You see the light, but it's kind of like out there and, and the steps you're taking are concrete and you're like, okay, this is good. [00:10:16] Anush Elangovan: I, this is better than where I was or where we were. So we are moving forward. So you can build with the. Intuition from what you see in the short term and a tactical view, but towards what you think the future is gonna be. [00:10:28] Andrew Zigler: Right. You almost like we're all in this like fog of war, right? And like you said, you're reaching out and you're trying to step through it. You could think of it too, as like you're in the dark and your hands are up in front of you and you know that. You're, you're not gonna run your face into a wall because your hands are out in front of you, but you're not gonna maybe do much better than that. [00:10:45] Andrew Zigler: So that's kind of like, I think the eco, the, the industry, the world that we find ourselves in, uh, and we all have to, then this becomes the power of an ecosystem, of a group of people working together to create that layer of, [00:11:00] uh, of establishing the [00:11:01] Anush Elangovan: exactly. And I, I, I just, instead of, you know, saying fog of war I describe it as like, you're in this. Beautiful valley with like a morning, uh, fog that's in. You can smell the flowers. You, you hear the birds. You are like, okay, it's, we are in like, uh, utopian paradise and yes, I just need to like, continue the walk, right? [00:11:24] Anush Elangovan: and then move forward with that, conviction that you're in the right spot. [00:11:27] Andrew Zigler: Yeah. So let's talk about that ecosystem world. This nice, I love how you describe it, this grassy side of a hill in the morning that's covered in some mist and maybe we can't see 30 feet in one direction, but it sure is a beautiful hill and it smells nice. And so we're all here. And why is, in that world, why is. [00:11:44] Andrew Zigler: You know, open source, their strategic advantage that y'all are going for in the AI hardware market. And, and then how does like ROCm turn that into wins for people within that ecosystem? [00:11:56] Anush Elangovan: you know, the, the way we look at it is this, is kind of like how I view [00:12:00] AI and the ecosystem, right? But, but it is for everyone to enjoy. Uh, and so we do want to make sure that. You know, it is, uh, beneficial for everyone. [00:12:09] Anush Elangovan: The ecosystem can come in and, and innovate. It's an open innovation engine. and uh, it is very different from, you know, having a walled garden with, Hey, only I know how to do this and I'm gonna do it and throw it over the fence and you can use it or keep walking, right? So we'd like to be good citizens that way, but also. [00:12:30] Anush Elangovan: Uh, it is self-fulfilling in a way, right? Like it, the, the pace at which we innovate with open source is unmatched. Like, you know, our serving engines are like VLLM and, and sg l. Those things, uh, those frameworks are like super, super aggressive in terms of how fast they come out with features and how fast they can you know, get performant models out. [00:12:52] Anush Elangovan: And that compared with what, uh, you'd get from, you know, the likes of like T-R-T-L-L-M or something is always lagging, right? Because you [00:13:00] just can't keep up with you know, 200 commits a week just on one particular model to get that model really performant [00:13:06] Andrew Zigler: And, and, and in that world where, you know, everyone can enjoy the winds of this, what kind of customer stories or innovation stories have really stood out to you and excite you about building and creating this place for developers? [00:13:19] Anush Elangovan: Yeah. So I think the parts that are super exciting for me are when when we get to see a customer that is first skeptical. Then they start a little like, okay, fine, we'll give you a chance. Uh, we do a simple, uh, POC and then they're like, huh, this seems to work. Yeah, we told you it works. [00:13:42] Anush Elangovan: You don't have to change one line of code. Really? Yes, no need to change one line of code. Okay, let's try a production workload. So then they try it. Oh, you're more performant than the competition. Yes. We're more performant than, than the competition. So how much does it cost? And we're like, oh, it's your TCO is better with, uh, [00:14:00] AMD. [00:14:00] Anush Elangovan: So again, they're like, wow, okay, good. So now how do we deploy at scale? And then we go deploy it at scale. And when they give a thumbs up on that and they say, this is good, right? That's when you know, you, you see it go full circle from like, oh, we, we've never heard about AMD to like actually deploy to tens of thousands of GPUs In the order of a few months, right? It, it, it really is fascinating to see and very exciting and invigorating to [00:14:28] Andrew Zigler: Yeah. At like a great exposure to a lot of interesting problems. And, and then people using the infrastructure, the, the technology available to solve those problems. Really specific problems by the way, that's often why they're bringing their data and AI to it, uh, is because it is really specific and important for them. [00:14:45] Andrew Zigler: And there's a, a lot I think that other engineering orgs can learn and even emulate from AMD's success and, and having this open source ecosystem and it causing this acceleration within. You [00:15:00] know, uh, customers and enterprises that use and adopt the tools and, and, and that creates an advantage. And that goes back to why we're talking and like the real thesis of our conversation today. [00:15:10] Andrew Zigler: So how do you think engineering leaders that are listening to this and obviously tapping into this great success AMD has from an open source flywheel, how do you think other, other folks building in the same space can foster that open, first, that open source oriented culture in order to, you know, accelerate their innovation goals? [00:15:29] Anush Elangovan: Yeah, that's a very good question. So the startup that um, was acquired by AMD we, we built, I mean, we started off doing iot stuff and you know, smart ring and all that, right? But in the, the end of like, uh, and not the end, the last six years of the company was building ML compilers. [00:15:47] Anush Elangovan: And ml, ML compilers are like super, uh, complicated, sophisticated, advanced algorithms, dah, dah, dah. but it was all open source, right? So our VCs were like, wait, what do you mean your core [00:16:00] IP is open source? And um, the speed is the moat applied even then, right? It was just like, yes, if you have an idea that. [00:16:08] Anush Elangovan: Because someone saw this idea that you are, they're gonna be able to catch up, then you probably have the wrong idea anyway. But if they are, you know, you execute and they're gonna catch up, that you should assume they're gonna catch up. Right? So you gotta move forward. So keeping it open source is super important. [00:16:25] Anush Elangovan: But also to your question on like, you know, the learnings from an AMD standpoint, right? If there are, hard problems, I'd say dig in and work through it, right? Like there's no way but through it, right? That should be the simple mentality. And more, uh, frequently than not. you'll see that you'll just make it through in a, in, in good form. [00:16:52] Anush Elangovan: But if you doubt it and you're like, oh, I don't know if I should commit, if I'm, I, you know, what should just commit to do the right thing [00:17:00] every step, right? Every step, and just keep taking one step in front of the other. And in no time you'll see that you'll be running. Right. And, and yes, the first few steps will be like, yeah, everyone's complaining about your software quality. [00:17:15] Anush Elangovan: Everyone's complaining about this and that, and it doesn't work. And, and a few steps in, you know, you get, you get the hang of all the complaints that are coming in. You get the feedback loop. You're like, okay, what, what are you prioritizing again? One step in front of the other, right? You just keep knocking that out and then you get to a point where you're, it just becomes second nature, right? To do the, to do the right thing. And, and then yes, if someone gives you two options, you'll be like, fine. This is, uh, you know, there's always the resource trade off. There's always a human capital trade off, but what's the right thing to do? of course, I, I'm pragmatic about what we choose, but, but if the right thing for your long-term success is dig in, go first, principles, make it [00:18:00] happen. [00:18:00] Anush Elangovan: Well. Then just go for that. There's, there is no shortcut to [00:18:04] Andrew Zigler: acknowledging, you know, how it aligns with your mission, your core company goals, and what you're looking to achieve. And, and I, I love how you rightfully called out that in the open source world and you know, you have your technology that you've built, what you think is your moat upon, right? [00:18:22] Andrew Zigler: It's your code and, and to open source that, or to just make it where anyone could peer in is, you know. Scary in one regard, but two, it just kind of feels like you're handing away your throne room in some kind of sense, a very direct feeling sense. But the ultimately, you were really right to call out, and this is something I think about all the time, that the real power there is still the speed This the speed. [00:18:42] Andrew Zigler: That was the moat at the beginning of our conversation. It's the speed in combination with your. Very specific domain understanding of what you're building and what you're creating, and your new role as the steward of that world and how people plug into it, which [00:19:00] has frankly, a lot more influence and power than lording over a closed. [00:19:04] Andrew Zigler: You know, repository or an ecosystem, and like you said, like throwing things over the wall. Sure. There, there might be people always on the other side of that wall, but you're not gonna have a great connection with them. You're not gonna be able to really clearly understand them. I, I like your metaphor of the side of the field of the mountain a lot more. [00:19:23] Andrew Zigler: But, but in the, in this world, you know, where. That speed is, is the power and, and open source is just one way that you can harness that speed to get really far ahead and to innovate. , There's other parts of this equation that you can be experimenting with too, and I'd love to pick your brain about them as a software leader and, and, and one of them is about looking forward and kind of understanding that future that we're all building towards and beyond today's models and hardware. [00:19:48] Andrew Zigler: You know, what do you see as the next major bottleneck or opportunity in the AI compute space? As, as you know, enterprises and folks start to get a little more mature about what's available to [00:20:00] them. [00:20:00] Anush Elangovan: Yeah, I think, the bottleneck and opportunity is, uh, what I'd call, call walking the last mile of ai. Right. Uh, and like I I, I gave you an example, uh, previously, but, but it's similar to that. It's like there are cases where Humans have so many, uh, things to do in your day. You know, like the, if we sit down and actually had a customer focus like, okay, these customers lives, I'm gonna save four hours of this customer's life. And if you actually sit down and look at all of that, it'll be. Easily automatable, easily you know, uh, applicable, uh, for ai, right? [00:20:39] Anush Elangovan: Like, but then making it happen is gonna take a little bit, right? It's like maybe it's, uh, paying your utility bill, right? Or something like that, right? Or, or, your healthcare explanation of benefits. Uh, like, I'm sure you get an explanation of benefits, and I'm like, I, I don't even know what that thing is. [00:20:55] Anush Elangovan: It's just like EOB and like. [00:20:57] Andrew Zigler: it's a big, a big old PDF. Yeah, [00:21:00] exactly. [00:21:01] Anush Elangovan: Like, like, I'm like great straight to the, uh, shredder, right? And but that could be, you know, automated with the ai, right? It, it, it'd be like, Hey, the summary of this thing is you went and visited this day. Everything is okay. Everything is paid for, so don't worry, it's not a bill. [00:21:17] Anush Elangovan: That again, the same, uh, thing, but the sense of what that information overload is could be. Digested by ai, uh, accumulated over time and retrieved when you need it. Like, I don't, I actually don't even need to know this EOB right now, unless of course, whenever I need to know it, that maybe, you know, like for some benefits I need to figure out what do, what did I do over the past year and how do I apply it? Source:](https://image.24vids.com/tw-1994972575768727743/amplify_video_thumb/1994972220930621440/img/_5CCZJyz89oDfqQJ.jpg)
