Bing Chen: Hype man for Asian Hollywood

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As I read through Bing Chen‘s story, I couldn’t help but be in awe of his incredible journey and the depth of his ambitions. Having relocated to Shanghai in the late ’90s and then returning to the United States, he pursued a degree in creative writing at University of Pennsylvania and worked for tech giants like Google and YouTube before moving to Los Angeles to follow his creative interests.

In the center of Silicon Valley, at Chef Chu’s restaurant adorned with gold dragons on its walls, a select gathering of notable Asian investors and tech leaders enjoyed Peking duck and garlic noodles.

At the request of Bing Chen, a 31-year-old ex-YouTube executive, they were present. Next to him was the esteemed guest, director Jon Chu, who was only a month away from debuting his 2018 movie “Crazy Rich Asians.”

For Chen, the film represented more than just a pivotal moment for Asians in Hollywood; it was a significant chance to reshape the way Asian cultures were portrayed as a whole. His desire to be involved was strong.

Based on my personal perspective and experience as a seasoned facilitator, I believe that “Chen suggested that everyone share their commitment to this endeavor by going around the table and expressing it aloud” would be a clear and natural way of paraphrasing Chu’s recollection. This version maintains the original meaning while sounding more conversational and less formal. The use of “share their commitment” emphasizes the importance of individual buy-in, and “expressing it aloud” adds a sense of accountability and transparency to the process. Overall, this paraphrase retains the essence of Chu’s recount while making it more relatable and easier for a broader audience to understand.

As a devoted cinema enthusiast, I’d put it this way: “It’s as if he’s your beloved camp counselor among these towering figures,” Chu shared, “interacting with them as if they were still wide-eyed campers like us.”

Towards the end of the evening, a group of individuals, which consisted of Opendoor co-founder Eric Wu, WeWork’s former CTO Shiva Rajaraman, and Andreessen Horowitz partner Maggie Hsu, made a decision to purchase as many cinemas as they could for the debut weekend of “Crazy Rich Asians.” This idea was borrowed from the Black community’s successful campaign for “Black Panther” earlier in the year. They then took to social media, rallying celebrities and influencers to join their #GoldOpen movement and encouraging the public to attend.

I’m excitedly looking forward to acquiring the future rather than begging, borrowing, or taking it unfairly, as suggested by Chen’s cryptic tweet.

The campaign was extraordinarily successful, with “GoldOpen” contributing significantly to Chu’s box office triumph. “Crazy Rich Asians” earned an impressive $26.5 million during its first weekend in cinemas, marking the highest-grossing Asian film since 1993’s “The Joy Luck Club.” The movie sparked important discussions about greater representation in Hollywood.

The blossoming movement presented a fresh objective for Chen: It sought a head who could rally the appropriate individuals and assets to facilitate the prosperity of Asian undertakings, be it within or beyond Hollywood.

“Chen explained that there’s a dangerous duo at play: manipulating public opinion and beliefs through media, followed by utilizing economics to maintain these new possibilities,” or “According to Chen, the media is used to transform public opinions and values, while economics is employed to support these new ventures.”

That’s the big idea behind his nonprofit, Gold House.

Over the past six years, Gold House has established itself as a trusted resource for movie studios and TV networks when it comes to Asian-themed projects. They provide consultation and promotion services for notable productions like “Turning Red,” “Joy Ride,” “Beef,” and “Past Lives.” Gold House is also active in advertising and marketing, conducting studies on the representation of Asian women in media. In addition, they collaborate with platforms such as Spotify to support emerging AAPI musicians. They work closely with Hollywood’s leading talent agencies.

As a devoted cinephile, I firmly believe that Los Angeles holds a unique position in shaping our broader societal landscape. With its rich cultural offerings constantly pushing boundaries and setting trends, it feels like we’re teetering on the edge of something groundbreaking every time we visit this dynamic city.

— Bing Chen

Chen expressed that the objective is to challenge stereotypes and present fresh, positive representations of our community instead.

If all goes according to plan, he’ll build a new media empire in the process.

Chen, who is currently 37 years old, manages Gold House with a small team. There are approximately 25 full-time employees working across our offices in Los Angeles, San Francisco, and New York. This count does not include part-time staff, advisors, or external partners.

Despite working inconspicuously on a multitude of projects, the organization thrives. In the realm of film and television, the team offers consulting services, conducting cultural research, assessing scripts and casting, arranging product collaborations, and assisting with marketing and public relations efforts. These tasks serve as the organization’s major income generators. Some recent productions bearing the Gold House imprint are HBO’s adaptation of Viet Thanh Nguyen’s Pulitzer Prize-winning novel “The Sympathizer.”

In the year 2022, Gold House, an organization, introduced Gold House Ventures, a $30 million investment fund. This fund is dedicated to backing Asian Pacific-headed businesses with great potential. The portfolio holds over 80 companies led by founders identifying as AAPI (Asian American and Pacific Islander). Notable investors include managing directors from Lightspeed and Bain & Company, charitable groups like the Chan Zuckerberg Initiative, and individuals such as Tony Xu, CEO of DoorDash, Steve Chen, co-founder of YouTube, rapper Anderson Paak, and actor Daniel Dae Kim.

Gold House Ventures functions as a for-profit business, benefiting its investors. However, the management fees and earnings are channeled towards the nonprofit sector. Furthermore, in collaboration with other multicultural VC firms like Harlem Capital, they have successfully introduced numerous individuals of color into corporate boards. These placements hold significant influence, surpassing even C-suite roles, according to Chen, who noted that over sixty individuals have been placed thus far.

Prior to founding Gold House, Chen was known for his clever networking skills and astute business sense. At YouTube’s inception, he recognized its potential as an equalizing stage where the next wave of digital content producers and thought leaders could emerge.

As a passionate film enthusiast and early YouTube pioneer, I took the reins when I joined the team, constructing most of the creator programs from the ground up. I spearheaded the development of YouTube’s Creator Hub, revamped and globalized its Partner Program, launched a Talent Incubation Program, and came up with the concept for the Gold Play Button Awards, honoring the site’s most popular channels. Recognizing the value of offline engagement, I also played a pivotal role in producing the second annual VidCon. Convincing YouTube to invest in this fan convention when many in traditional entertainment dismissed YouTube stardom was no small feat, but I saw its potential and made it happen.

In the early days of Hollywood, opportunities for Asian actors were scarce. However, on YouTube, a platform bloomed with success for numerous Asian content creators. Pioneers like the Wong Fu Brothers and makeup artist Michelle Phan amassed massive followings.

In the following years, Chen formed strong bonds with these artists which turned out to be essential when he needed to mobilize the community for the establishment of Gold House.

Growing up in Knoxville, Tenn., I was the son of Taiwanese immigrants. My early years were filled with the distinct twang of the country and classic American pastimes like playing baseball and relishing hot dogs. However, I couldn’t help but notice that my family stood out as one of the few ethnic families in town. Instead of feeling set apart, I chose to embrace this uniqueness and saw it as what made me truly special.

Disney movies were a significant part of his childhood, just like many American kids, and he believes they instilled valuable life lessons in him. For instance, understanding true love was made clear through “Beauty and the Beast,” while “Dumbo” demonstrated how to make the seemingly impossible achievable. These messages continued to resonate with him as he grew older. He acknowledged that this is likely the case for many individuals, explaining Disney’s enduring influence. Media, in his observation, holds considerable power in shaping public opinion.

“I remember … thinking, what if I could do this?”

In the late ’90s, the Chen family moved to Shanghai. Later on, they came back to the United States and settled in Orange County. He earned his degree in creative writing from the University of Pennsylvania and gained some work experience at Google and YouTube before deciding to move to Los Angeles in 2014 to follow his creative passions.

Gold House Ventures operates as a business to generate profits for its investors. However, the fees earned by the management and the profits gained are redirected to the nonprofit organization.

“Chen pointed out that Los Angeles, due to its rich cultural influences, could be considered the starting point or turning point for larger societal transformations. This contrasts with cities like New York, San Francisco, and Washington, which are known as financial, technological, and political hubs of the country, respectively. The idea is that we must first imagine and have faith in the possibility of change before it can truly come to fruition.”

Last August on a Wednesday in early autumn, he attended a breakfast meeting with Christy Haubegger, the founder of Latina magazine and a previous executive at WarnerMedia, starting at 8:30 a.m.

“Chen described her as an ardent advocate for diversity and inclusion over an extended period, yet remarkably practical and intelligent,” he shared. Gold House focuses on collaborating with other cultural groups in order to initiate comparable economic development in their respective communities.

In a low-key olive green T-shirt featuring black and yellow snakeskin prints on the sleek sneakers, Chen exuded a laid-back sense of style. However, his shoes held deeper meaning. They were a creation of renowned Asian American designer Jeff Staple, inspired by Gidra – a student publication established in 1969 that amplified the voices of the Asian American civil rights movement.

Chen’s next stop is a strategic planning meeting with United Talent Agency.

“Early as always,” one staff member remarks as Chen arrives at the office.

Following multiple phone conversations, Chen arranges a lunch meeting with Janet Yang, the president of the Academy of Motion Pictures Arts and Sciences. Later in the day, Chen attends a job interview and records a podcast episode, wrapping up his workday at 9 p.m.

During the span of a day, Chen comes across as if he’s acquainted with many influential Asians in the media sector. No surprise there, Kevin Lin of Twitch is one of them. Steve Chung, the North American CEO of CJ ENM – a major South Korean entertainment and media company – is an old friend of his. Terra Potts, who used to hold the position of executive vice president of worldwide marketing at Warner Bros., is considered a kindred spirit by Chen.

“He’s just an ultimate connector,” said Yang, who has become a close friend.

If we could unite and channel all of our collective power, including that of the global majority and the rapidly expanding domestic forces, towards creating a brighter future not just for us and our kids, but for all people, what an incredible impact that would have?

— Bing Chen

Priscilla Chan, Spotify’s business development associate, shared that Chen consistently brings together individuals who she believes would benefit from each other’s company.

Chen effectively advocates for Asian American issues in business circles, leveraging the growing awareness and concern over diversity to advance Gold House’s goals.

“According to Potts, there’s an important aspect of diversity that aligns with fairness, equality, and what is morally right. However, it’s essential to acknowledge the practical side of living in a capitalist society where diverse groups of people, consumers hold significant spending power.”

One of Gold House’s most prominent annual events took place last May in Los Angeles – the Gold Gala’s second iteration. Coined by Chen as the “Met Gala of the West,” this extravagant gala honored the 100 most influential Asians in culture and society. This year, Ke Huy Quan, who won an Academy Award for his role in “Everything Everywhere All At Once,” and Sandra Oh graced the event with their presence. The recent edition, which took place last month in downtown L.A., was just as dazzling.

At the lavish event in 2023, Chen revealed the next steps for Gold House’s development as he outlined a three-part plan.

Initially, Gold Nation aimed to “significantly change public perception” by utilizing media and backing entrepreneurs who disrupt existing power dynamics. Now, the group has initiated Gold Bridge with the introduction of Gold House in Singapore to foster ties between Asia and North America. Lastly, Gold Life, which Chen mentioned is yet to materialize, remains vague; he only hinted at using the organization’s resources for important initiatives like healthcare and wellness.

Chen often compares Gold House’s ambitious project to the development stages of the Marvel Cinematic Universe, a media franchise he holds in high regard. In casual discussion, he describes their work as “creating a comprehensive universe.”

“Imagine the incredible outcomes if we united the strength of the global majority, including the fastest developing domestic forces, to construct a brighter future not just for us and our kids, but for all?”

During this time, I’ve got even more projects underway for AU Holdings, my own corporation. I’m currently developing a creative franchise focused on multicultural communities and the complexities of death. Last year, I took a break to pen a novel as part of this venture. I referred to it as a 600-page spoken-word poem, an ambitious and deeply personal project.

“I want to be the Asian Walt Disney Oprah,” he said, only half joking.

“If I weren’t familiar with myself, I might think, ‘That guy is really talking nonsense,'” Chen admitted. “But in reality, I have experienced many things in life.”

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2024-07-18 22:34