After 25 years on the entertainment scene, the acclaimed Cantopop hip-hop duo FAMA has cemented its entrepreneurial pivot, announcing the establishment of its own full-service creative agency. Members C Kwan (Cheng Sze-Kwan) and Luk Wing (Luk Wing-Kuen) revealed on social media that their new venture, “So Fa So Cool” (also stylized as “農作天下”), will serve as FAMA’s exclusive management while expanding into diverse production arenas, encompassing event organization, content creation, and stage performance production across both digital and physical platforms.
The veteran comedians and musicians shared the news with fans by posting ‘before-and-after’ comparison photos of their new office space, framing the move as a natural expansion of their enduring career. This transition signifies FAMA’s evolution from performing artists to cultural cultivators, ready to engage in wider collaborations within the entertainment ecosystem.
Cultivating New Creative Ground
The duo explained that while FAMA had historically focused solely on producing its own artistic “crops,” the new company will dedicate resources to broader fields within entertainment, including event promotion, creative development, and comprehensive production services.
In a joint statement posted to their official social accounts, the pair used their agricultural metaphor to invite collaboration: “FAMA has been in business for 25 years, and today our own company finally opens its doors. Previously, we only cultivated our own artistic produce; now, we are tending the fields of behind-the-scenes production, creation, and event organization.”
They emphasized a belief that all industry peers—investors, fellow creatives, and workers—are essentially “farmers” engaged in persistent cultivation. “If you are willing, we can work together to bring a bountiful harvest of artistry across the world,” the statement concluded, indicating a strategic shift toward becoming facilitators in addition to performers.
Luk Wing maintained his signature humor in a separate comment, noting that the ‘before-and-after’ office photos accurately reflected their economic journey over the past quarter-century. This lighthearted acknowledgment resonated with long-time fans who have witnessed the duo’s successful but often challenging rise.
Beyond the Stage: A Hub for Content
C Kwan, known for his sharp lyrical wit and creative direction, elaborated on the core mission of So Fa So Cool on his personal platform. He highlighted the desire to move beyond merely writing songs for others.
“Before, FAMA’s collaborations often stopped at hoping to help people write music,” C Kwan stated. “Now, we finally have a dedicated space where we can collaborate on scripting, drafting proposals, developing stage shows, and acting as creative supervisors.”
This expansion positions So Fa So Cool as a comprehensive creative hub capable of incubating projects from initial concept through final execution. The company is actively seeking partnerships with writers, producers, and directors across various media formats, underscoring a commitment to nurturing the next generation of Asian talent.
The move mirrors a growing trend among established Asian artists who are taking greater control over their intellectual property and career trajectories by forming independent management and production houses. By managing their own brand and simultaneously offering production services, FAMA secures greater profit margins while diversifying risk.
Industry analysts suggest that FAMA’s strong brand recognition and extensive network, built over two decades, give their new venture immediate leverage in securing both corporate sponsorships and high-profile creative projects across the region. So Fa So Cool is poised to become a key player not only in Hong Kong’s vibrant entertainment landscape but also in broader cross-cultural Asian markets.