UMG, Big Hit Launch New Label, K-Pop Group

• Big Hit Entertainment, the South Korean company that brought BTS to the world, and Universal Music Group (UMG) today announced an expanded strategic partnership that will see the two companies working together to “increase opportunities for artists through innovation and technology, whilst expanding the global reach of K-pop music and culture around the world,” according the announcement posted in Variety. The partnership includes a newly created label that will operate from Los Angeles and will work closely alongside teams from Big Hit America, Geffen Records and UMG to launch this project. The two companies also announced a project to assemble and debut a new global K-Pop boy group together in the U.S. for the first time.

Members of this new boy group will be selected through a global audition program, which is on track to begin airing in 2022 and will be launched in conjunction with a major U.S. media partner. The debuting global act will work based on the K-Pop system — full production that combines music, performance, fashion, music video, and communications with fans. Artists on UMG will also explore enhanced “direct to fan” communications through Big Hit’s Weverse, a community-based platform that allows loyal artist fans to engage and interact, see and hear new content and purchase new products.

Sir Lucian Grainge, Chairman & CEO of Universal Music Group said, “With their innovative approach to developing artists and embracing new technology, Big Hit has become one of the most dynamic companies in music entertainment. We’re thrilled to be working together as we launch a new joint venture between our companies that will further accelerate K-pop as a global cultural phenomenon.”

John Janick, Chairman & CEO of Interscope Geffen A&M said, “We are all incredibly excited about this joint venture project between Geffen Records and Big Hit. This partnership offers both of us an incredible opportunity to work together helping to shape the future of music globally to the benefit of artists and fans alike.”