Big Hit Entertainment & Universal Music Group announce strategic partnership

Seoul: Two of the world’s most influential music companies, Big Hit Entertainment, the Korean-entertainment agency that built global chart-toppers BTS, and the world’s biggest music label Universal Music Group will work closely for a host of new opportunities.

Big Hit, the parent company of Grammy-nominated group BTS and Universal Music Group (UMG) announced an expanded strategic partnership.

Meanwhile, the partnership also includes Universal acts exploring more collaborations with Big Hit’s fan-community platform Weverse. While artists like Yungblud, New Hope Club, Gracie Abrams, and Alexander 23 have already embraced the app that hosts a dozen K-pop acts, the announcement promises “the next wave of talent joining Weverse in the coming months.”

UMG artists will explore enhanced ‘direct to fan’ communications through Big Hit’s Weverse, a dynamic community-based platform that allows loyal artist fans to engage, share and interact, see and hear new content and purchase new products. Weverse is already being utilized by UMG artists’ Gracie Abrams, New Hope Club, and Alexander 23, with Yungblud amongst the next wave of talent joining Weverse in the coming months.

Announced in a private media showing before going public with the news, a quick-but-impactful video presentation shared news from four leaders of the companies: Bang Si-Hyuk, Chairman and CEO of Big Hit Entertainment, Lenzo Yoon, CEO of Global & Business at Big Hit Entertainment, Sir Lucian Grainge, the Chairman & CEO of Universal Music Group, and John Janick, the Chairman & CEO of Interscope Geffen A&M.

Big Hit and UMG announced plans to assemble debut a new, first of its kind, “global” K-pop boy group together in the U.S. Launching in conjunction with a U.S. media partner in 2022, the new-artist project will be released via a new, Los Angeles–based label created between Big Hit in partnership with UMG’s Geffen Records (whose roster boasts the likes of Guns N’ Roses, Avicii and Olivia Rodrigo). The artists will “follow the K-pop system” that helped prepare and polish the likes of Big Hit acts like BTS, Tomorrow X Together, and ENHYPEN.

The newly created label will operate from Los Angeles and will work closely alongside teams from Big Hit America, Geffen Records and UMG to successfully launch this project.