Big Hit Entertainment and Universal Music Group Will Debut a New Global K-pop Boy Group

On Feb. 17, Big Hit Entertainment and Universal Music Group announced an expansion of their strategic partnership. Together, UMG and Big Hit will create a new label based in Los Angeles that will debut a new K-pop group. With the strategic partnership, artists under UMG will also have access to Big Hit’s fan-communication platform Weverse.

The announcement was livestreamed for members of the press using KBYK’s VenewLive platform and was later uploaded to Big Hit Label’s official YouTube channel.

J-Hope, Suga, RM, Jin, Jimin, V, and Jungkook perform during 'Bang Bang Con The Live' in 2020
BTS | Big Hit Entertainment

Big Hit Entertainment and Universal Music Group formed a strategic partnership

In a recorded video message for reporters, the CEOs of UMG, Big Hit, and Interscope Geffen A&M Records spoke about a new strategic partnership between the companies.

The livestream was held on the platform VenewLive and featured Sir Lucian Grainge of UMG, Bang Si-Hyuk and Lenzo Yoon of Big Hit, and John Janick of Interscope Geffen A&M Records.

It was announced that UMG will enhance their artists’ connections with fans using Big Hit’s platforms. Weverse is already used by UMG’s Gracie Abrams, New Hope Club, and Alexander 23. Yungblood is set to join the platform in the next few months.

With Weverse, UMG artists will be able to speak directly with fans, and their fans will be able to interact in a community and purchase exclusive merchandise.

UMG recently became an equity investor with Big Hit, YG Entertainment, and Kiswe in KBYK’s VenewLive

Big Hit Entertainment and Universal Music Group will debut a new K-pop group

As part of the strategic partnership, Big Hit and UMG will work together on a new artist project. UMG and Big Hit will debut a global K-pop group in the U.S. for the first time.

Big Hit and UMG’s Geffen Records will form a JV label based in LA. The new label will work with Big Hit America, Geffen Records and UMG to successfully debut the new boy group.

“We will select the members by holding a global audition,” said Yoon. “We are aiming to air this audition program in partnership with a U.S. media partner in 2022.”

He continued, “Big Hit will be in charge of discovering and training artists, fan content production, and communication with fans through Weverse. UMG will be in charge of music production and global distribution utilizing their powerful local network and producing the audition program with U.S. media partners.”


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What to expect from the new K-pop group

According to Big Hit’s Global CEO, the new boy group will work using the “K-pop system” that incorporates music, fashion, communication with fans, and notable performance styles.

“Big Hit is the company that can best realize the ‘K-pop style’ that is loved by music fans all over the world,” said Yoon. “The global artists that will debut through this project will follow the K-pop system. K-pop is full-production, and includes music, performance, fashion, music videos, and engagement with fans.”

Big Hit is currently the home to the Grammy-nominated group BTS. In 2019, Big Hit debuted the quintet TOMORROW X TOGETHER.