Big Hit x Universal Music Team Up To Form New Label & Kpop Boy Group

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Two global most influential music companies, Big Hit Entertainment (Big Hit) and Universal Music Group (UMG), announced an expanded strategic partnership. As a result, both companies will form a joint venture label, global audition, and debut a new Kpop boy group.

Big Hit Entertainment and Universal Music Group Strategic Partnership To Form New Label & KPop Boy Group

Previously on February 10, Universal Music Group and YG Entertainment announced that they have joined as equity investors with Big Hit Entertainment and Kiswe in VenewLive (digital live streaming platform).

On February 18, through a live broadcast on VenewLive, four companies’ leaders shared their new strategic partnership that predicts will re-write global-music history.

They are Bang Si Hyuk – the Chairman and CEO of Big Hit Entertainment, Sir Lucian Grainge – the Chairman and CEO of Universal Music Group, John Janick – the Chairman and CEO of Interscope Geffen A&M Records and Lenzo Yoon – the Global Business CEO of Big Hit Entertainment.

There are three points in Big Hit and UMG’s partnership. The first is creating the first global Kpop boy group in the U.S. Second, establishing a new label in Los Angeles, and the third is enhancing Big Hit’s technology platforms.

Establishing a Los Angeles-based Joint Venture Label

Interscope Geffen A&M Records is UMG’s label, and it’s a home label of many iconic artists. Including Guns N’Roses, Elton John, Nirvana, Avicii, and Olivia Rodrigo. Big Hit and Interscope Geffen A&M Records will establish a new joint venture label to manage the new global Kpop group. The headquarter will be in Los Angeles.

Big Hit America, Interscope Geffen A&M Records, and UMG will work closely with the new label to successfully launch the project.

Furthermore, Big Hit will be in charge of discovering, training and developing new artists. They will also process the fan content production and manage the communication between artists and fans through the Weverse platform.

Meanwhile, UMG’s Geffen Records will be in charge of music production, marketing, and global distribution operations using their strong domestic network.

Big Hit & Universal Music New KPop Boy Group Global Audition

A global audition program will set to select the new global KPop boy group members in 2022. Moreover, the audition will air with media partners in the U.S.

Although the new KPop boy group will debut in the U.S., the group will use the KPop system. In terms of music, performance, fashion, music video, and communications with fans.

Utilize Technology Platform

With Big Hit and UMG partnership, Universal artists will explore Big Hit’s community platform, Weverse. Several artists from UMG already use it. Including New Hope Club, Gracie Abrams, Yungblud, and Alexander 23.

KPop Fans Reaction

BIG HIT x UNIVERSAL MUSIC GROUP PARTNERSHIP IS GONNA CHANGE MUSIC INDUSTRY
— Daisy 💫 (@daisymaggiewtv) February 18, 2021

Big Hit Entertainment and Universal Music Group becoming partners is such a cool thing. I was so excited watching the announcement. 😭
— LA CHI BO LA LA (@KRAYJEFORMYSELF) February 18, 2021

as an army, im so very proud👏💜
Looking forward for this new milestone🎉💜

BIGHIT IS INDEED BIG HIT‼️ #BigHitWorldDomination #BigHitxUniversalMusicGroup #BigHitEnt #universalmusicgroup pic.twitter.com/lYn0n0lEm4
— ᴮᴱ𝓐𝓻𝓶𝔂𝓽𝓱⟭⟬ captain hobi-day🌈🌞 (@jeonmyth) February 18, 2021

Big Hit Entertainment and Universal Music Group partnership is really a big deal!! 😳😲👏🏻 I think it’s awesome!
— ᴮᴱautiful⁷ ✨ HobiHopeDay (@chikoritadamoon) February 18, 2021

big hit partnering with universal music group will lead to a lot of interesting mixes between the western industry and kpop. i think this is just the beginning of the kpop influence on the western music industry. i think we will begin to see something like the latin integration.
— ♡ (@ghostingscb) February 18, 2021

Check out the complete announcement video below.