Atlantic Music Group (AMG) and South Korea’s Kakao Entertainment have formed a partnership to develop K-pop talent for international audiences. The companies will combine Kakao’s genre expertise with AMG’s label operations to support artists from the earliest stages of their careers through development and promotion.
Artist development and promotion
The agreement covers every stage of artist development and promotion, with the stated goal of bringing together the companies’ capabilities across K-pop artists’ global activities.
Their joint work will include:
- Hosting song camps.
- Organising artist collaborations.
- Running marketing campaigns across social media, television and radio.
- Creating fan experiences.
Kakao’s music services span intellectual property (IP) planning and production, distribution and artist management.
Plans for international audiences
Elliot Grainge, AMG’s chairman and chief executive officer, said the partnership would combine Kakao’s experience in developing K-pop artists and connecting them with audiences with Atlantic’s international reach and artist development capabilities.
Joseph Chang, Kakao’s co-chief executive officer, said the agreement brings together a Korean entertainment company and a US music company with complementary capabilities and a shared ambition to create international opportunities for K-pop artists and IP.
Chang said the companies intend to combine their expertise, networks and understanding of the K-pop market to help Korean artists reach wider audiences and establish lasting international careers.
“We see this as an important step in our broader efforts to strengthen K-pop’s global presence and deepen collaboration with industry partners around the world.”
