One of the biggest K-pop record labels is firmly establishing itself in the US market in the latest move to indicate that South Korean pop music is creating more and more big business in the United States.
JYP USA, the North American subsidiary of JYP Entertainment, will focus on the American development of JYP’s roster, as part of “large-scale development of the North American market and maximization of global expansion ” by the South Korean label, Billboard has learned.
JYP Entertainment, one of South Korea’s publicly traded agencies, was founded in the late 1990s by the musician-producer JY Parkwho created early stars like Wonder Girls, the first K-pop act to enter the Hot 100 chart in 2009.
The North American launch follows last month’s announcement that JYP’s strategic partnership with Republic Records would expand to include boy band Stray Kids and girl band iTZY, continuing what began as an initial collaboration. for TWICE in 2020.
And it comes after HYBE, the South Korean label home to boy band BTS, set in motion a restructuring last July that created hubs in the US (Los Angeles) and Japan. HYBE is also partnering with Universal Music Group’s Interscope Geffen A&M Records to create a joint record label and “girl group audition challenge” in the United States with Universal.
JYP USA will initially be based in Los Angeles, with plans to expand to New York.
In addition to bolstering its established charts, the new entity will also establish a foundation in the United States for the agency’s new artists. ordinary heroesthe six-member rock band that debuted in December, and NMIXXthe seven-member girl group whose debut on February 22 with the single “OO” garnered nearly 50 million views on YouTube.
JYP USA also says it will “discover and nurture local American artists” – in a similar way to what the Korean label did in Japan with its girl group NiziU.
Jointly produced by JYP Entertainment and Sony Music Japan, NiziU sprang from a 2020 competition TV show that narrowed 26 hopefuls to the eventual nine-member lineup that landed two No. 1s on the Billboard Japan Hot 100.
The North American initiative will serve as an “international stronghold of K-pop,” allowing JYP’s roster of artists “to further establish itself in the American market,” the Republic Records founder and CEO said. Mount Lipman said in a statement.
JYP USA is JYP Entertainment’s latest foray into the US market. During Wonder Girls’ early American advances, the agency had a joint management agreement with the Jonas Group and an office in New York City which housed the Wonder Girls. Since that time, TWICE has joined Wonder Girls with a single on the Hot 100. TWICE and iTZY have also landed multiple entries on the Billboard 200, with Stray Kids looking to be the company’s next entry with their upcoming odd EP release on Friday.