In a strategic move aimed at amplifying the international impact of K-pop, HYBE has joined forces with Universal Music Group (UMG), the largest music company globally. On March 27 KST, HYBE unveiled a significant development by announcing a 10-year global exclusive distribution agreement with Universal Music Group and Music Agency. This groundbreaking deal grants Universal Music Group exclusive rights for distributing physical albums and digital music from HYBE’s labels on a global scale. Moreover, Universal Music Group will play a pivotal role in promoting and marketing activities of HYBE Labels artists in North America.
The collaboration arrives at a pivotal juncture as K-pop continues its upward trajectory in the global music landscape, with HYBE’s multi-label strategy proving successful. Recognizing the immense potential of K-pop, Universal Music Group seeks to enhance its music catalog by partnering with HYBE, a prominent player in the industry.
Through this partnership, HYBE aims to expedite its global expansion strategy, leveraging Universal Music Group’s expansive global infrastructure. It’s worth noting that this distribution agreement encompasses both current and future labels under HYBE’s umbrella, signaling substantial room for growth and collaborative ventures.
Beyond distribution, HYBE and Universal Music Group are set to explore synergies in the platform domain. Discussions will encompass potential areas of cooperation, including integrating Universal Music Group artists into Weverse, HYBE’s dedicated super fan platform.
Chairman Bang Si Hyuk of HYBE expressed optimism about the partnership, stressing its potential to benefit artists, fans, and the overall music industry. Lucian Grainge, Chairman and CEO of Universal Music Group, echoed this optimism, praising Bang Si Hyuk’s innovative vision and highlighting the partnership as a mutually beneficial opportunity, particularly in the platform sector.
The relationship between HYBE and Universal Music Group traces back to 2017, marked by BTS’s distribution contract in Japan. Since then, the collaboration has deepened, culminating in the launch of HYBE x Geffen Records in 2021. With HYBE’s upcoming debut of six members selected through auditions named ‘Cat’s Eye,’ the partnership is poised to further elevate the global presence of K-pop.
