What's Happening?
CJ ENM, a leading Korean entertainment company, has partnered with Japanese advertising giant Hakuhodo Inc. to form a new joint venture named Chapter-I. This venture aims to create music intellectual properties for international audiences beyond Asia. Chapter-I will leverage CJ ENM's expertise in music content creation and talent development, alongside Hakuhodo's data-driven market solutions and marketing expertise. The collaboration seeks to innovate the industry with new audition formats that cater to diverse market preferences. The first project under this venture is 'Unpretty Rapstar: Hip Pop Princess,' a Korea-Japan co-production survival show set to premiere in October. This show is an expansion of the 'Unpretty Rapstar' franchise, Korea's first female rapper competition series, and will involve scouting global artists skilled in rap, dance, and music production.
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Why It's Important?
The formation of Chapter-I marks a significant step in CJ ENM's global music business strategy, which focuses on expanding K-pop's reach worldwide. By combining CJ ENM's creative capabilities with Hakuhodo's marketing expertise, the venture aims to position itself as a key player in the global music ecosystem. This initiative is expected to accelerate the international expansion of K-pop, benefiting artists and audiences by providing new platforms for talent development, music production, and content distribution. The venture also highlights the growing collaboration between Korean and Japanese companies in the entertainment sector, potentially leading to more cross-cultural projects and innovations.
What's Next?
Chapter-I plans to expand beyond television production into areas such as talent development, live performances, and merchandising. This comprehensive approach aims to establish a strong presence in the global music industry. As CJ ENM celebrates its 30th anniversary, the company is likely to continue reshaping K-culture's global footprint across various entertainment verticals. The success of 'Unpretty Rapstar: Hip Pop Princess' could pave the way for more international collaborations and projects under the Chapter-I umbrella.
