TREASURE is the most recent Okay-pop artist signaling a signing between Korean and U.S. labels, marking a slew of thrilling beginnings for the boy band and its Korean label and administration YG Entertainment.

On July 3 native time in South Korea, YG Entertainment—the longtime Korean-pop super-label that’s house to artists like BIGBANG, BLACKPINK, WINNER and AKMU—shared that their youngest boy band TREASURE have cemented a “North American partnership” with Columbia Records marking the band’s first foray in the direction of focusing extra on the west.

YG Entertainment notes that the Sony Music label will present “localized, all-round support for the 10-member boy band in music distribution and promotion,” indicating that the group may very well be seen extra visibly throughout U.S. media in addition to have their bodily albums obtainable in massive retailers which ought to land them on extra Billboard charts.

The press launch features a quote from YG Entertainment General Producer Yang Hyun-Suk, who says, “TREASURE will be reborn.”

Columbia Records has been on board for TREASURE’s just lately launched single “MOVE,” a particular launch carried out by members Yoon Jae Hyuk, Jihoon, Junkyu, Doyoung and So Jung Hwan as T5 named final week’s “global focus track” for the label. Columbia can even help TREASURE’s second full-length album, REBOOT, scheduled for this summer time.

What To Know About TREASURE

The latest boy band underneath YG Entertainment, TREASURE initially fashioned in 2019 via the singing competitors present YG Treasure Box with 13 members earlier than coming to its present 10. TREASURE formally hit the scene in August 2020 with their debut single “BOY” (which has 120 million views on YouTube and entered the Top 10 of Billboard’s World Digital Song Sales chart) and have since earned a number of chart-topping albums in Korea and Japan.

The group is led by two leaders, Choi Hyun Suk and Jihoon, alongside members Yoshi, Junkyu, Yoon Jae Hyuk, Asahi, Doyoung, Haruto, Park Jeong Woo, and So Jung Hwan.

While totally different TREASURE singles in Korean and Japanese have risen up the charts throughout territories (2022 single “Jikjin” turned their highest-charting entry on the Billboard Global 200 chart at No. 110), the b-side monitor “DARARI” turned an surprising viral hit on TikTookay and different social platforms to earn greater than 180 million streams throughout streaming platforms and greater than double listens of different prime TREASURE songs.

With the group closely concerned of their music, with members representing Korea and Japan who can converse Korean, Japanese and English, the blokes’ potential has been evident since first forming on Treasure Box.

Why This Deal Is Different

Throughout its historical past, YG Entertainment has labored with totally different labels for its artists however has solely labored with two of the key labels, Universal Music Group and Warner Music Group.

In the previous, YG has inked U.S. label and distribution offers for its artists like BLACKPINK (signed to Interscope Records underneath Universal Music Group within the U.S.) and acts in its subsidiary label THEBLACKLABEL together with Taeyang, Jeon Somi, Bryan Chase and LØREN (the previous three are all additionally signed with Interscope Records whereas LØREN has a partnership with 88rising that Warner Music Group distributes).

TREASURE signing with Columbia Records marks the primary time YG companions instantly with Sony within the U.S.

Additionally, this marks Columbia’s second Okay-pop signing this 12 months after the label snapped up chart-topping lady group IVE as a part of a brand new partnership with Korean distributor Kakao Entertainment.

Check out the just lately dropped “MOVE” single by TREASURE’s T5 members and look out for REBOOT this summer time.

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