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CJ ENM has teamed up with Japan’s Hakuhodo to form a new joint venture called Chapter-I, marking a significant move into the global music market

The name reflects a fresh beginning, embodying the idea of a new creative era for both companies. By merging CJ ENM’s strengths in music production and artist development with Hakuhodo’s expertise in marketing and data-driven strategies, the partnership is set to create music IPs with worldwide appeal, extending beyond Asia. The first project under this collaboration will be "Unpretty Rapstar: Hip Pop Princess," a survival show co-produced by Korea and Japan, scheduled to launch in October. This follows the success of Mnet’s original "Unpretty Rapstar," which introduced Korea’s first female rap competition back in 2015. The new version will bring together the teams behind "Unpretty Rapstar" and the popular dance show "Street Woman Fighter," while leveraging Hakuhodo’s marketing capabilities to discover multi-talented artists skilled in rap, dance, and music production. It’s interesting to see how international collaborations are reshaping the entertainment landscape. With streaming platforms breaking down geographical barriers, partnerships that combine creative talent and strategic marketing could become the norm rather than the exception. Beyond television content, Chapter-I has bigger plans. The venture will focus on artist development, music production, content distribution, live events, and merchandise, aiming to establish itself as a key player in the global music industry. This move is part of CJ ENM’s broader 2025 strategy, which revolves around three main goals: expanding its global label, producing content for worldwide audiences, and strengthening its platforms. As the company nears its 30th anniversary in 2025, it continues to drive K-culture’s global influence across film, music, and television. Its track record includes Oscar-winning films like "Parasite," Tony-recognized musicals such as "Kinky Boots," hit dramas like "Queen of Tears," and popular music competition shows like "I Can See Your Voice." CJ ENM also manages rising K-pop group Zerobaseone and organizes major events like KCON and the MAMA Awards. Hakuhodo, founded in 1895, brings over a century of advertising and marketing experience to the partnership. The Tokyo-based firm works with global clients, offering innovative solutions in advertising, consulting, and social impact. This collaboration could change how music and entertainment are marketed and consumed on a global scale. As the industry continues to shift, strategic partnerships like this one may become more common, blending creativity with business strategy to reach audiences worldwide. The success of Chapter-I could serve as a model for future cross-border entertainment ventures.

Category:SHOW BIZ NEWS

MSG team 2025-08-19