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TREASURE signs YG Entertainment America deal with Columbia Records

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TREASURE is the latest K-pop artist to mark a signing between Korean and American labels, marking a series of exciting beginnings for the boy band and their Korean label and management company, YG Entertainment.

On July 3 local time in South Korea, YG Entertainment (the longtime K-pop super label that owns BIGBANG, BLACKPINK, WINNER and AKMU) announced that their youngest boy band, TREASURE, has cemented a “North American partnership” with Columbia These records marked the band’s first attempt to focus more on the West.

YG Entertainment pointed out that the Sony Music label will “provide localized and comprehensive support for the music distribution and promotion of the 10-member boy band,” suggesting that the band can gain wider attention in the American media and have their own. physical albums are available at major retailers, which should get them buying more billboard chart.

YG Entertainment chief producer Yang Hyun-suk was quoted in the press release: “TREASURE will be reborn.”

Columbia Records participated in TREASURE’s recently released single “MOVE,” featuring members Yoon Jae Hyuk, Jihoon, Junkyu, Doyoung and The special version, sung by So Jung Hwan, was named by T5 last week as the label’s “Global Spotlight Track”. Columbia will also support TREASURE’s second full-length album, rebootscheduled for this summer.

Knowledge about treasure

TREASURE, YG Entertainment’s newest boy group, was originally formed in 2019 through a singing competition show YG Treasure Box Originally there were 13 members and there are currently 10 members. TREASURE officially debuted with their debut single in August 2020 “Boys” (120 million views on YouTube and entered Top 10) billboardWorld Digital Song Sales Chart) and won multiple chart-topping albums in Korea and Japan.

The group is led by two leaders, Choi Hyun-seok and Ji-hoon, and also includes Yoshi, Junkyu, Yoon Jae-hyuk, Asahi, Doyoung, Haruto, Park Jung-woo, and So Jung-hwan.

While different TREASURE singles in South Korea and Japan have risen on the charts in each region (2022 single “Jikjin” became their highest-charting song on the Billboard Global 200 chart (No. 110), b-side track “darewent unexpectedly viral on TikTok and other social platforms, garnering more than 180 million plays on streaming platforms and more than doubling the listens of other hit TREASURE songs.

Due to the band’s passion for music, the members represent South Korea and Japan, and they speak Korean, Japanese, and English, and the potential of these individuals has been evident since its inception. Treasure box.

Why this deal is different

Throughout its history, YG Entertainment has worked with different labels for its artists, but only with two major labels: Universal Music Group and Warner Music Group.

In the past, YG has signed U.S. label and distribution deals for artists such as BLACKPINK (signed to Universal Music Group’s Interscope Records), and performed at its subsidiary THE BLACKLABEL, including Taeyang, Jeon Somi, Bryan Chase and LØREN (formerly ) are also signed to Interscope Records for three of the records, while LØREN has a partnership with Warner Music Group’s 88rising.

TREASURE’s Signing With Columbia Records Marks YG’s First Direct Collaboration With Sony In The U.S.

Additionally, it marks Columbia’s second K-pop signing this year, after the label snapped up chart-topping girl group IVE in a new partnership with South Korean publisher Kakao Entertainment.

Check out the recently released single “MOVE” by the T5 members of TREASURE, and keep an eye out for reboot this summer.

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