[K Changers](17) From K-pop Production to Marketing... RBW Builds Its Own Ecosystem

On the 19th-20th, First Overseas Joint Concert Since Company Founding
12 Artist Teams Under Management, Building Multi-Label System
Self-Handling Idol Production, Marketing, and Performance Planning

On the 19th and 20th of last month, RBW's 'Family Concert' was held in Tokyo, Japan. The venue, with a capacity of about 10,000 seats, was fully packed. Eleven affiliated artist teams, including MAMAMOO and ONEUS, connected with the audience. This was RBW's first joint concert held overseas since its establishment.

Group photo of RBW Japan joint concert (Photo by RBW)

This was possible because RBW has many artists with high global popularity. For example, the representative artist MAMAMOO is a girl group capable of arena-level (over 10,000 seats) overseas tours not only in Japan but also in North America. The representative boy group ONEUS also successfully completed performances in 14 cities across the United States earlier this year. Including these, RBW currently manages 12 artist teams. The combined number of their YouTube subscribers approaches 50 million.

RBW was founded in 2013. Last year, it recorded sales of 63 billion KRW and an operating profit of 2.8 billion KRW. Over the course of 10 years, RBW has built a 'self-sufficient' system capable of idol production, marketing, and performances. By consecutively acquiring WM Entertainment (2021) and DSP Media (2022), it established a 'multi-label' system. It also owns subsidiaries such as Contents X, which plans and produces marketing and concerts, and Urban Works, a company producing entertainment and drama content.

Robust Self-Sufficient System

RBW's main male idol group ONEUS (Photo by RBW)

Every year, dozens of idol groups debut, but only a very few survive. The factors that determine success are good songs and effective marketing. This is why trainees strive to join entertainment companies that can support these aspects. RBW has strengths in both areas. Through about 20 in-house producers, it creates around 400 songs annually, totaling approximately 7,600 songs to date. Since most producers are based in the company, artists can meet them anytime for work. A unique feature is that RBW not only produces in-house but also accepts production requests from other companies, effectively acting as an OEM (Original Equipment Manufacturer). Chinese singers Lin, Seven O'Clock, Japanese singers Code V, and Shuai are some artists from other companies who have passed through the RBW system.

Typical entertainment companies outsource marketing and concert production. RBW, however, handles these directly through its subsidiary Contents X. Nowadays, marketing is the most costly area when preparing for an idol debut, sometimes costing tens of billions of KRW. Since failing to capture public attention from the start often leads to elimination, large initial investments are common. RBW operates its own company to reduce agency fees and conduct marketing effectively. It manages about 50 client companies for outsourcing. Contents X was responsible for the global marketing agency of Fifty Fifty's song 'Cupid,' which caused a Billboard sensation.

26-Year Partnership: A Dream Duo Aiming Higher

RBW CEO and Producer Kim Do-hoon (Photo by RBW)

CEO Kim Do-hoon is the core figure who built and leads this 'self-sufficient' system. As a 'star producer,' he remains active and leads the production team. Kim is one of the K-pop hit song creators who ranked first in copyright income in 2014 and 2016. His works include not only those of RBW artists like MAMAMOO but also iconic songs such as BTS's 'Blood Sweat & Tears' and hits by IU and Lee Hyori. As of the 25th, he holds copyrights to 712 songs. Many producers have joined RBW inspired by Kim.

RBW's artist division is overseen by CEO Kim Do-hoon, while management is led by CEO Kim Jin-woo. Kim Jin-woo, who dreamed of becoming a singer during his days at Hankuk University of Foreign Studies in 1997, met Kim Do-hoon and made music together in an underground studio. However, he realized that business suited him better than music. He started a vocal practice room rental business. Using the seed money he gathered then, he teamed up again with Kim Do-hoon to establish the entertainment company. Kim Jin-woo was at the forefront during critical milestones such as attracting external investments, growing the company through M&A, and listing on KOSDAQ in 2021. He also diversified the revenue model. RBW has built a stable portfolio with balanced sales proportions: IP (intellectual property) production planning (43.3%), performance and production agency (24.7%), and management (20.9%).

CEO Jinwoo Kim of RBW (Photo by RBW)

Recently, RBW issued convertible bonds (CB) worth 15 billion KRW as 'ammunition' for global expansion. Securities firms forecast RBW's sales to reach 95.2 billion KRW and operating profit 7.7 billion KRW this year, increases of 50.9% and 173.5% respectively compared to last year. Yuseongman, a researcher at Leading Investment & Securities, said, "From this year, the performance will show a continuous upward trend," and added, "RBW, with high growth potential, deserves attention."

CEO Kim Jin-woo stated, "This year's goal is to build a system that creates synergy among affiliated companies," and added, "Our company's vision is to strengthen the system for producing and creating IP and to enhance business capabilities that maximize added value."