CJ ENM Partners with Hakuhodo to Launch Korea-Japan Joint Global Music Venture

Establishment of Joint Venture 'Chapter-I' to Create New Business Opportunities
'Unpretty Rapstar' Korea-Japan Program to Premiere in October

CJ ENM announced on the 19th that it has established a joint venture called 'Chapter-I' in partnership with the advertising agency Hakuhodo.

This joint venture aims to create new business opportunities in the global music market. The name Chapter-I signifies the first 'chapter' where one's dream ('I') begins, symbolizing both the starting point for the two companies and the direction they plan to pursue through the joint venture.

CJ ENM has built a variety of global partnerships based on its music-based IP ecosystem. Hakuhodo has achieved outstanding results with its creative strategies specialized in content branding and its ability to plan targeted campaigns using its proprietary database. Through collaborations with world-renowned brands, Hakuhodo has successfully launched projects not only in Japan but also in global markets.

With the establishment of this joint venture, Hakuhodo's accumulated creativity and marketing expertise are expected to be combined with CJ ENM's content production capabilities. The companies plan to develop various global music businesses to secure new competitive advantages. Specifically, they intend to provide integrated entertainment value encompassing content planning and development, digital marketing that enhances fan experience and engagement, artist development, music production, as well as live performances and merchandising.

The first collaborative project between the two companies will be Mnet's Korea-Japan joint survival program, 'Unpretty Rapstar: HIP POP Princess,' which is scheduled to premiere in October.

This project will bring together the production teams behind 'Unpretty Rapstar' and 'Street Woman Fighter,' and will also incorporate Hakuhodo's expertise to deliver an audition experience rich in storytelling. With the goal of discovering new artists who excel in rap, dance, and producing, the project is expected to establish itself as a powerful music IP targeting the global music market.

A CJ ENM representative stated, "Beyond simply producing programs or developing artists, we plan to create new growth opportunities in the global music IP business and provide innovative entertainment experiences."