YG Treasure, Partnership with Columbia Records in the US... Full-scale entry into North America

Treasure teamed up with Columbia Records to launch a full-fledged entry into the North American market.

The agency YG Entertainment announced on the 3rd that Treasure has signed a partnership with Columbia Records, a large American record label. With this, Treasure plans to target the North American music market, which boasts the world's largest scale, with its second full-length album 'REBOOT'.

Columbia Records, which will contribute to Treasure, is an authentic local record label under Sony Music Entertainment. In the meantime, we have accumulated numerous know-how and success stories by collaborating with prominent K-pop artists. Recently, Columbia Records has been looking for a new K-pop artist to introduce to the US market that matches the local trend, and the agency explained that it entered into this partnership after finding out about Treasure's infinite potential. They will support all-round promotions, including the distribution of Treasure's albums, which are specialized in the local area.

Treasure has built a solid fandom in the Asian market and solidified its position as a next-generation global star. This year, they completed an Asian tour of 40 performances in 17 cities. In Japan, which is considered the two largest music market compared to the United States, it attracted an audience of nearly 300,000, the largest among K-pop artists who toured for the first time after their debut.

In the second half of this year, Treasure stood at a new starting point. Producer Yang Hyun-suk personally stepped forward to announce their comeback and foretold a major change, saying, "Treasure will be reborn." Along with this, as they have officially entered the North American market, this partnership is expected to be a trigger for their global artist leap.

Treasure has formed a new unit T5 (Junghwan So, Junkyu, Jihoon, Jaehyuk Yoon, Doyoung) and is actively promoting with the new song 'MOVE'. In August, they plan to release their 2nd regular album 'REBOOT' filled with new songs.

Reporter Kim Ji-won, Ten Asia bella@tenasia.co.kr