CJ Enm, Hakuhodo launch Chapter-i Joint Venture for Global Music
CJ andM gambles big on global music expansion with a new joint venture that links the Korean entertainment powerhouse to the Japanese advertising giant Hakuhodo Inc.
The companies have formed chapter-i, a JV focused on creating intellectual characteristics of music designed for international audience outside of Asia. The venture name symbolizes ‘the first chapter where dreams begin’, which represents a new creative direction for both partners.
The collaboration combines the track record of CJ Enm in making music content and talent development through its MCS (Music Creative Eco system) with Hakuhodo’s data-driven market solutions and marketing expertise. The partnership is intended to stimulate innovation in industry through new audition formats that focus on evolving target group preferences in different markets.
The inaugural project of Chapter I will be ‘Pretty Rapstar: Hip Pop Princess’, a Korea-Japan Coproduction Survival Show planned into a premiere in October. The program represents a global expansion of the “Pretty Rapstar” franchise of Mnet, who debuted in 2015 as the first female rapper competition series by Korea.
The new iteration will unite the creative teams behind both “Pretty Rapstar” and the hit dance competition “Street Woman Fighter” with Hakuhodo’s marketing capitality to explore versatile global artists who are skilled in rap, dance and music production.
But the ambitions of the company extend much further than television production. Chapter-i plans to include talent development, music production, content distribution, live versions and merchandising as a player in the global music ecosystem.
The Joint Venture forms a cornerstone of CJ andMs 2025 Global Music Business Roadmap, which revolves around three strategic pillars: global label, global content and global platforms. The initiative was designed to strengthen the position of CJ andM in the international music industry and at the same time accelerate the worldwide expansion of K-pop.
Since CJ andM celebrate its 30th anniversary in 2025, the company continues to reform the global footprint of K-culture in multiple entertainment verticals. The portfolio of the entertainmentcong glomore includes Oscar winner ‘Parasite’, Tony-winning musicals, including ‘Kinky Boots’, hit series ‘Queen of Tears’ and music competition ‘I can see your voice’.
CJ andM also manages the rising K-pop act Zerobaseon and has important cultural events, including Kcon, the world’s largest K-Pop Fan Festival and the Mama Awards.
Hakuhodo, founded in 1895, brings advertising and marketing expertise for more than a century. The company established in Tokyo helps customers in Japan and international markets with creative solutions that include advertisements, management advice and social impact initiatives.
