Kakao Entertainment has struck a partnership with Atlantic Music Group (AMG), the Warner Music Group-owned label group.
The two companies will work together on global strategy, music production, distribution, marketing, and promotion for K-pop artists, according to an announcement on Wednesday (October 7).
Kakao Entertainment and AMG say they will set strategy for K-pop acts “from the earliest stages of their careers.”
Kakao Entertainment said the deal establishes “a new business model centered on creating and developing the next global K-pop IP.”
Neither Kakao Entertainment nor AMG named any artists covered by the partnership, and no financial terms were disclosed.
Kakao Entertainment will contribute its experience in music IP planning and production, distribution, artist management, marketing, and fan engagement.
AMG will bring its A&R, marketing, and promotion capabilities, as well as its global network.
The partnership will go “beyond simply introducing K-pop music and artists to overseas markets,” according to Kakao Entertainment, with each act’s plan based on its “musical identity, stage of development, and potential in international markets.”
The agreement covers song camps and featured collaborations, distribution and digital marketing via streaming platforms and social media, TV and radio appearances, and fan engagement, Kakao Entertainment said.
The aim is to help K-pop artists build and keep fan bases in North America and other markets.
“This partnership holds a special meaning because it brings together two companies – a leading entertainment company in Korea and a major music powerhouse in the U.S. – with complementary strengths and a shared ambition to unlock new opportunities for K-pop artists and IP on a global scale,” said Joseph Chang, co-CEO of Kakao Entertainment.
“By combining our expertise, networks, and market insights in K-pop, we aim to create new pathways for Korean artists to reach broader audiences and build lasting success in the global music market,” Chang added. “We see this as an important step in our broader efforts to strengthen K-pop’s global presence and deepen collaboration with industry partners around the world.”
“We see this as an important step in our broader efforts to strengthen K-pop’s global presence and deepen collaboration with industry partners around the world.”
Joseph Chang, Kakao Entertainment
“Kakao Entertainment has built an incredible track record of developing artists and connecting them with passionate audiences,” said Elliot Grainge, Chairman and CEO of Atlantic Music Group. “By combining Kakao’s deep expertise in K-pop with Atlantic Music Group’s global reach and artist development capabilities, we have an exciting opportunity to build careers that resonate with fans all over the world.”
AMG‘s labels include Atlantic Records, 10K Projects, and 300 Entertainment.
AMG‘s roster includes Bruno Mars, Charli xcx, Coldplay, Charlie Puth, Cardi B, and Miley Cyrus, who signed to Atlantic in July.
Grainge expanded his remit last month, adding the role of Chairman of ADA in the US. ADA is Warner’s services arm for independent artists and labels.
“By combining Kakao’s deep expertise in K-pop with Atlantic Music Group’s global reach and artist development capabilities, we have an exciting opportunity to build careers that resonate with fans all over the world.”
Elliot Grainge, Atlantic Music Group
Atlantic has released music by K-pop artists before, including APT., the 2024 duet between BLACKPINK member ROSÉ and Bruno Mars.
APT. was the most-streamed song on Apple Music and Deezer in 2025 and spent 12 weeks at No. 1 on the Billboard Global 200, MBW reported in January.
The track was nominated for Song of the Year, Record of the Year, and Best Pop Duo/Group Performance at the 68th Grammy Awards.
Streaming credits for the APT. single list ROSÉ and Bruno Mars as the recording’s copyright owners, under exclusive license to Atlantic outside Korea.
ROSÉ is one of two BLACKPINK members with solo deals at Warner labels.
JISOO joined Warner Records under a global solo deal in January 2025.
The group’s other two members signed solo deals with Sony Music labels: LISA with RCA Records, and JENNIE with Columbia Records.
Warner Records also inked a global partnership with SM Entertainment and aespa in 2022, calling aespa its “first-ever K-Pop group.”
Kakao won control of SM Entertainment the following year, and Kakao Entertainment and its parent, Kakao Corp., together hold about 40% of SM.
Warner Music Korea formed a global partnership with FeelGHood Music in May to represent BIBI.
That followed a March deal between WMG and management firm MAINSTREAM, the company behind Lee Young Ji.
The AMG deal is not Kakao Entertainment‘s first tie-up with a US major label.
In March 2023, the company partnered with Sony Music’s Columbia Records via its Kakao Entertainment America subsidiary.
That arrangement started with North American distribution, marketing, and promotion for I’ve IVE, the first full-length album from IVE, a girl group from Starship Entertainment, one of Kakao Entertainment‘s own labels.
Chang was Head of Kakao Entertainment America at the time.
Before joining Kakao, Chang spent time at Sony Music Entertainment, where he was named CEO of SME Korea in 2018 and co-CEO of SME’s Asia hub in 2019.
Chang has been co-CEO of Kakao Entertainment since 2024, and in March took charge of its new Global Growth Center, set up to expand the company internationally.
Elsewhere in the wider industry, Sony Music Group Chairman and Sony Music Entertainment CEO Rob Stringer told investors in 2025 that the company had completed transactions with independent labels in South Korea.
Universal Music Group, meanwhile, has worked with HYBE, the company behind BTS, since 2017, when UMG struck a deal with Big Hit Entertainment, as HYBE was then known, to distribute the group’s music in Japan.
In 2024, UMG and HYBE signed a 10-year agreement giving UMG exclusive distribution rights to music from HYBE‘s artists and labels.
As part of that deal, UMG made a minority investment in HYBE‘s Weverse platform, MBW reported at the time.
Geffen Records and HYBE formed girl group KATSEYE through a joint venture, and unveiled a second group, SAINT SATINE, in May.
UMG‘s Republic Records also released the KPop Demon Hunters soundtrack.
In June, HYBE Chairman Bang Si-hyuk and UMG Chairman and CEO Sir Lucian Grainge appeared together at a HYBE town hall in Seoul.
Sir Lucian is the father of AMG‘s Elliot Grainge.
South Korea was the world’s seventh-largest recorded music market in 2025, with trade revenues of USD $736 million, according to IFPI.Music Business Worldwide
