Warner Music has entered into a new partnership with management agency MAINSTREAM (Mainstream Winter Inc.), the South Korean-headquartered company responsible for music stars Lee Young Ji and Kik5o.
According to a press release on Tuesday (March 3), the new partnership marks a “significant step in Warner Music’s commitment to collaborating with expert local teams from South Korea” and aims to “[elevate] exceptional artists, and co-[create] music to expand their reach to a global audience”.
Through this partnership, Warner Music said it will work closely with MAINSTREAM and its roster on talent development, music production, and promotion to help grow its artists’ global careers.
The first co-production release under this deal is Lee Young Ji’s latest single Robot.
According to the company, by leveraging its “extensive international network,” Warner Music is “poised to support Lee Young Ji and Kik5o in reaching more fans worldwide”.
The press release added that Warner Music Korea will play a “crucial role” in this collaboration, “ushering in a new era for the label and reinforcing its dedication to fostering innovative partnerships and enhancing the visibility of its artists in the worldwide market”.
WMG noted that Lee Young Ji, the first artist to roll out new music as part of the partnership, has made a “remarkable impact” in the Korean pop and rap genres, winning popular shows such as M.net’s Show Me The Money 11 and High School Rapper 3.
Her hit tracks include Small Girl, Day and Night, I’m Lee Young Ji, Go High, Not Sorry, Witch, and Dejavu.
Beyond her discography, WMG noted that she also has “cultural influence as a media personality” – notably as the host of the viral YouTube series No Prepare and as an MC on various TV programs.
Oscar Scivier, Head of A&R for Warner Music APAC, who WMG said “played a vital role in fostering this partnership”, said: “I am delighted to partner with MAINSTREAM; they are a talented group and have been amazing in developing their artists.”
“I had such a strong belief in Young Ji’s ability to become a global superstar from the first time I heard her music.”
Oscar Scivier
Added Scivier: “I had such a strong belief in Young Ji’s ability to become a global superstar from the first time I heard her music. That belief has grown even stronger the more I worked with her in the studio.”
“We feel very aligned with Oscar’s vision for breaking artists globally out of Asia, and we are already happy with the new music we’re creating together.”
Hyunsoo Lee, MAINSTREAM
Hyunsoo Lee, CEO of MAINSTREAM, said: “We are excited to begin this new partnership with Warner Music.
“We feel very aligned with Oscar’s vision for breaking artists globally out of Asia, and we are already happy with the new music we’re creating together.”
“This partnership highlights our commitment to nurturing local talent and amplifying their stories on the world stage.”
Lofai Lo, Warner Music APAC
Lofai Lo, President of Warner Music APAC, added: “This partnership highlights our commitment to nurturing local talent and amplifying their stories on the world stage.
“We look forward to collaborating closely with MAINSTREAM to bring its incredible artists to a wider audience.”Music Business Worldwide