**Foundation of Joint Venture ‘Chapter-I’**
Goal: Integrated Entertainment – Creating Music IP, Content Planning, and Production
First Collaboration Project ‘Unpretty Rapstar’ Premieres in October
CJ ENM, in collaboration with a renowned Japanese advertising agency, is targeting the global music market. On the 19th, CJ ENM announced the establishment of a joint venture (JV) ‘Chapter-I’ with Hakuhodo, a Japanese advertising agency with considerable global influence.
This joint venture aims at creating new business opportunities in the global music market. The name ‘Chapter-I’ reflects the start of ‘my (I)’ journey and symbolizes the direction both companies intend to pursue through this partnership.
To date, CJ ENM has built diverse global partnerships focusing on its music-based intellectual property (IP) ecosystem, MCS (Music Creative eco-System).
Particularly, Hakuhodo has garnered praise for its creative strategies specialized in content branding and its targeted planning capabilities using its proprietary database, resulting in outstanding achievements. It has successfully established projects in the global market through collaborations with renowned brands.
Through this joint venture, CJ ENM’s content production capabilities will be enhanced with Hakuhodo’s marketing expertise. They plan to analyze and create IP to advance various global music businesses, thereby securing new competitive edges.
Specifically, they aim to provide integrated entertainment encompassing content planning and development, digital marketing to promote fan experience and empathy, artist development, music production, live performances, and merchandising.
The inaugural collaborative project is a Japan-Korea joint survival program slated for its first broadcast in October on Mnet, titled ‘Unpretty Rapstar: Hip Hop Princess.’
The production teams behind ‘Unpretty Rapstar’ and ‘Street Woman Fighter’ are joining forces on this project. With Hakuhodo’s expertise added to the mix, the project promises to offer a novel audition experience. Aiming to discover new global artists with capabilities in rap, dance, and producing, the company anticipates it to establish a strong music IP targeted at the global music market.
CJ ENM stated, “Through ‘Chapter-I’, we plan to create new growth opportunities in the global music IP business and provide innovative entertainment experiences, beyond mere program production or artist development.”