SEOUL, September 14 (AJP) - K-pop meets K-fashion as SM Entertainment and fashion platform Musinsa team up to expand artist-related marketing and overseas business.
SM co-CEO Tak Young-jun and Musinsa Chief Commerce Officer Choi Jae-young signed a memorandum of understanding Monday at SM's headquarters in Seongsu-dong, Seoul.
Under the agreement, SM — home to artists including aespa, NCT, RIIZE and Hearts2Hearts — will provide artist intellectual property and work with Musinsa on online and offline marketing, content development and overseas expansion.
SM said the partnership will combine its K-pop IP marketing capabilities with Musinsa's online and offline fashion channels.
The two companies previously worked together on album-release collaborations for Hearts2Hearts' "Lemon Tang" in July and NCT 127's "Blingy" in August.
Tak said SM plans to pursue joint branding projects with Musinsa involving album pop-ups, content, music-related products and media.
He said the partnership would offer new ways for audiences in Korea and overseas to experience SM artist IP.
AJP Takeaways
- SM Entertainment and Musinsa signed a marketing cooperation MOU.
- The partnership will use SM artist IP and Musinsa's online and offline marketing channels.
- Cooperation areas include content development, media support and overseas market expansion.
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