TREASURE is a K-pop boy group from YG Entertainment, one of the leading agencies in South Korea. The group debuted in 2020 after winning the survival show “YG Treasure Box” in 2019. The group comprises 10 members from Korea, Japan, and Thailand: Hyunsuk, Jihoon, Yoshi, Junkyu, Mashiho, Jaehyuk, Asahi, Yedam, Doyoung, and Haruto.
They have gained popularity and recognition for their catchy songs, powerful performances, and charismatic personalities. Some of their hit songs include “Boy”, “I Love You”, “MMM” and “My Treasure”.
What is Their Partnership With Columbia Records?
TREASURE has partnered with Columbia Records, a prominent American record label under Sony Music Entertainment. The deal aims to boost TREASURE’s presence and influence in the US market and distribute its albums globally.
Columbia Records is a prestigious label that has worked with prominent artists such as Adele, Beyonce, Harry Styles, Miley Cyrus, and Lil Nas X. It has also collaborated with other K-pop acts such as BTS and IVE, helping them achieve success in the US music scene.
Treasure has signed a collaboration with Columbia Records:-
– Treasure has signed a collaboration with Columbia Records (a major American record label)
– Treasure plans to start promotions in the North American music market (which has the largest scale in the world) with the full album Reboot. pic.twitter.com/cqASvHwTub
— 스카이—마🐯♡ (@yoshkyma) July 3, 2023
When Will They Release Their New Album?
TREASURE is set to release their second full-length album, “REBOOT” in August, two years after their debut album “The First Step: Treasure Effect” in 2020. The new album will showcase TREASURE’s growth and versatility as artists and their unique musical styles and identity. Columbia Records will support TREASURE with extensive localized promotions for “REBOOT”, including online and offline marketing campaigns.
Why Are They Going Global?
TREASURE has proven its global appeal by holding its first world tour “Hello” in 2023, attracting 300,000 fans across 17 Asian cities. They have also amassed a large fanbase on social media platforms such as TikTok, Instagram, and YouTube.
Their official YouTube channel has over 7.08 million subscribers and their videos have surpassed 1 billion views. With their partnership with Columbia Records, TREASURE is expected to reach new heights and audiences in the US and beyond. They are ready to showcase their talents and charms to the world with their upcoming album “REBOOT”.
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Why This Deal is Different
YG Entertainment has collaborated with various labels throughout its history on behalf of its artists, but only with Universal Music Group and Warner Music Group, two of the major brands.
For its artists in the past, such as BLACKPINK (signed to Interscope Records under Universal Music Group in the U.S.) and acts in its subsidiary label THEBLACKLABEL like Taeyang, Jeon Somi, Bryan Chase, and LREN (the first three are all signed with Interscope Records, while LREN has a partnership with 88rising that Warner Music Group distributes), YG has signed deals with U.S. labels and distributors.
The signing of TREASURE by Columbia Records is YG’s first direct collaboration with Sony in the United States. This is Columbia’s second K-pop signing of the year; earlier this year, the label signed the chart-topping girl group IVE as part of a new collaboration with Korean distributor Kakao Entertainment.