Hive To Set Up Indian Corporation In Second Half...Bang Sihyuk's multi-genre big feature
Jun 30, 2025
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On the 30th "Hive is conducting local market research and incorporation practice with the aim of launching around September-October." he said.
Chairman Bang Si-hyuk's willingness to export the K-pop methodology to a huge market with a population of 1.4 billion was responsible for the establishment of Hive's Indian subsidiary. In fact, Chairman Bang is personally taking care of the strategy of 'Multi-home, Multi-genre'. 'Multi Home, Multi Genre' is a strategy to secure a leading business position in the local music market by reflecting local culture and characteristics. Only by exporting and applying the business model of the "K-pop" that has been emphasized normally to other music genres can survive" is a way to realize a strategy to overcome a sense of crisis in the global market.
'Multi-home, Multi-genre' strategy is showing results in the mainstream music market that first entered the Indian market. The U.S. is showing the most obvious performance. The girl group KATSEYE (CatsEye), presented by Hive America, was on Billboard 'Hot 100' less than a year after its debut. KATSEYE is a group in which Chairman Bang takes care of the entire process, from music and choreography to visual creativity. The double title song 'Touch' of the first EP 'SIS (Soft Is Strong)' entered Billboard 'Bubbling Under Hot 100' at No. 22 and was also included in the British NME magazine '50 Best Songs of the Year'. The digital single 'Gnarly', released in April, entered both the US Billboard 'Hot 100' and the UK's official single 'Top 100', which are called the world's two biggest charts.
KATSEYE is a multinational girl group that has been introduced by applying the K-pop methodology that discovers and trains newcomers and integrates the production, management, and marketing performance planning of the record label into one chain. Hive acquired Ithaca Holdings, which includes superstars such as Ariana Grande and Justin Bieber, in 2021 to enter the U.S., the world's largest music market. In the same year, it established a joint label with Geffen Records under Universal Music Group, and in 2023, it acquired top-tier hip-hop label QC Media Holdings, which includes famous hip-hop artists such as Lil Baby and Migos. Chairman Bang and key executives stayed overseas for more than half of the year and carried out the acquisition. After securing such a base, it is leading the KATSEYE sensation by incorporating local infrastructure and networks, as well as K-pop artist discovery and fostering systems, and adding Chairman Bang's production know-how.
The business is also on track in Hive Latin America, which was established in the second half of 2023 to secure its South American base. In South America, Hive is working on two big artist discovery projects. The band selection audition 'Pase a la Fama', which is broadcasting with Mexico's largest broadcaster Telemundo, is gaining huge popularity locally. Local viewers are responding greatly to the human story of challenging the path of a star by coming to Seoul from all over the world with one passion for music.
Separately, we are also preparing auditions to select Latin boy group members. In both auditions, participants go through a training course that includes mentorship, and it is the first attempt to incorporate the K-pop methodology that maximizes the talent of artists into the Latin music genre. It is to target the Latin music market, which is growing rapidly not only in South America but also in the United States, with Hive's know-how as of 2024. Hive has also acquired Exile Music to quickly settle in Latin and target the local market. Based on Chairman Bang's personal network, he has a solid local presence with special contributions.
There are also successful cases in Hive Japan. Boy Group & TEAM has been certified 'Triple Platinum' (over 750,000 copies) by the Recording Industry Association of Japan, surpassing 800,000 cumulative shipments (as of April 2025) with its third single 'Go in Blind'. The album also topped the Oricon 'Weekly Singles Rankings' and 'Weekly Summing Singles Rankings' (May 5). Oricon said at the time that the 431,000 points earned by &TEAM in the 'Weekly Sum Single Ranking" were the highest among male artists this year. &TEAM has been certified by the Recording Industry Association of Japan for all albums released so far (excluding digital singles) from their debut album released in December 2022.
Aoen, a boy group that YX Labels under Hive Japan introduced for the second time after &TEAM, also topped Japan's Oricon chart upon its debut this month. Aoen was born through the audition program 'Cheering-HIGH~Dream START LINE~' which aired on Nihon TV from February to April. In other words, it is the "achievement of the Hive Multi-Home Strategy in Japan".
"Chairman Bang's usual theory is that K-pop should not just mean music as a genre of pop, but it should be a methodology itself to accurately grasp the public's preferences and create a super IP based on super fans," Hive said. "Our strategy to secure a base in major music markets around the world and apply this methodology is generating results, and if the current trend continues, the global music market dominated by the three major global companies will change significantly."
silk781220@sportschosun.com
