Hwang Garam → Bumjin Double X Entertainment leads the mainstream with the emotion of music
Jun 23, 2025
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Double X Entertainment recently released a series of hit songs such as Bumjin 'Hello' and Hwang Garam 'I'm a Firefly'. Beyond simple labels, they are developing into music tech-based producers that maximize the lifetime and IP asset value of artists' content, and they are building an all-round artist ecosystem from investment planning to entertainment production and marketing agencies and management acquisitions.
Hwang Garam's 'I miss fireflies' and 'I miss them so much' formed a solid fandom through narrative storytelling, and Bumjin's 'Singer' differentiated it with analog texture and band arrangement, and the flow of music created a turning point where band sound was centered. Ahn Ye-eun, who was previously an artist, also became a leader in the trend of the times by securing an unrivaled image in line with the popularity of trot and Korean traditional music. The representative song 'Dreams of Octopus' has been loved a lot so far as it has established itself as a mega-hit song with allegorical sensibilities and color expressions tailored to the eyes of children.
These achievements can be seen as the result of Double X Entertainment focusing on discovering artists with musical narratives and skills, and at the same time planning music that encompasses popularity and originality. In addition to this, Double X Entertainment's plan, which added a narrative, created an artist brand that has not been seen anywhere else.
According to the official, all projects of Double X Entertainment focus on 'Story' from the planning stage. The direction 'In the age of emotion, the public hears authenticity' is also the philosophy of Double X Entertainment.
The official said, `Rather than following the market, the movement in the direction we believe has set the trend"More than a short trend, music that is loved for a long time and steadily growing artists are the center of our philosophy, and a structure that grows based on long breathing with artists is the basis of our brand."
Hwang Garam also said, "I'm a firefly' is small and faint, but shiny beings somewhere, those very beings about you and me." He respected my story and made it possible for me to tell it to the world," emphasizing the importance of the story.
Then "I think music is the way to people after all. If it weren't for the current agency, I probably wouldn't be here today. I'm really grateful," he added. Bumjin says "When I first play the music, when I sing on stage, I end up telling one person "Are you okay?" 'Are you doing well?It was my intention to say hello. With the company, I felt more organized with music and I think I was able to reach more people."
In addition to Hwang Ga-ram and Beom-jin, Double X Entertainment has now expanded its lineup to K-pop girl group Unicode, which consists of all Japanese, as well as artists from various genres such as Cheetah, Park Hye-kyung, VOS' Kim Kyung-rok, Lee Byung-chan, Brown Tiger, and Choi Jeon-seol. As they have built a wide musical spectrum, it is expected that the contact point between their musical narrative and popularity will be widened by the belief of Double X Entertainment that authenticity is the most important.
Double X Entertainment is also expanding its collaboration with the outside world. He is accumulating know-how by marketing idol and artist promotions such as JK Kim Dong-wook and Yoon Il-sang, and recently, he is surprising the public once again by producing contents and music for various artist lineups such as YUL (Yul), the deputy character of creator Lalalal, Kim Tae-kyun of 'Cultwo Show', and Puppet Boy.
In addition to performances, it is also actively expanding complex IPs such as brand collaboration, video content, artist goods, and book projects. In the future, it is reported that it is considering the possibility of entering the global market along with the disclosure of its new artist lineup.
Internally, the discovery and branding of the next generation of singer-songwriters and vocalists is underway through strategic support to accelerate the growth of its leading artists, including Beomjin, Hwang Garam, and Lee Byung-chan. In addition, it is building a hybrid IP that crosses reality and virtuality through AI-based virtual artist planning and accelerating the implementation of innovative artist models targeting the global market.
"Our strength is that we can collaborate flexibly while preserving the essence of music," a Double X Entertainment official said. "We will continue to grow into a sincere platform connecting artists, brands, and the public."
rightlight@sportschosun.com
