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CJ ENM unveils global music strategy as Mnet celebrates 30th anniversary
Shin Hyung-gwan, head of CJ ENM's Music Contents Division, poses during a press event celebrating its music channel Mnet's 30th anniversary in southern Seoul, Tuesday. Courtesy of CJ ENM
By Pyo Kyung-min
Entertainment giant CJ ENM celebrated the 30th anniversary of its flagship music channel Mnet, Tuesday, unveiling an ambitious global strategy that includes the launch of a new record label, expanded international production and a deeper push into global music commerce.
At a media event in southern Seoul titled "Mnext: Worlds of Mnet Since 2025," executives laid out a roadmap for the company's music business, positioning CJ ENM to grow as a global content powerhouse.
Shin Hyung-gwan, head of CJ ENM's Music Contents Division, outlined a three-pronged strategy focused on global multi-label operations, large-scale international projects and an integrated online and offline platform.
The most headline-grabbing announcement was the planned launch of a new global music label this year.
"By the first half of this year, we will share more details about a new global label created in partnership with some of the world's leading music forces," Shin said.
CJ ENM already manages music labels WAKEONE and Japan-based LAPONE Entertainment. WAKEONE represents singer Roy Kim, Ha Hyun-sang and "Squid Game" Season 2 star Jo Yu-ri, along with K-pop acts Kep1er, ZEROBASEONE and Izna. LAPONE's roster includes Japan-based artists JO1, INI, DXTEEN, IS:SUE and ME:I.
The 2024 MAMA Awards, managed by Mnet, was held through Nov. 22 to 23 in Japan's Kyocera Dome last year. Courtesy of CJ ENM
The new label is expected to further strengthen ties with international fans and expand CJ ENM's reach in the global music market.
"The global label will localize K-pop while retaining its DNA. This project will not only feature international artists but also pair them with Korean producers to exchange cultural strengths and create collaborative works," Shin explained.
The company also plans to scale up its production capabilities, launching projects that extend beyond K-pop. Among them are "World of Street Woman Fighter," a global dance crew competition, and "Boys 2 Planet," a survival show airing in both Korean and Chinese versions that will form two separate boy groups.
Other planned productions include "KPOPPED," an eight-part Apple TV+ singing competition series, and a band-focused survival show designed to broaden the genre.
A new program was also unveiled during the event, a joint hip-hop project between Korea and Japan titled, "Unpretty Rapstar: HIPPOP PRINCESS." Produced by the teams behind the original "Unpretty Rapstar" and "Street Woman Fighter," the show is set to premiere in the second half of the year.
Kim Ji-won, head of Mnet Plus Business, poses during a press event in southern Seoul, Tuesday. Courtesy of CJ ENM
Beyond television, CJ ENM will continue to expand its global fan engagement platforms, including KCON — the world's largest K-pop festival — and the MAMA Awards, one of the industry's most recognized award show. Both events are integrated with Mnet Plus, CJ ENM’s digital fan platform.
Kim Ji-won, head of Mnet Plus Business, noted the platform will enhance its offerings this year through three pillars: K-pop content, fan engagement and global e-commerce.
Kim also revealed that Mnet Plus will expand its streaming and video-on-demand services for Mnet programs, as well as original shows like "SUMBAKKOKJIL."
It will also increase fan-interactive features, including fan club management tools, artist posts and one-on-one chat functions through its "Plus Chat" service. In April, it plans to launch a beta version of "Mnet Plus Merch," connecting online and offline commerce with curated, limited-edition products for global fans.
CJ ENM also introduced the "Music Creative eco-System," a new music business framework designed to nurture emerging talent, support small and medium-sized labels and build a sustainable industry ecosystem through global partnerships.
"Through collaboration, creativity and innovation, we plan to lead the next chapter of global music," Shin said.