advertisement advertisement advertisement Big Hit Entertainment, the South Korean company behind the boy-band phenomenon BTS, is expanding a strategic partnership with Universal Music Group and its Geffen Records label in an ambitious attempt to replicate the successful K-pop formula—and the social media virality that goes along with it—with an American music company. advertisement Company executives, including UMG chief Lucian Grainge and Big Hit CEO Bang Si-Hyuk, announced the move Wednesday on VenewLive, a live-streaming platform launched by Big Hit last year in which UMG recently became an investor. Lenzo Yoon, Big Hit’s global business CEO, described the partnership as a “fusion of cultures.” Under the arrangement, UMG will leverage Big Hit’s technology, notably the social networking app Weverse, while Big Hit gains a deeper global footprint with an American music powerhouse whose roster includes everyone from Nirvana to Olivia Rodrigo. … [Read more...] about BTS label Big Hit Entertainment and UMG are teaming up to find the next boy-band sensation