K-pop boy band Treasure has joined hands with Columbia Records, a label unit under Sony Music, in an ambitious bid to make inroads into the United States market.
Treasure’s agency YG Entertainment on Monday announced the group had forged a partnership with Columbia Records to support the launch of the band’s second studio album Reboot in the US in August. Columbia Records will be assisting Treasure in the global distribution as well as local marketing and promotion of the new album, YG Entertainment said.
Columbia Records is a subsidiary label owned by global music company Sony Music Entertainment and represents high-profile artistes such as Adele, Beyonce, Harry Styles, Miley Cyrus and Lil Nas X. The partnership is the US music label’s latest collaboration with a K-pop act.