- With investor interest rising after the success of Kpop Demon Hunters, Beyond Music’s Jinwoo Jo says the focus is simple: “We stick to what we do best — K-pop.”
Following the global success of 「Kpop Demon Hunters」, investor interest in Korean music catalogs is soaring. Beyond Music CEO Jinwoo Jo explains that the firm’s focus remains clear: “We stick to what we do best — K-pop.”
Founded in 2021, Beyond Music has invested over $250 million to acquire more than 35,000 songs, supported by $400 million in funding from Korean institutional investors such as Praxis Capital and KB Securities. Its catalog includes hits from BTS, BLACKPINK, and iconic Korean artists like Panic and Kim Sung Jae, as well as global assets like Yandel.
Jo notes that many Korean management companies are now selling parts of their catalogs to stabilize finances amid leadership changes and intense competition. Beyond positions itself as a liquidity and solution provider, acquiring both publishing and master rights while navigating Korea’s unique cultural and legal landscape.
Unlike the U.S., name, image, and likeness rights are not yet formally recognized under Korean law. Instead, Beyond focuses on publishing and master rights, generating returns through synchronizations, such as using BLACKPINK’s “Kill This Love” in Asahi’s global campaign, and through social media-driven promotions tied to viral moments.
Jo highlights that Beyond’s strategy balances new K-pop hits and evergreen Korean classics, with surprising growth from vintage tracks. Songs like Kim Hyun-sik’s “Our Life” and Loveholic’s “If I Have You Only” saw streaming surges after appearing in dramas like 「Big Bet」 and 「My Liberation Notes」, followed by strategic remakes and re-releases.
“We believe you can slow the decay curve of hit songs,” Jo says. “And for classics, digital rediscovery has become a powerful growth engine.”
─ Full interview available [here]
