As K-pop continues to expand its global footprint, concerns remain over the industry's growing concentration of resources among major entertainment companies. For smaller agencies with limited capital, breaking into overseas markets has become increasingly difficult, raising questions about the long-term sustainability and diversity of the Korean music business.
To address that imbalance, South Korea's Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency (KOCCA) have launched a new initiative aimed at helping independent and mid-sized music agencies expand internationally.
Ten acts have been selected for the inaugural "Global Leap Support Program for Small and Medium-Sized Music Agencies": RESCENE, xikers, TUNEX, KIRAS, Can't Be Blue, 82MAJOR, Big Ocean, USPEER, X:IN and 8TURN.
Participating agencies will receive up to approximately KRW 300 million (around USD 220,000) per year, with support renewable for as many as three consecutive years based on performance evaluations.
The program arrives amid widening disparities between major and smaller players in the K-pop ecosystem. According to research released by KOCCA, while overall K-pop revenue and exports continue to grow, the average annual music production budget of large entertainment companies reached KRW 43.11 billion in 2023, compared with just KRW 1.49 billion among small and medium-sized firms.
The gap extends beyond production spending. Large agencies averaged 83.4 overseas concerts annually, while smaller companies averaged only four performances, highlighting a more than twentyfold difference in international activity.
Unlike previous support programs that focused on specific areas such as album production or live events, the new initiative allows agencies to allocate funding according to their own market strategies.
The grants can be used for export-oriented album and music video production, localized marketing campaigns, international touring, and other activities tailored to each company's growth plans.
Several selected acts have already outlined their overseas priorities. RESCENE is preparing for expanded activities in Japan and the United States, while xikers plans to strengthen its Japanese presence through new releases and unit projects. TUNEX is targeting performances in Mumbai, KIRAS is organizing fan meetings across seven Asian countries, and band Can't Be Blue aims to build on momentum generated by its inclusion in Spotify's RADAR program.
Industry observers will be watching closely to see whether the initiative can help diversify K-pop's global growth model beyond the major-label system. If successful, the program could create new pathways for smaller agencies to enter emerging markets, sustain creative experimentation, and contribute to a more balanced and competitive global K-pop industry.
Reported by News Culture M.J._mj94070777@nc.press
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