The Billboard chart-topping girl group is “very exciting for the U.S. and International markets,” according to the talent house.
(G)I-DLE is ramping up its global team.
Billboard can exclusively reveal the K-pop girl group has signed with ASIAN AGENT for U.S. management and international strategy. A creative talent house, ASIAN AGENT describes its focus as “localizing K-pop in the U.S. by representing an array of artists and creatives.” It currently houses the likes of Wengie (the YouTube sensation and musician who just made her debut on the World Digital Song Sales chart), singer-songwriter Melanie Fontana (who co-wrote BTS‘ highest-charting hit on the Hot 100 in “Boy With Luv” featuring Halsey), producer David Amber (who was behind two of TWICE‘s Top 5 hits on the World Digital Song Sales chart) and more.
“(G)I-DLE is very exciting for the U.S. and international markets,” ASIAN AGENT’s Danny Lee says in a statement. “Between the multinational six members, they speak five languages, and can write and produce their own music. In addition to their music, fashion and lifestyle-brand ability, they also have a fanbase in the gaming community.”
In fact, the first public activity in the partnership comes this weekend as ASIAN AGENT heads to Paris with (G)I-DLE’s leader and main producer Soyeon for the 2019 League of Legends World Championship. The 21-year-old will take part in the debut world performance of “Giants” as a member of the new, virtual hip-hop collective True Damage alongside Becky G, Keke Palmer, Duckwrth and Thutmose.
True Damage is the second music act for Soyeon to take part of under Riot Games, the video-game developer and esports organizer most known for League of Legends, after being part of 2018’s K/DA with Madison Beer, Jaira Burns and her (G)I-DLE band mate Miyeon. K/DA’s single “Pop/Stars” hit No. 1 on World Digital Song Sales and led (G)I-DLE to be only the third K-pop act to enter Billboard‘s all-genre Digital Song Sales chart follow in in the foot steps of BTS and BLACKPINK.
Bringing ASIAN AGENT into the fold adds to (G)I-DLE’s increasingly international team that includes Cube Entertainment, their record label at home in Korea, as well as e2PR Strategic Communications, the newly established PR agency with U.S. and Korea offices. Billboard first broke the news about (G)I-DLE’s plans to increase their attention in America back in September.
This week, (G)I-DLE land their sixth hit on World Digital Song Sales as new song “Lion” debuts at No. 13. The track is expected to rise on the charts next week following its official music video release on Sunday (Nov. 3).