TREASURE is making a significant leap into the North American market by partnering with Columbia Records, a major record label.
YG Entertainment announced on the 3rd of July that TREASURE has formed a partnership with the American giant record company, Columbia Records. With this collaboration, TREASURE plans to enter the North American music market, known as the world’s largest, with their second full-length album, “Reboot.”
Columbia Records, which will support Treasure’s endeavors, is a local label under Sony Music Entertainment. They have accumulated extensive know-how and success stories by collaborating with renowned K-pop artists. Recently, Columbia Records has been seeking new K-pop artists who align with the local trends in the American market and recognized the infinite potential of Treasure, leading to this partnership. They will provide comprehensive promotional support, including specialized distribution of Treasure’s albums in the local market.
In the latter half of this year, TREASURE will embark on a new starting point. YG’s head producer, Yang Hyun Suk, personally announced their comeback and hinted at a grand transformation, stating that ” TREASURE is being reborn.” As they formalize their entry into the North American market, this partnership is expected to serve as a trigger for their global artist breakthrough.
TREASURE will release their second full-length album filled with new songs in August.