Comprehensive entertainment company Artist Group announced on the 19th that it has signed a strategic partnership with comprehensive programming channel MBN and will begin to attack the global K-content market in earnest. In particular, it is expected that future business expansion will gain momentum as it has secured stable production funds by attracting an investment of 18 billion won from major affiliates of Maeil Business Newspaper, including MBN.
Artist Group recently merged with Artist United (321820) and Artist Company to become a comprehensive entertainment company that combines management and content production and distribution functions. Based on the experience of producing works that have achieved success in the global market, such as 'Hunt' and 'The Sea of Silence', the company plans to further strengthen its business competitiveness through this investment.
The market is paying attention to the possibility that Artist Group will establish itself as a representative company in the domestic content industry based on this achievement. It is predicted that it will become a 'second Studio Dragon' by establishing an 'all-in-one system' encompassing content production, distribution, and broadcasting through cooperation with MBN.
An official from the Artist Group said, “We are evaluating this investment as a strategic alliance, not just simple financial support. MBN’s investment will make the production of blockbuster projects targeting the global market smoother,” and “We plan to maximize production efficiency through organic cooperation from co-production, programming, and broadcasting.” In particular, they expressed their expectations, saying, “In a situation where the content production environment is becoming increasingly difficult, this cooperation will be a meaningful model.”
An MBN official said, “As the possibility of global expansion of K-content has been increasing recently, we will create synergy by combining the production capabilities of Artist Group and the media platform of Maeil Business Newspaper,” and “We plan to produce and air killer content such as dramas on our own channel.” In fact, MBN has recently significantly expanded its drama production and programming, and is presenting various genres such as “The Perfect Marriage,” “The Crown Prince Has Disappeared,” and “Bad Memories Erased.”
Meanwhile, the collaboration also draws attention to the possibility that Artist United's AdTech platform 'Targeting Gates' will be utilized. The company expects that by combining this technology, which analyzes individual consumption patterns and preferences, with MBN's media platform, it will be possible to create customized content and advertising-linked businesses, thereby creating a new revenue model.
Also drawing attention is the technological collaboration between AI startup Perplexity, which recently signed an MOU with Artist Group. Perplexity is growing by expanding AI-based partnerships in major industries such as finance, communications, entertainment, and media, and is expected to contribute to enhancing the company’s content production efficiency in the future.
The market expects that this investment, coupled with China’s recent move to lift its ban on Korean Wave, will further increase the growth potential of the K-content production industry. The combination of Artist Group’s production capabilities and Maeil Business Newspaper’s media platform is expected to strengthen competitiveness in the global market. Accordingly, interest in Artist Group’s future business expansion and performance improvement is also increasing.
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