Summary

JYP Entertainment Corporation operates as a record

Company Profile
label, talent agency, music production company, event
management and concert production company, and music
Sector: Communications
publishing house.
Industry: Media
The company produces music, as well as engages in the
recruitment, training, and management of new artists. It offers Sub-Industry: Entertainment Content
its products through various global networks. The company is
Website: www.jype.com
based in Seoul, South Korea.

JYPE has grown into one of the biggest Korean entertainment agencies with its large roster of
domestically and internationally adored artists including 2PM, TWICE, GOT7, DAY6, 15&, and rising
newcomers like Stray Kids and ITZY. The company has also been integral in the careers of historical K-
pop acts like g.o.d, Rain, Wonder Girls, miss A and more, and notably saw Wonder Girls become the first-
ever K-pop act to land a single on the Billboard Hot 100 chart with 2009's "Nobody."

Currently, the company has multiple branches situated in 3 other countries such as JYP Beijing
Center China in China, JYP Entertainment Japan Inc in Japan, and JYP Entertainment Thailand in Thailand.

History
 1997–2010: Formation and success

JYP Entertainment was founded in 1997 by South Korean singer-songwriter J. Y. Park with his friends
(and co-ceo of actual JYP, Jeon Wook y Hong Seung Sung) as Tae-Hong Planning Corporation, which
eventually became JYP Entertainment in 2001.

In May 2006, JYP formed its first girl group, Wonder Girls, who became a commercial success and
was the first South Korean group to enter the Billboard Hot 100 in 2009 when their song "Nobody"
charted at No. 76.

1
Brand Audit by Gabriela Idrogo
 In October 2008, JYP Entertainment opened the JYP Beijing Center as their China branch. The same
year, CAA (Creative Artists Agency) included JYP Entertainment in its roster of high-profile clientele.

 2011–2014: Commercial fluctuations

In November 2011, the US-based subsidiary JYP Creative was established and it was reported that
Park invested approximately US 1.2 million dollars in the branch. However, after a year of operation, the
company reportedly saw a net loss of around US 1.5 million dollars by the end of 2012, forcing the CEO
to liquidate the branch and close all US operations, including the New York branch.

In 2012, JYP Pictures signed a contract with China Eastern Performing Arts Group to co-produce a
movie Hold Your Hand, featuring actors whom belonged to JYP Entertainment.

 2015–present: Prominence and business expansion

In 2015, the subsidiary Studio J was formed, debuting its first artist G soul on January 9. Two groups
were formed that year: the girl group Twice, and the band Day6.

Venturing into the Chinese market, JYP Entertainment established music distribution partnership
with China Music Corporation in February 19, 2016.

In the first half of 2018, JYP Entertainment became the second largest entertainment company in
South Korea when their total market capitalization, largely due to the success of Twice, surpassed YG
Entertainment. It was the first time that JYP Entertainment had placed second among the Big 3 large
companies, with SM Entertainment retaining the top position. Later that year, JYP surpassed SM to
become the largest among the big 3 large companies. In May 2018, JYP became the only Korean
entertainment company to rank in the Financial Time "FT 1000: High-Growth Companies Asia-Pacific"
list, charting at No. 177 out of all 1000 companies and No. 12 out of all 104 Korean companies.

On the 11th of March 2019, JYP Entertainment reached a new partnership with Sony Music
Entertainment’s The Orchard. JYPE will distribute both digital & physical releases to key markets in the
US, Europe & beyond through The Orchard to “expand the label’s presence around the world.

Key executives

 J.Y. Park (Founder). Was the CEO until 2011. Also known by his stage names J. Y. Park and The
Asiansoul or the initials JYP, is a South Korean singer-songwriter, record producer, record
executive, and reality television show judge. Park rose to stardom as a singer following the
release of his 1994 debut album, Blue City.
 Jung Wook (CEO). Current Chief Executive Officer from February 16, 2011 until today.
 Byun Sang Bong (Co-CEO)
 Jo Hae Sung (Co-CEO)

2
Brand Audit by Gabriela Idrogo
 Logo
The logo is formed by the initials of its founder, Jin Young Park,
followed by the word entertainment. Its catchphrase is “Leader in
entertainment” showing their willing to become number one in the
market. The logo is simple and easy to remember. The official color of
the company is blue because it is a color that is not easily found in nature, so that they have a meaning
for all of their celebrities, artists and employees of being special. The logo has maintained through the
time being.

Products and services

 Concerts. Planning the events for they artists.
 CDs and online music. All their artists’ music is managed and distributed by them.
 TV and online programs/shows. Developing movies, series and shows involving
actors from the company. A subsidiary called JYP Pictures is given this job.
 Reality Shows. The company is known to have some reality (competition) shows
to form new groups. The last one that was aired was called “Stray kids” and
nowadays the boy group that was formed from that show is gaining a lot of
recognition.
 Merchandise. Produce and sell various products with their artists’ names.
 App. A rhythmic game called SuperStar JYPNation.

Marketing

JYPE is mostly known by the popularity of their artists, they use visual advertising in buses, led
screens in malls and all over Korea. They try their best at featuring their celebrities in well-known TV
programs from day 1. And they make sure to have a lot of international coverage partnering with other
companies to let k-pop be known around the globe. The corporation has a subsidiary called JYP
Publishing; which is an affiliated company of JYP Entertainment, founded by J.Y. Park in February 2008
with the goal of advancing and globalizing music publishing industry. Social Media is also used a lot to
promote a what they have to offer, their twitter, Facebook and Instagram accounts are active all the
time, YouTube is the major source for advertisement as they release teasers and all the music videos of
their artists, they also make advertisement campaigns when they are looking for new talents to enter
the company.

Commercial relations

Music distribution. JYP Entertainment's records are distributed worldwide by The Orchard since March
2019.

Holyim. In June 2009, it was officially announced that JYP Entertainment and the Jonas Group signed a
management deal for the Wonder Girls. Wonder Girls joined the Jonas Brothers' World Tour 2009, in

3
Brand Audit by Gabriela Idrogo
selected cities, and performed their two songs "Nobody" and "Tell Me" as the opening act. In the same
year, Holyim, a joint venture between JYP Entertainment and KeyEast BOF, was founded.

J. Tune Entertainment. In December 2010, JYP Entertainment effectively incorporated J. Tune

Entertainment.

KMP Holdings and KT Music. In March 2010, KMP Holdings was established via a joint venture between
JYP, S.M. Entertainment, YG Entertainment, Star Empire, Media Line, CAN Entertainment, and Music
Factory Entertainment. KMP Holdings was acquired by KT Music in November 2012, and in June 2013,
KT Music absorbed KMP's distribution network. In January 2014, the seven talent agencies behind KMP
Holdings formed a collective bond partnership and bought 13.48% of KT Music's stocks, leaving KT
Corporation with 49.99%.

United Asia Management. In 2011, JYP Entertainment joined with S.M. Entertainment, YG
Entertainment, KeyEast, AMENT, and Star J Entertainment to form United Asia Management in an effort
to promote Korean pop music internationally.

Smile Gate. On November 17, 2013, JYP Entertainment partnered with Smile Gate to promote the game
CrossFire with 2PM and Miss A.

IRIVER Inc. On January 31, 2018, Iriver announced its entry into the Korean music industry. Together
with parent company SK Telecom and music labels S.M. Entertainment, JYP Entertainment and Big Hit
Entertainment, the company launched a new online music store in the second half of 2018.

Social Media

o Instagram – 3.2M followers www.instagram.com/jypentertainment/

4
Brand Audit by Gabriela Idrogo
 o Twitter – 3.26M followers https://twitter.com/jypnation

o YouTube – 12M subscribers https://www.youtube.com/jypentertainment

Target Audience

The main audience that JYPE is trying to convey are men and women from 15 to 30 years old, no matter
which nationality they hold, whom are attracted to the celebrities that the company promotes and buy
their products and services, at least middle class or higher.

Buyers persona

Danielle Privet. 17 years old, senior high school student. Used

to like One Direction but she discovered k-pop and is now a
“koreaboo”.

Since she was a child she loved to dance, and lately she likes to
learn choreographies for her favorite k-pop songs.

Has bought all the Got7 albums and her room is full of posters
and pictures of her favorite singers.

She’s going to attend to a Got7’s concert that is going to be

placed in her city.

Lives with her parents in Washington and she is planning to

study arts.
In M ay 2006, J YP fo rmed its fi rs t girl g roup, Wonde r Girls ,[10 ] who became a commercial s ucces s and was the firs t South Ko rean group t o enter the Billb oard Hot 100 in 2009 when thei r s ong "Nobody" charted at No.

5
Brand Audit by Gabriela Idrogo