Lugano — Warner Music Group teams with Mainstream to strengthen Korean artists’ international presence, beginning with rap sensation Lee Young-ji and signaling a new chapter for Korean hip-hop worldwide.
According to Billboard, executives from both companies have emphasized that the agreement goes beyond conventional distribution, deepening cooperation in artist development, music production and long-term career planning.
“I am delighted to partner with MAINSTREAM; they are a talented group and have been amazing in developing their artists,” said Oscar Scivier, Head of A&R at Warner Music APAC.
“We are excited to begin this new partnership with Warner Music. We feel very aligned with Oscar’s vision for breaking artists globally out of Asia, and we are already happy with the new music we’re creating together,” said Hyunsoo Lee, CEO of Mainstream.
Under the agreement, Warner Music Group will work closely with Mainstream’s roster to advance artists’ careers through international promotion, distribution and strategic marketing efforts, starting with Korean rapper Lee Young-ji.
At the center of the new partnership is her latest single, “Robot,” which showcases her evolving creative direction. Blending assertive lyricism with dynamic production, the track stands as the first release unveiled as part of the collaboration.
Based in Seoul, Mainstream, formally known as Mainstream Winter Inc., is the management company credited with guiding Lee’s rapid ascent within Korea’s hip-hop scene.
The artist has emerged as one of the most distinctive voices in contemporary Korean hip-hop.
She first gained national attention after winning “High School Rapper 3,” becoming the program’s first female champion, a milestone achievement in the competition’s history.
Young-ji later continued to break barriers by becoming the first female winner of “Show Me the Money 11,” further solidifying her standing in Korea’s highly competitive rap landscape.
Beyond televised competitions, Young-ji has cultivated a strong digital presence as the host of the popular web talk show “Not Much Prepared,” which launched on YouTube in 2022.
Her candid humor and charismatic personality have resonated widely, attracting a substantial online following.
In June 2024, she released her first extended play, “16 Fantasy,” a project that marked a pivotal step in her artistic development and highlighted her versatility as both a rapper and performer.
Further highlighting her global ambitions, Lee recently announced the 2026 Lee young ji World Tour,” poised to become her most expansive international run to date.
The first cities revealed include Seoul, Osaka, Tokyo, Hong Kong, Taipei, Berlin, London and Paris, with additional stops expected to be announced in the coming months.
