Los Angeles-based media company hello82, the leading independent K-pop label in the U.S., has announced a new partnership with One Hundred Label, the South Korean entertainment agency behind the popular K-pop group THE BOYZ. To kick off the collaboration, hello82 will be leading promotional efforts as the sole physical distributor for THE BOYZ’ new comeback album Unexpected, which was released today.
To celebrate the album release and the launch of this major partnership, hello82 will be hosting immersive fan experiences at its brick-and-mortar locations in Los Angeles and Atlanta and at pop-ups in New York City, Chicago, Dallas and San Diego throughout March. Fans will be able to enjoy exclusive merchandise, interactive experiences and special content tied to THE BOYZ’ new album and engage with other members of THE BOYZ’ global fanbase, “THE B.”
“This partnership with One Hundred Label and THE BOYZ is exactly the type of artists we want to sign at hello82, and we are grateful that they see our vision to create a link between South Korea’s powerful music scene and the fan bases around the world,” said Jae Yoon Choi, CEO and Founder of hello82, in a press release. “We are committed to providing fans with authentic and meaningful connections to their favorite artists, and we can’t wait to introduce new ways for ‘THE B’ to celebrate THE BOYZ’s comeback with us.”
One Hundred Label is the latest K-pop agency to ink a new deal with hello82, after KQ Entertainment (home to ATEEZ and xikers) and FNC Entertainment (the agency behind P1Harmony) partnered with the U.S. label and saw their artists land in the Billboard 200, with ATEEZ topping the chart twice, xikers earning a spot at No. 73 with House of Tricky: Trial And Error, and P1Harmony marking their Billboard 200 debut with their mini-album HARMONY: ALL-IN (at No. 51).
Hello82 now hopes to replicate that success with One Hundred Label and THE BOYZ by using its platform and expertise to expand the group’s reach in the U.S. and globally.
Formed in 2017, THE BOYZ are an 11-member boy band known for their striking visuals, strong vocals and lively performances that showcase their acrobatic abilities. Ever since drawing international attention with their first-place finish on the K-pop reality competition show Road to Kingdom in 2020, THE BOYZ have won numerous accolades at music awards shows across Asia and have scored entries on various Billboard charts, including World Digital Song Sales (with “Maverick” at No. 13) and World Albums (with their eighth EP Be Awake at No. 6).
In late 2024 THE BOYZ left IST Entertainment and signed an exclusive contract with One Hundred Label.
Founded in 2023 by rapper MC Mong and Cha Ga-won, One Hundred Label is the parent company of Big Planet Made Entertainment, whose diverse roster includes artists like TAEMIN, VIVIZ, Lee Mujin and BE’O, as well as INB100, which hosts EXO’s BAEKHYUN, XIUMIN, and CHEN.
Since its launch in 2018, hello82 has become a key player in the K-pop industry by helping K-pop artists grow their international audience and engage more deeply with their fans through strategic music distribution, innovative marketing strategies, immersive fan experiences and other live events, and exclusive merchandise sold through hello82’s ecosystem of retail locations, e-commerce platforms and pop-up stores.
More details on hello82’s upcoming promotions for THE BOYZ will be revealed soon. To stay up-to-date on activities happening in your area, visit the hello82 website: www.hello82.com.