With a slew of Billboard chart accomplishments after their first year together, one of K-pop’s top girl groups is gearing up to make a larger mark on the U.S. market.
Billboard can exclusively reveal (G)I-DLE is readying an American-focused rollout with their new music, singles, videos and U.S. shows following a new partnership between the group’s Korean label Cube Entertainment and e2PR, Strategic Communications. A new EP, which will be the group’s third to date, is already in the works with a release date to be announced.
“We are so excited about making an impact in the United States for our fans there,” Soyeon, the leader of (G)I-DLE who is also the main songwriter and producer for the group, tells Billboard. “We are so thrilled and excited to meet our fans in the U.S. We thank them for always supporting us even from far away. We are creating music and performances in our own unique (G)I-DLE way for them to enjoy.”
With offices in the United States and South Korea, e2PR is the newly established PR agency that includes publicity veterans Ellyn Solis, former president of Effective Immediately PR, and Elly Chae, who worked on the global PR team with Big Hit Entertainment.
“The U.S. PR team will be led by Ellyn Solis and Korean partner Elly Chae of e2PR who offer a unique skill set in bringing awareness to (G)I-IDLE in the U.S.” said Simon Hong, executive producer at Cube Entertainment, the 13-year-old publicly traded music company that represents chart favorites like BToB, CLC and Pentagon and created early K-pop pioneers 4Minute and Beast. “Their credibility and expertise perfectly aligns with our vision for this brilliant group of creative, independent, and fierce young women that are (G)I-DLE.”
Adds Solis, president of e2PR. “We are proud to be helping to create more opportunities for these amazing young artists in the U.S.”
Among K-pop acts, the sextet made up of Soyeon, Minnie, Miyeon, Soojin, Yuqi and Shuhua has achieved several charts accolades since their spring 2018 debut.
(G)I-DLE sent both their debut single “Latata” and debut album I Am to the Billboard charts, a rarity among Korean girl groups who tend to connect with U.S. audiences further down their careers. (G)I-DLE also became just the fifth female K-pop act and third girl group to land a No. 1 on World Digital Song Sales when their “Pop/Stars” collaboration alongside Madison Beer and Jaira Burns topped the chart last year. “Pop/Stars” also entered Billboard‘s all-genre Digital Song Sales chart in November making (G)I-DLE just the third K-pop group ever to do so.
During their first U.S. visit last summer, the (G)I-DLE women first told Billboard about their ambitions to connect stateside, sharing how “our dream was always to come to America to talk with our fans.” Just three months into their careers at the time, they shared a commitment to “not be like other idol groups” and become a group that listeners can always count on for high-quality material. As member Soojin shared, “The key word I want fans to have when thinking about us is ‘reliable’ — you can depend on us.”