BrandNew Music
South Korean hip-hop and music entertainment company founded by rapper Rhymer.
Last updated August 22, 2026
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Overview
BrandNew Music is a South Korean music entertainment company centered on hip-hop, R&B, pop, idol-group management, recording, and artist development. The company was founded in 2011 by rapper and producer Kim Se-hwan, better known as Rhymer, after the dissolution of BrandNew Stardom, a joint company created through the 2009 merger of Rhymer's BrandNew Production and Cho PD's Future Flow. Rhymer had originally established IC Entertainment in 2003, following his debut as a rapper in 1995; that business later adopted the BrandNew Production name. When BrandNew Stardom split in 2011, Cho PD established Stardom Entertainment while Rhymer formed BrandNew Music. Several performers associated with the earlier company, including Verbal Jint, Tae Hye Young, BNR, Keeproots, A-Man, and Miss S, moved into the new organization. The separation also produced a contractual dispute involving Oh Yoo-mi of Miss S, with Stardom Entertainment arguing that she remained under contract and BrandNew Music asserting that the parties had agreed not to restrict the duo's movement. BrandNew Music initially built its identity around Korean hip-hop and R&B artists. Its early roster and collaborators included Verbal Jint, Phantom, As One, Miss S, Swings, Bumkey, P-Type, Taewan, Kanto, and other rappers, singers, producers, and musicians. The company used label-wide collaborative singles as a recurring promotional device. The first, "Happy BrandNew Year," was released in late 2012 and included artists such as Verbal Jint, Phantom, As One, Miss S, Swings, Shijin, and Bumkey. It reached number 24 on South Korea's Gaon Digital Chart. In 2013, the label launched the online program BrandNew Live and signed San E after his departure from JYP Entertainment. San E became one of the company's most visible and commercially successful artists. The label continued its collaborative-release strategy with "You Make Me Feel Brand New" in 2014, a song featuring Verbal Jint, San E, Bumkey, Kanto, Swings, and Phantom. The track sampled the 1974 song of the same name by the Stylistics and reached number 13 on the Gaon Digital Chart. Later that year, C-Luv, subsequently known as Taewan, joined the company. Swings departed during the same period to concentrate on his own label, Just Music Entertainment. BrandNew Music's third label collaboration, "BrandNew Day," arrived in December 2014 and reached number 30 on the Gaon Digital Chart. The label expanded its roster in 2015 with acts including Eluphant, Gree, Pretty Brown, and KittiB, followed by additional signings such as Esbee, Chancellor, and rapper-actor Yang Dong-geun, known musically as YDG, in 2016. From 2017 onward, BrandNew Music broadened its activities beyond its earlier hip-hop and R&B base. It established the indie sub-label Korean Roulette under Kiggen's leadership, with the duo SBGB identified as its first signed act. The company also formed the duo MXM in 2017. Its most significant move into idol pop came with the debut of AB6IX on May 22, 2019. BDC debuted later that year, on October 29. The company subsequently signed Han Dong-geun and supported the solo debut of Lee Eun-sang, formerly of X1, on August 31, 2020. On April 20, 2022, BrandNew Music debuted Younite, its third boy group according to the referenced account. The company's activities have therefore developed from an artist-led hip-hop label into a broader Korean entertainment operation spanning label collaborations, individual artists, indie projects, and idol-group production.
History
BrandNew Music developed from a sequence of independent Korean hip-hop businesses associated with rapper and producer Rhymer. Rhymer, whose birth name is Kim Se-hwan, debuted as a rapper in 1995. After finding it difficult to establish a sustained performing career, he founded IC Entertainment in 2003. The company later changed its name to BrandNew Production, creating the organizational foundation for his later label activities. In 2009, BrandNew Production merged with Future Flow, a record label owned by rapper and producer Cho PD. The merged business took the name BrandNew Stardom. This arrangement brought together Rhymer's artist and production network with Cho PD's company, but it did not remain permanent. In 2011, BrandNew Stardom divided into two businesses. Cho PD established Stardom Entertainment, while Rhymer founded BrandNew Music. Artists associated with the earlier organization who followed Rhymer included Verbal Jint, Tae Hye Young, BNR, Keeproots, A-Man, and Miss S. The separation was accompanied by a legal dispute. Stardom Entertainment sued BrandNew Music over Oh Yoo-mi, a member of Miss S, arguing that she continued to be bound by a contract with Stardom. BrandNew Music maintained that the two companies had previously agreed that neither would prevent Miss S from moving between the businesses. The dispute illustrates the contractual and organizational complications that accompanied the split, although the available reference does not provide a detailed account of the final legal resolution. BrandNew Music's initial identity was based on Korean hip-hop, rap, and R&B. In late 2012, it released "Happy BrandNew Year," a label collaboration involving Verbal Jint, Phantom, As One, Miss S, Swings, Shijin, and Bumkey. The single reached number 24 on South Korea's Gaon Digital Chart. In January 2013, the company launched BrandNew Live, an internet program intended to present the label and its artists through an owned digital channel. That summer, San E joined after leaving JYP Entertainment. His subsequent visibility and awards helped establish BrandNew Music as a significant home for commercially oriented Korean rap. The company continued to use collective releases to reinforce its label identity. "You Make Me Feel Brand New," issued in early 2014, featured Verbal Jint, San E, Bumkey, Kanto, Swings, and Phantom. It incorporated a sample of the Stylistics' 1974 song with the same title and reached number 13 on the Gaon Digital Chart. C-Luv, later known as Taewan, joined the company later in 2014, reconnecting with Rhymer's earlier BrandNew Production network. Swings left that year to focus on his own label, Just Music Entertainment. In December, BrandNew Music released "BrandNew Day," featuring a broad group of associated performers and reaching number 30 on the Gaon Digital Chart. Roster growth continued during the middle of the decade. Eluphant, Gree, Pretty Brown, and KittiB joined in 2015, followed in 2016 by Esbee, Chancellor, and actor-rapper Yang Dong-geun, who performs as YDG. The label also released "Heat It Up" in December 2015, continuing its practice of presenting multiple artists through a shared release. The period was not free of controversy: Bumkey of Troy was indicted in connection with alleged drug dealing in 2014, denied the allegations, and was found not guilty at trial in 2015. From 2017, BrandNew Music broadened its structure and artist-development model. It launched the indie sub-label Korean Roulette under Kiggen, with SBGB identified as its first act, and formed the duo MXM. The company then moved more decisively into idol-group management. AB6IX debuted on May 22, 2019, followed by BDC on October 29 of the same year. Han Dong-geun signed an exclusive contract in December 2019. Lee Eun-sang, previously associated with X1, made his solo debut through the company on August 31, 2020. On April 20, 2022, BrandNew Music debuted Younite, identified in the reference material as its third boy group. These developments show a progression from a founder-led hip-hop label toward a diversified entertainment company spanning recordings, online programming, individual artists, indie projects, idol groups, and concerts.
- 2022
Younite debuted
[1]Younite debuted on April 20, extending the company's boy-group portfolio.
- 2019
AB6IX and BDC debuted
[1]BrandNew Music expanded its idol-group business with the debuts of AB6IX and BDC.
- 2017
Korean Roulette and MXM
[1]The company launched Korean Roulette as an indie sub-label and formed the duo MXM.
- 2013
BrandNew Live launched
[1]BrandNew Music introduced an internet show focused on its label activities and artists.
- 2012
Happy BrandNew Year released
[1]The company's first label-wide collaboration reached number 24 on the Gaon Digital Chart.
- 2011
BrandNew Music founded
[1]BrandNew Stardom split, and Rhymer established BrandNew Music as a separate company.
- 2009
BrandNew Production merged with Future Flow
[1]Rhymer's BrandNew Production merged with Cho PD's Future Flow to create BrandNew Stardom.
- 2003
IC Entertainment established
[1]Rhymer founded IC Entertainment, the predecessor to his later BrandNew Production and BrandNew Music businesses.
Products and positioning
A South Korean artist-management and record company that combines hip-hop and R&B roots with mainstream pop and idol-group development.
Label collaboration single · 2012
Happy BrandNew Year
BrandNew Music's first identified label collaboration, released at the end of 2012. It assembled artists including Verbal Jint, Phantom, As One, Miss S, Swings, Shijin, and Bumkey, and reached number 24 on South Korea's Gaon Digital Chart.
Label collaboration single · 2014
You Make Me Feel Brand New
The company's second major collaboration, released in early 2014. The recording featured Verbal Jint, San E, Bumkey, Kanto, Swings, and Phantom and used a sample from the Stylistics' 1974 song of the same name. It reached number 13 on the Gaon Digital Chart.
Label collaboration single · 2014
BrandNew Day
A December 2014 label collaboration that brought together Verbal Jint, San E, Phantom, As One, P-Type, Taewan, Kang Min-hee, Kanto, Champagne & Candle, Yang Da-il, and DJ IT. The single reached number 30 on the Gaon Digital Chart.
Label collaboration single · 2015
Heat It Up
A 2015 collaborative release featuring San E, Verbal Jint, Bumkey, Hanhae, Kanto, Kang Min-hee, Yang Da-il, and Candle. It continued BrandNew Music's use of ensemble recordings as a way to connect its roster.
Internet show · 2013
BrandNew Live
An online program launched by BrandNew Music in January 2013 to showcase the label, its artists, and related activities through a company-controlled digital format.
Boy group · 2019
AB6IX
A boy group formed and debuted by BrandNew Music on May 22, 2019. Its initial members identified in the reference material were Lee Dae-hwi, Park Woo-jin, Kim Dong-hyun, and Jeon Woong.
Boy group · 2019
BDC
A boy group that debuted under BrandNew Music on October 29, 2019, representing the company's continued move from hip-hop-focused releases into idol-group development.
Boy group · 2022
Younite
A BrandNew Music boy group that debuted on April 20, 2022. The reference describes Younite as the company's third boy group.
Controversies
Marketing campaigns
- 2014You Make Me Feel Brand New
South Korea
The label promoted a cross-roster collaboration built around a sampled soul standard and featuring several of its principal rap and R&B performers.
Outcome. The single reached number 13 on the Gaon Digital Chart.
- 2014BrandNew Day
South Korea
A third label collaboration extended the company's ensemble-promotion format with a large group of BrandNew Music artists.
Outcome. The single reached number 30 on the Gaon Digital Chart.
- 2012Happy BrandNew Year
South Korea
BrandNew Music used a multi-artist holiday-season collaboration to present its roster as a unified label.
Outcome. The single reached number 24 on the Gaon Digital Chart.
Brand decisions
2022
Younite debutProduct launchBackground
BrandNew Music continued developing groups after the launches of AB6IX and BDC.
Action taken
The company debuted Younite on April 20, 2022.
Aftermath
The debut further expanded BrandNew Music's boy-group portfolio.
2019
Expansion into idol-group managementProduct launchBackground
After years of operating primarily as a hip-hop and R&B label, BrandNew Music expanded its artist-development model.
Action taken
The company debuted AB6IX in May and BDC in October.
Aftermath
Idol groups became a prominent part of BrandNew Music's business and public identity.
2017
Launch of Korean Roulette indie sub-labelStrategyBackground
BrandNew Music sought to extend its operations beyond its established hip-hop and R&B roster.
Action taken
The company created Korean Roulette and placed Kiggen in charge as president; SBGB was identified as its first signed act.
Aftermath
The move gave the company a separate platform for indie-oriented projects.
Recent events
- 2022
Younite debuted[1]
Product launch · Product generation
BrandNew Music debuted the boy group Younite on April 20, 2022, described in the reference account as the company's third boy group.
- 2020
Lee Eun-sang began solo activities[1]
Product launch
Lee Eun-sang, formerly a member of X1, made his solo debut through BrandNew Music on August 31, 2020.
- 2019
AB6IX debuted[1]
Product launch · Product generation
BrandNew Music debuted AB6IX on May 22, 2019, marking a major expansion of the company into boy-group activities.
- 2019
BDC debuted[1]
Product launch
BrandNew Music debuted the boy group BDC on October 29, 2019.
- 2017
Korean Roulette sub-label launched[1]
Product launch
BrandNew Music created the indie-oriented Korean Roulette sub-label, led by Kiggen, with SBGB as its first identified act.
- 2017
MXM formed[1]
Product launch
BrandNew Music formed the duo MXM as part of its expansion into idol-oriented artist development.
- 2014
BrandNew Music released You Make Me Feel Brand New[1]
Product launch
The label's second major collaborative single featured several roster artists, sampled a Stylistics song, and reached number 13 on the Gaon Digital Chart.
- 2013
BrandNew Live launched[1]
Product launch
The label introduced its own internet show, BrandNew Live, as an online platform for its artists and activities.
- 2013
San E joined BrandNew Music[1]
Leadership change
Rapper San E signed with BrandNew Music after leaving JYP Entertainment and became a prominent artist associated with the label.
- 2012
BrandNew Music released its first label collaboration[1]
Product launch · Campaign
"Happy BrandNew Year" brought together multiple BrandNew Music-associated artists and reached number 24 on South Korea's Gaon Digital Chart.
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