INTERVIEW: Seoul-based music agency connects K-pop with global market through creative works

Chung Hyo-won CEO of AMPLIFIED speaks during an interview with AJP in MArch 2025 AJP Han Jun-gu — Chung Hyo-won, CEO of AMPLIFIED, speaks during an interview with AJP in March 2025. AJP Han Jun-gu

SEOUL, April 10 (AJP) - Amid the rising global popularity of K-pop, AMPLIFIED, an agency that helps artists and songwriters connect with music labels while managing their copyrights and other related matters, is expanding its reach.

With a small but skilled team of around 20 international specialists with a keen ear for potential chart-toppers and global hits, it boasts its expertise in the music industry.

Among them is London-based renowned team LDN Noise, which collaborated with the agency to produce girl group NMIXX's track "Love Me Like This."

"Tons of songs are lined up for release, and in fact, it feels like we hear thousands of new tracks every week," said the agency's CEO Chung Hyo-won. "But what really matters is which song actually gets chosen for release. We do our best to ensure that the best songs stand out from the pack."

Chung Hyo-won CEO of AMPLIFIED takes a pose during an interview with AJP in March 2025 AJP Han Jun-gu — Chung Hyo-won, CEO of AMPLIFIED, poses for a photo during an interview with AJP in March 2025. AJP Han Jun-gu

When asked what led him into the fast-paced, competitive music business, Chung recalled, "I've loved music since I was young. My passion for it naturally brought me into the music industry, where I was first introduced to 'music publishing' — a specialized field that manages and promotes the works of artists and songwriters."

Before founding his own company, he worked for Sony and SM Entertainment, where he was part of the team that helped discover songs like rapper Psy's megahit "Gangnam Style" and girl group TWICE's "Dance the Night Away."

AMPLIFIED continues to expand into new markets. As part of these efforts, it recently took part in an event hosted with the French Embassy in Seoul, where up-and-coming French songwriters had a rare opportunity to collaborate with K-pop specialists to create new songs. A slew of music experts from both countries came together for meaningful discussions on new models of international collaboration that could broaden the scope of K-pop.

"For a long time, there have been many collaborations between producers from countries like the U.S. and the U.K.," Chung said. "But there haven't been as many projects involving other countries including parts of Europe. We’re working to connect with a more diverse range of music fans and listeners around the world."

More specifically, he hinted at his ambition to reach the farthest corners of the world. "I would like to work with songwriters from Latin American or African countries in the future," he said.

Im Yoon-seo lyseo0330@ajupress.com

INTERVIEW: Seoul-based music agency connects K-pop with global market through creative works

Related