In an industry where K-pop artists are increasingly making their mark on the global stage, RIIZE, Korea’s latest sensation, has shattered conventions with a groundbreaking partnership deal even before their official debut.
On September 4, RIIZE took center stage at a press conference held in Seoul, marking their official entry into the music scene with the release of their debut single, “Get a Guitar.” This seven-member boy band, composed of Shotaro, Eunseok, Sungchan, Wonbin, Seunghan, Sohee, and Anton, not only thrilled fans and the media but also revealed their unprecedented collaboration between their Korean label and agency, SM Entertainment, and the renowned RCA Records in the United States.
While SM Entertainment, one of K-pop’s venerable institutions, has historically attracted local attention when unveiling new talent, RIIZE’s decision to kickstart their career alongside RCA Records signifies a departure from the norm. Artists under the SM banner, such as Girls’ Generation, NCT, and aespa, have typically inked deals with international labels after a few years in the industry. However, RIIZE’s choice hints at a meticulously planned debut and a promising international trajectory.
Joseph Chang, CEO of SM and Kakao Entertainment America/CBO of SM Entertainment, expressed his excitement, saying, “RIIZE is ushering in an exciting new era of K-pop. We are thrilled to partner with the amazing team at RCA and look forward to making history together.”
Peter Edge, Chairman and CEO of RCA Records, added, “RIIZE are incredibly talented and versatile artists, and we are excited to welcome them to the RCA Family and work together with the amazing SM team.”
John Fleckenstein, COO of RCA Records, went on to state, “RIIZE is set to break new boundaries in global pop with an entirely fresh perspective. We are proud to partner with the incredible team at SM Entertainment and their outstanding track record of artist development.”
Fleckenstein’s characterization of RIIZE as a “global pop” act underscores the group’s multicultural composition, with members hailing from Korea, Japan, and the United States. Furthermore, their debut single, “Get a Guitar,” boasts a refreshing, bubblegum-pop sound that aligns more closely with Western pop than some of their more experimental K-pop counterparts. RIIZE’s emphasis on social media and their marketing approach, likened to the growth of their fanbase through platforms like Instagram, TikTok, and Twitter, is a stark contrast to the flashy debuts typical of most K-pop acts.
Even the group’s name, a fusion of “rise” and “realize,” reflects a commitment to continuous growth and a down-to-earth, relatable image—a departure from the larger-than-life personas often associated with K-pop groups.
RCA Records, home to established global icons like Justin Timberlake, Christina Aguilera, and Shakira, as well as international sensations such as Tems, Wizkid, NAO, and fellow K-pop sensation ATEEZ, is the perfect platform for RIIZE to launch their global journey. This collaboration with RCA, under Sony Music, marks SM Entertainment’s first venture with Sony in the United States, while artists like aespa continue to work with Warner Records and SuperM thrives in partnership with Capitol Records.
RIIZE’s special two-song single EP, featuring “Get a Guitar” and the previously released buzz single B-side “Memories,” which offers a glimpse into the group’s journey of preparation and training, will be released at 5:00 a.m. ET on September 4, marking a significant moment in K-pop history.
