SM Culture & Contents expands music IP business with 'Our Ballad Season 2'

SM Culture & Contents is joining SBS entertainment program "Our Ballad Season 2" as a co-producer for the second consecutive year, stepping up its push to expand its music intellectual property business. The company plans to strengthen a business model linking broadcast production investment, artist management and derivative IP assets such as music releases and live performances.

Having participated as a co-producer in Season 1, SM Culture & Contents will use Season 2 to build on artists and music discovered through the broadcast and extend follow-on business activities.

The company is building what it calls an integrated IP value chain — connecting content production, investment, IP acquisition, music distribution, live performances and commerce through its own platform.

Drawing on experience from Season 1, the company aims to turn a show's popularity into long-term revenue streams — including artist activities, music copyright ownership and distribution — rather than letting it fade as a one-time talking point.

SM Culture & Contents signed exclusive contracts with 11 Season 1 cast members late last year, then established a dedicated music business division within its entertainment unit this year, developing music IP as a separate growth pillar.

The company has also broadened its lineup to strengthen its music IP portfolio. It signed trot music singer Hong Ji-yun and Park Hyun-gyu, a contestant from JTBC's "Singer Again Season 2," and has deepened collaboration with composer group Algo Boni Honsu Sangta on album production, songwriting and arrangement for its roster of artists.

Results are beginning to show. According to the company, the music video for "Gwaenchaneun Saram" by Season 1 alumnus Lee Ji-hun has logged 1.12 million views. The music video for Lee Ye-ji's new single "Sileo" and her music-show direct-cam content have accumulated about 940,000 views, while an AI membership song produced for SK Telecom has reached 4.31 million views. Combined streaming of music-derived content surpassed approximately 10.3 million views as of late September.

In the second half of the year, the company plans to release new songs from the top six artists of Season 1 in sequence. The rollout began Tuesday with Choi Eun-bin's "Niga Doeeoboni," with further releases to follow.

"Expanding proven music IP into secondary businesses — distribution, copyright, performances and commerce — is the core of music business diversification," said Park Tae-hyun, chief executive of SM Culture & Contents. "Through 'Our Ballad Season 2,' we will lead a generational shift in ballad music and broaden our reach into global markets."