SJ Records Partners with Seoul's LEEWAY Music & Media for Korean Market Push
Label SJ Records (生煎唱片) announced via its official Instagram that it has entered a strategic partnership with Seoul-based music rights and publishing company LEEWAY Music & Media. Under the deal, LEEWAY will help promote and manage part of SJ Records' catalog in South Korea's online music market, while also developing sync licensing opportunities in film, TV, advertising and games.
What was announced
The announcement came directly from SJ Records' official account. The post did not specify a start date for the partnership or which specific tracks or artists in the label's catalog are covered — those details were not included in the announcement.
- Partner: LEEWAY Music & Media (Seoul)
- Scope 1: Promotion and management of part of SJ Records' music catalog in South Korea's streaming/online music market
- Scope 2: Sync licensing development across film, TV dramas, advertising campaigns and video games
- Start date: not yet announced
- Catalog/artists covered: not yet specified
- Source: SJ Records' official Instagram, @shengjianrecords
In its post, SJ Records said it hopes the partnership will create more opportunities for Chinese-language musicians in Korea, framing the deal as an example of Chinese music industry players expanding overseas.
Who is LEEWAY
LEEWAY Music & Media was founded in Seoul in 2007 and operates across sync licensing representation, independent music publishing, distribution and label management. By its own account, LEEWAY is South Korea's largest sync licensing agency, handling music clearance for roughly 100 media productions per year, spanning feature films, TV series, global ad campaigns and video games.
The company's past clients include Korean artists BTS, BLACKPINK, Red Velvet and Jennie. Beyond its rights business, LEEWAY also programs Zandari Festa, a showcase-format independent music event in Korea that has long served as a platform connecting Asian independent artists with international industry contacts.