[Edaily Reporter Kwon Oh Seok ] Artist United(321820)is winding down its ad-tech platform business and restructuring to focus on content intellectual property (IP).

Artist Company announced on the 22nd that it is transferring its ad-tech platform business division to Rainbow8, an AI-based marketing solutions company, and will focus the proceeds from the sale on investing in new content IP-based businesses.
This business restructuring, which coincides with the recent appointment of a new CEO, is part of a strategy to fully launch the commercialization of content IP. Moving beyond its existing structure centered on artist management and content production, the company is positioning “IP commercialization”—the expansion of artists and content IP into brands and business ventures—as its core growth driver.
Accordingly, Rainbow8 will acquire and operate the existing DSP- and DMP-based ad-tech platform business. Rainbow8 plans to leverage its AI-based technological capabilities to advance the platform and expand its digital marketing services.
The company explained that, given the ad-tech industry’s recent shift toward large-scale research and development (R&D) driven by advancements in AI technology, it is more efficient to entrust this business to a specialized firm. Artist Company intends to focus the secured funds and management resources on its core businesses, such as content production, artist management, and IP commerce.
This transaction is considered significant not only as a simple business sale but also for establishing a strategic partnership between the two companies. Under this arrangement, Artist Company will strengthen its content IP competitiveness, while Rainbow8 will expand its AI-based ad-tech capabilities.
The two companies plan to continue their collaboration in the brand IP commerce business going forward. They are expected to generate synergies in various areas, including digital marketing, performance marketing, and data-driven customer analysis.
Artist Company envisions using this restructuring as an opportunity to strengthen its IP value chain, which spans “management—content production—IP commerce.” The funds secured will be invested in brand IP commerce businesses—including cosmetics, food and beverage (F&F), and lifestyle—as well as in enhancing content production capabilities.
Through these efforts, the company plans to diversify its IP-based revenue models and cultivate IP commerce as a third pillar of revenue.