[E-Daily Reporter Kim Hyung-il ] Artist Company ( Artist United(321820)) announced on the 2nd that it is winding down its ad-tech platform business and will focus its business efforts on content production and new ventures based on actors’ intellectual property (IP).

Artist Company announced that a resolution to transfer the operations of its ad-tech platform business division was passed at an extraordinary general meeting of shareholders held that day. Artist Company plans to invest the funds secured through the business transfer into the release of new content in the second half of this year and into new businesses based on content intellectual property (IP).

The company will also expand its content production. Artist Company is preparing a lineup of four dramas to air from the second half of this year through next year, including “Good Partner 2,” “Dr. Cha Jung-sook 2,” “Bounce,” and “Gunmu.” “Good Partner 2” and “Dr. Cha Jung-sook 2” are scheduled to air this year or next year, while “Bounce” and “Gunmu” are set to begin filming next year.

*Good Partner 2* is written by Choi Yu-na and co-produced with Studio N. It stars Jang Na-ra and Kim Hye-yoon. *Doctor Cha Jung-sook 2* features Um Jung-hwa and Kim Byung-chul, reprising their roles from Season 1, and is written by writer Jeong Yeo-rang. *Bounce* is written by Lee Dae-il, while *Gunmu* is the new work by writer Um Seon-ho, who penned *Study Group*.

Brand initiatives leveraging actor intellectual property (IP) are also gaining momentum. Artist Company is preparing to launch a beauty brand in the fourth quarter of this year. On the 1st, the company signed a strategic memorandum of understanding (MOU) with TikTok to collaborate on global brand ventures based on actor IP.

Through this partnership, Artist Company will plan brands that reflect the philosophies, lifestyles, and tastes of its affiliated actors and establish a structure where actors participate in the business from the planning and development stages. TikTok will support entry into global markets by leveraging content, creator collaborations, and e-commerce.

The first example is actor Lee Jung-jae. A beauty brand in which Lee Jung-jae has personally participated in the planning and development is scheduled for launch in the fourth quarter of this year, and the company is jointly planning local market strategies and creator marketing with the goal of entering TikTok Shop in Japan and the United States.

Artist Company plans to link its actor IP-based brand business to the global expansion of its production IP. The vision is to build a business structure that goes beyond brand commerce, allowing the influence of content and actors to spread to a global fanbase.

Park Seung-hyun, CEO of Artist Company, stated, “In addition to the four content projects currently in preparation for the second half of this year, Artist Company has, for the first time, concretized a structure to sell actor IP-based brands directly to global consumers.” He added, “The narratives built up through our productions and the influence accumulated by our actors are Artist Company’s two key assets. Moving forward, we will continue to develop Artist Company’s unique IP business model in both the brand and content sectors.”