Last October, Australia’s very own Tim Pithouse was tapped to head up a new division for independent artists.

Moving over from his role as General Manager, International Marketing and Artist Development at Sony Music Australia, Pithouse became The Orchard’s Global Head of Artist & Label Services, based out of New York.

The new division offers Orchard-affiliated independent artists and labels an enhanced set of global services.

Now, through a partnership with K-Pop label juggernaut JYP Entertainment (JYPE), Pithouse is expanding both The Orchard and JYPE’s global footprint.

Seoul-based JYPE is behind K-pop stars TWICE, GOT7, DAY6, Stray Kids and ITZY, the last of which holds the title for the most viewed debut music video in 24 hours, for ‘Dalla Dalla’. The track has clocked over 76.2 million views at time of publishing.

Watch the video for ‘Dalla Dalla’ below:

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Both The Orchard and Sony Music Entertainment have helped K-pop acts achieve ubiquity. The Orchard previously distributed BTS, Eric Nam and Chung Ha, and Denis Handlin (Chairman & CEO Australia & New Zealand and President, Asia, Sony Music Entertainment) has been integral in many strategic partnerships to grow K-pop.

In 2017, Handlin played a role in Sony Music’s equity investment with KQ Entertainment, the label with Block B and Babylon on its roster.