The collaboration between Korean entertainment labels and Italian local agencies in the organization of K-pop concerts in Italy

This thesis explores the collaboration between Korean entertainment labels and Italian local agencies in the organization of K-pop concerts in Italy. In response to the limited scholarly attention on partnerships within the music business, especially about the recent glocalization of K-pop’s success, the research addresses the dynamics through which global cultural flows adapt to diverse local contexts. Beginning with a broader literature review on Creative and Content Industries and the contemporary music phenomenon, the study then examines South Korea’s cultural industries and the global diffusion of the Korean Wave, the trajectory of Hallyu’s expansion, from its early entry into the diverse and competitive European market to its more recent consolidation in Italy, where it has started to reshape cultural consumption patterns. Particular attention is given to the role of organizational and cultural differences between Italy and South Korea, and how these affect cross-border partnerships in the entertainment sector. The research analyzes Italy’s reception of Korean popular culture and the mechanisms through which local agencies mediate between global entertainment companies and national audiences. The case study of Kpop Italia (Kinetic Group) illustrates the opportunities and challenges faced in a concert organization, from project management and negotiation processes to audience engagement and risk management. By focusing on the Italian K-pop market as a site of cultural encounter and business collaboration, the thesis contributes to a deeper understanding of how global cultural flows adapt to local contexts. It also highlights the strategic importance of effective cooperation between structurally and culturally different partners in fostering the sustainable growth of K-pop in Europe.