RBW has taken in global rookie XLOV. Securing a hot new IP in the K-pop scene opened up new opportunities.
On Feb. 11, according to reporting by OSEN, RBW's 100% subsidiary WM Entertainment Co. signed a comprehensive business transfer agreement with 257 Entertainment effective Feb. 28, 2026, and began the post-merger integration (PMI) process.
Under this agreement, WM Entertainment Co. will acquire all of 257 Entertainment's IP asset and artists' exclusive contracts, and broadly assume the business including employees and executives. It is not a simple investment or equity participation but a form that absorbs the entire business.
The core of this acquisition, XLOV, is a four-member multinational boy group that debuted on Jan. 7, 2025. They promote themselves as K-pop's first "genderless" group and take bold steps that break the mold of traditional boy groups. Centered on leader Umuti, the group—consisting of Lui, Hyun and Haru—built a strong global fandom even before debut after many members proved their skills on major audition programs such as "Boys Planet."
They showcased a confident, androgynous charm with their debut single I'mma Be, and stamped XLOV's distinctive color with sensuous beats and captivating performances through their second single album I One and their first mini album UXLXVE. Beyond Korea, they succeeded in a European tour and sold out overseas album sales, while their domestic base is also growing.
RBW currently has a competitive artist lineup that includes Mamamoo, Oh My Girl and KARD, as well as Young Pasci and others. It also houses musicians with diverse colors such as ONEWE, Ahn Ye-eun and Gabee. With the addition of the XLOV IP, touted as the biggest global rookie, RBW has further solidified a "multi-label synergy" system that covers production, planning and global distribution capabilities. As the K-pop market is rapidly reorganizing around huge capital and powerful IP, RBW's choice is seen as a strategic move to secure next-generation trends rather than merely increasing size.
[photo] XLOV social media
[OSEN]