How Hello82’s Direct-to-Fan Model is Reshaping K-Pop: Insights from CEO Choi Jae-yoon

Translation result Billboard has named Choi Jae-yoon, CEO of global K-pop label hello82, to its 2026 \”Indie Power Players\” list — his second consecutive year on the roster.

hello82 is an independent label that, without relying on major-label capital, has pushed multiple K-pop albums into the upper ranks of Billboard’s main charts through its own global distribution network and localized marketing. Headquartered in Los Angeles, the company analyzes global fandom data with a focus on the U.S. and integrates online and offline fan-engagement initiatives with its distribution strategy.

Industry observers view this as a successful example of the Direct-to-Fan (D2F) model, which moves beyond the traditional label-or-distributor role to connect artists directly with international audiences.

Choi said, \”I’m pleased that our efforts to expand K-pop’s global influence through the flexibility and innovation of an indie label have been recognized.\” He added, \”We will continue building an independent global ecosystem so more artists can freely connect with fans around the world, beyond the limits of existing systems.\”

Billboard’s \”Indie Power Players\” highlights people operating outside the three major labels — Universal, Sony and Warner — which together account for roughly 70% of the global music market. The list recognizes those whose independent capital and creative business models have driven measurable change on global charts and in music markets.