SM Entertainment picked up shares in Seoul-based BALJUNSO to help spread K-Pop's indie music to the world, according to All K-Pop.

Founded in 1991 by talent discoverer Kang Byung Yong, the company has partnered with SM Entertainment to launch the campaign BALJUNSO World Wide Promotion. This campaign seeks to spread global awareness of K-Pop's indie and hip hop sector, the report detailed.

Chief Executive Officer (CEO) Kang Byung Yong explained: "We are trying to shed new light on and revive the hip hop and band music of non-mainstream music. SM Entertainment, which is playing a leading role in the Hallyu culture, has invested in our company for K-Pop's diversity and globalization and as a subsidiary label, we established a firm cooperative relationship for global distribution, marketing, and additional business."

The joint campaign will start be held at March 8 (4:00 pm KST) in Hongdai. Seven groups including music band HLIN, hip hop group Play the Siren, Love and Peace, and Jang Ho II will perform during the said event. In addition, the campaign will be shown on the YouTube channel of SMTOWN, Genie, and USTREAM via live streaming, All K-Pop reported.