Intertwine RecordsWhat label services means
Label services is the work a record label does around a release, offered to an artist or a home label as a partnership. The artist and the home team keep their roles. The US partner adds the parts that are hard to run from another country.
For an artist from Korea, Japan or anywhere else outside the US, the gap is rarely talent. It is the order of operations: which song goes first, which language, which date, which partners, and who is accountable for each step in the American market.
Intertwine Records was founded in 2021 by Eshy Gazit in partnership with BMG to do this work for artists from Asia and around the world. Its current roster is Monsta X and Wonho.
What a US label partner does
Release strategy
A US release has to fit the artist's whole calendar. Korean comebacks, Japanese releases, world tours and US promotion all compete for the same weeks. The label's first job is a plan that puts each single and album on a date that works in every market at once.
English-language records
An English album is a new record, not a translation. It usually means new songs written in English for American radio and streaming. In partnership with Starship Entertainment, Intertwine is responsible for Monsta X English-language albums. The most recent, Unfold (2026), is the group's third English album.
Distribution
The label delivers the music to stores and streaming services, in digital and physical formats, through distribution partners. On Apple Music, current Intertwine singles and Wonho's album Syndrome carry the line "Intertwine Records under exclusive license to Create Music Group." Unfold carries "℗ 2026 Intertwine Records," and Discogs lists CD and vinyl editions under the label. The releases page shows every verified title.
Marketing, PR and radio
For Intertwine releases, marketing, PR and radio are handled by LUSIVEX, a separate company founded by Eshy Gazit. Press, radio, social campaigns and playlist work sit there.
Management
Management is a different job from the label. Through EG Management, Eshy Gazit manages Monsta X and Wonho in the United States. Management runs the career: strategy, touring, partnerships and deals. The label runs the records.
The sequence the record shows
Two campaigns show the order that has worked for Korean acts in the US.
With BTS, Gazit was the US managing partner from 2016 to 2018, working alongside Big Hit Entertainment. In a published interview he described the plan: "The plan was television first. Then radio. Then collaborations with American artists. Then arenas. In that order, on purpose." The 2017 American Music Awards performance came first, then Ellen, Kimmel and Corden. The "Mic Drop" remix with Steve Aoki gave American radio a version it could play. The Wings Tour arena dates sold out.
With Monsta X, he described it as "the same shape and a different size." The group signed to Epic Records in 2019, played the iHeartRadio Music Festival that year as the first K-pop act on that stage, and headlined Staples Center. All About Luv, an English-language album, debuted at No. 5 on the Billboard 200 in 2020. The Dreaming reached No. 3 on Top Album Sales in 2021. Unfold, on Intertwine, reached No. 2 on Top Album Sales in 2026.
The common thread is order. Each step gave the next partner a reason to say yes.
What label services is not
It is not a shortcut. No partner can promise a chart position, a radio add or a tour. The work is a plan, a team and a release schedule, carried out one step at a time.
It is also not a replacement for the home label. Intertwine works next to Starship Entertainment for Monsta X and next to Highline Entertainment for Wonho.
FAQ
What are label services?
Label services are the parts of a record label's work offered as a partnership: release planning, distribution, and the marketing, PR and radio around a release. The artist or home label keeps its role, and the US partner runs the American side of the release.
Do I need a US label to release in the US?
No. Any artist can reach US streaming services through a distributor. A US label partner adds release planning for the American market, English-language records, physical distribution and a team for marketing, PR and radio. Whether an artist needs that layer depends on the plan.
Is Intertwine Records part of BMG?
No. Intertwine Records was founded in 2021 by Eshy Gazit in partnership with BMG. It is a record label in its own right, not a BMG subsidiary, and it is not a management company.
How do I contact Intertwine Records?
Email info@intertwinemusic.com. Intertwine Music is the label's earlier name, and the address reaches the label team.
Next steps
For the full US services offer, including press, radio, social and distribution, see US label services at LUSIVEX. For a US launch plan for an artist or a label, see LUSIVEX US launch.