Kim Jae-joong steps up as architect of K-music ecosystem; global market MU:CON opens Sept. 2

Kim Jae-joong to deliver K-music keynote as MU:CON 2026 unveils 42 acts

Event runs Sept. 2-4 at Cube Convention Center, with new AI music open session and convergence matching program

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MU:CON 2026 (MU:CON 2026), set to reshape the global music industry's landscape, opens Sept. 2. Singer and Incode CEO Kim Jae-joong will take the stage as an architect presenting a vision for the K-music ecosystem, drawing attention from the music industry worldwide.

The Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency will host the event from Sept. 2-4 at Cube Convention Center in Sangam-dong, Seoul, and around Yongsan Children's Garden. Now in its 15th year, the event has established itself as more than a networking gathering: It serves as a practical launchpad for promising South Korean artists and entertainment companies seeking to expand overseas.

The conference sessions addressing the industry's key issues are expected to be a major draw. On opening day, Sept. 2, Kim Jae-joong will deliver a keynote address titled “From Superstar to Architect of a New K-music Ecosystem.” Eun Ji-hyang, director of SBS Radio, and music critic Lim Hee-yoon will then take an in-depth look at how media outlets discover indie music, or “dig.” On Sept. 3, a special panel discussion will examine strategies for entering India, one of the world's emerging markets.

The MWM conference on the convergence of technology and music, scheduled for Sept. 4, will feature ACRCloud co-founder Tony Li and Dora Jin, head of Tencent Music. They will share sharp insights on artificial intelligence (AI)-generated music, one of the industry's hottest topics.

A total of 42 acts will take part in the global showcase, vying for the attention of buyers from around the world. Musicians spanning a wide range of styles, including SAY MY NAME, CLASS:y, Rothy, Stella Jang and Seodo Band, will heat up the stages at Cube Convention Center in Sangam on Sept. 2-3 and the outdoor stage at Yongsan Children's Garden on Sept. 4. The performances will be livestreamed worldwide on the official KOCCA MUSIC YouTube channel.

The event has also added a convergence matching zone, bringing together advertising, gaming and brand marketing professionals to maximize the program's effectiveness for business-to-business deals. Kim Yoon-ji, president of the Korea Creative Content Agency, stressed that “popular music is a key force driving the global spread of K-culture” and said, “We will provide full support to ensure this event becomes a powerful foundation that opens new business opportunities for promising musicians and companies.”