“Even if the path I take is strange”..K-pop hot keyword is ‘separately and together’ [Oh!Sen Letter]

[OSEN=Reporter Ji Min-kyung] From the group Blackpink to EXO, the number of idol members who are setting out on their own by creating their own labels or agencies is increasing.

Until now, most idol groups have been contemplating two options: renew their contract with their original agency when their contract expires and continue their activities as a group, or have their members disperse to different agencies and effectively disband.

However, recently, as the lifespan of idol groups has increased and new alternatives are appearing one after another, many groups have recently maintained their group even if the members have different agencies, and there are an increasing number of teams that continue their activities ‘separately and together’.

In particular, the case that has recently attracted the most attention is the case where group activities are contracted with the original agency, but individual activities are carried out separately by setting up their own agency. From Blackpink to EXO, representative K-pop idol groups have announced the establishment of personal labels one after another, drawing attention to their future moves.

Blackpink, who celebrated their 7th anniversary last year and reached the point of renewing their contract, announced the news of renewing their contract with YG Entertainment in December last year after a long discussion.

At the time, YG said, “After careful discussions with Blackpink, we signed an exclusive contract for the group’s activities based on deep trust. “Blackpink plans to repay the love of fans around the world with activities commensurate with their global status, such as releasing a new album with YG’s full support, as well as a large-scale world tour,” he said.

However, Blackpink members did not sign a contract with YG Entertainment for individual activities and each took on a new challenge. First, Jenny announced the establishment of ODD ATELIER, a private label created in collaboration with her mother. Jenny said, “Starting in 2024, my solo activities will involve establishing a company called OA and attempting to stand on my own.”

Following Jennie, Jisoo also announced a new start by holding hands with her older brother. Recently, news of the establishment of an agency was spread through a recruitment notice for an infant health functional food brand run by Jisoo’s older brother, drawing attention. The brand announced a recruitment notice under the company name ‘Blissoo’ and is recruiting video editing PDs and bodyguards.

EXO’s Baekhyun also established the independent label ‘I&B 100′ and recently announced a full-fledged new start with Chen and Xiumin. Baekhyun, Xiumin, and Chen’s individual activities at the independent label will be carried out based on mutual agreement with SM Entertainment. Their individual and Chen Baeksi activities will be conducted at I&B 100, and group activities will be conducted at SM Entertainment.

Independent label ‘I&B 100′ The side said, “This challenge started from the members’ efforts and sincerity to approach fans in a more creative way, closely and honestly,”and added, “We ask for your warm encouragement and support in taking on the challenge of change and growth.””he said.

Super Junior’s Donghae and Eunhyuk also left SM Entertainment, where they had worked for 18 years, and founded Odd Entertainment, naming them as co-CEOs. The two continue their activities as Super Junior through SM, but their individual and unit activities are carried out by Odd Entertainment.

The reason why so many artists choose one-person agencies is profit sharing and freedom of activity. K-pop groups that have built a solid foundation by performing on stages around the world have a desire for new challenges, such as solo activities and production, in addition to stable group activities.

Jennie, who appeared on KBS 2TV’s ‘The Seasons – Lee Hyori’s Red Carpet’ as her first move after establishing her personal label, said about the establishment of a one-person agency, “In fact, the company I have been with for 7 years and our group activities will continue to be together from now on, but we will continue to do individual activities. “I carefully founded the company because I wanted to do it freely and comfortably,” he said. Some of the crew members I have been with for a long time came with me, and I think they just want to try something freely. “I created this name to mean that I will do well even if the path I take is strange and different from others,” he explained.

Baekhyun, Xiumin, and Chen are also expected to further enhance their musical individuality and color through independent labels, and also challenge production and producing, which has been a long-time dream of each member.

With the development of K-pop, a new situation is gradually being established in group activities and contracts, and expectations are high to see what artists who have started a new start as one-person agencies will continue to do in the future. /mk3244@osen.co.kr

[Photo] OSEN DB, provided by each agency