EXO’s Baekhyun has his own label, so does Blackpink’s Jennie. Why is that? Music critic says it’s to explore new areas as artists

By Dong Sun-hwa

A growing number of K-pop stars are setting up their own labels to launch solo projects, while still maintaining their partnerships with their original management companies for group-based activities.

At Baekhyun’s label, INB100, he and two fellow EXO members – Chen and Xiumin – will pursue their solo careers while also moving into music production. INB100 will also represent EXO-CBX, a subunit of EXO made up of these three members.
Baekhyun of K-pop boy group EXO set up his own label, INB100. Photo: INB100

Despite the new venture, the three members have not severed ties with EXO’s first agency, SM Entertainment. Despite a legal clash with SM over their exclusive contracts in 2023, they decided to keep their contractual relationship with the K-pop powerhouse and continue to perform as part of EXO.

Another member, D.O., founded a label named Company Soosoo. Despite being the only member who has terminated his contract with SM, he still plans to continue his musical journey with EXO and will be taking part in a fan event scheduled for April.

‘Get rid of the K’: K-pop labels court global fans with non-Korean acts

“I set up my own company to forge my solo activities in a more free and comfortable manner,” Jennie said on South Korean broadcaster KBS’ music show The Seasons: Red Carpet with Lee Hyo Ri on January 2.

“With its name, I wanted to tell people that I will do a good job even if the path I walk looks odd and different.”

Two members of boy group Super Junior – Donghae and Eunhyuk – became the co-CEOs of their own management company, ODE Entertainment, last year.
Jennie of Blackpink at the Chanel spring/summer 2024 show as part of Paris Fashion Week in October 2023 in Paris. Photo: Getty Images

These moves reflect a growing desire among K-pop stars to have more control over their careers. According to music critic Han Dong-yoon, such an approach grants them more artistic freedom.

“When they are in a group, K-pop singers often have to sing the songs that match the team’s image or concept while compromising their own needs and wants,” he says.

“But they are given more leeway in terms of music when they have their own labels. Not only can they reveal their unexplored sides as singers and producers, but also broaden their artistic boundaries as actors. They can even try running different businesses [for greater profit].”

BTS in 2023: K-pop group felt like they were here all along despite hiatus

However, the critic pointed out that they should take care when running their companies, as they lack experience.

“Performing as a singer and running a company are like night and day,” he noted. “Most singers team up with the experts in the field of artist and repertoire or management, but they should remember that they are the ones taking the helm.”

He added: “It is vital for them to get fully prepared in terms of concepts or directions so that they can avoid getting mired in management disputes or becoming characterless.”

Eunhyuk and Donghae of Super Junior on stage on June 29, 2019 in Hong Kong. Photo: Getty Images
Han cited Jay Park, founder of hip-hop and R&B label AOMG, as someone who has successfully navigated this path.

“With the establishment of AOMG, he showed people his distinctive musical style and even propelled other artists like [rappers] Loco and Gray to success.”

Read original article here

Denial of responsibility! Yours Bulletin is an automatic aggregator of the all world’s media. In each content, the hyperlink to the primary source is specified. All trademarks belong to their rightful owners, all materials to their authors. If you are the owner of the content and do not want us to publish your materials, please contact us by email – admin@yoursbulletin.com. The content will be deleted within 24 hours.

Leave a Comment