2024 could be said to be the year HYBE dominated all media outlets. However, it’s not due to achievements, revenue, or product information — what’s surrounding HYBE at the moment are scandals and dark truths.
Korea’s No.1 entertainment company is embroiled in legal disputes and power struggles with Min Hee-jin — the woman who created the girl group NewJeans. Despite managing top groups in the industry, HYBE is squandering everything and destroying K-pop with misguided strategies.
HYBE’s dark side has repeatedly been exposed to the public. On the morning of September 18th, K-pop fans were once again shocked by the news of a female trainee from HYBE America passing away. Notably, the incident involves a senior executive of the label.
A female trainee “entered through the backdoor,” overdosed and died after spending the night with a senior executive of HYBE America
In 2021, HYBE “acquired” Ithaca Holdings, an entertainment conglomerate founded by Scooter Braun, for $1.05 billion. This company, managed by Scooter Braun, oversees global superstars like Ariana Grande and Justin Bieber. From that point, Ithaca Holdings became HYBE America.
With this acquisition, the “father of BTS” sought to expand internationally with the support of Scooter Braun. This label has also been instrumental in promoting HYBE groups in the US, particularly in the debut of Jung Kook – with HYBE America playing a significant role in transforming BTS’s youngest member into a new-generation pop star.
Additionally, HYBE America scouts trainees from around the world and trains artists. Recently, HYBE collaborated with Universal Music Group to debut the multinational girl group KATSEYE. However, not every trainee is fortunate enough to debut. Behind the glitz and glamor, the leading entertainment empire conceals many horrific truths, exemplified by the case involving a Gen Z trainee from HYBE America.
On September 17th, through her personal Instagram, a Korean journalist revealed a secret from the past involving the COO of HYBE America. Journalist Kim, a stylist and reporter for Harper’s Bazaar Korea in New York, disclosed that a female trainee from HYBE America had been invited to a hotel room in Miami and was later found dead from a drug overdose.
The incident is directly linked to David Bolno – COO of HYBE America and the right-hand man of Scooter Braun. The victim in the story is Camila Sterling, 24. She was found dead in David Bolno’s hotel room on March 30th, 2023. Investigations were conducted, and the HYBE America COO was not held responsible, but the journalist’s revelation still left netizens suspicious.
Shortly after the information was disclosed, journalist Kim deleted her post and stated that she had “provided incorrect information.” However, by this time, the news had already spread across K-pop forums. Once again, netizens criticized HYBE. The story of the “unfortunate trainee who got in through the backdoor” has become a hot topic in Korea right now. Although the involved parties have clarified the situation, netizens believe there are even uglier truths being hidden within “HYBE’s upper echelon.”
Using artists as “media pawns”
The incident involving the HYBE America trainee overdosing raises significant questions. But this does not absolve HYBE of all connections. This corporation has long been a public target of criticism.
Chasing short-term gains, focusing on profits and achievements are driving down the quality of idols under HYBE. Debuting under HYBE leads to quick fame, but it does npt guarantee “when the artist might be discarded.” NewJeans is a living example.
In the power struggle with Min Hee-jin, every group under HYBE has been dragged in as “media pawns.” While HYBE publicly claims to protect artists’ rights, in reality, NewJeans, ILLIT, LE SSERAFIM, and even BTS have all been “thrown under the bus,” torn apart by public scrutiny. Amid these conflicts, HYBE has never properly protected its artists.
Recently, Jung Kook – BTS’s golden maknae – publicly stood up for NewJeans. Two posts on Jung Kook’s pet Instagram account read, “Artists are not guilty” and “Don’t exploit them,” clearly indicating his firm stance. This move directly criticized HYBE, prompting the company to issue an immediate clarification.
Following Jung Kook’s Instagram post, Korean news outlet Herald POP published an article highlighting the increasing value of Jung Kook’s real estate investments. Publicizing these property values could drag Jung Kook into more trouble. K-netizens immediately noticed the timing of the articles and suspected that HYBE was using tricks to retaliate against Jung Kook for supporting NewJeans.
BTS fans are worried that HYBE may resort to various tactics to limit the influence of its artists. Even prominent figures like Jung Kook aren’t safe if they go against the company’s interests.
Idols being “worn out” to the point of exhaustion and injury
HYBE currently owns some of the best “golden geese” in K-pop, especially boy groups. SEVENTEEN, TXT, ENHYPEN, and BOYNEXTDOOR are all “sales warriors,” leading the revenue charts. Except for BTS, who are on hiatus due to military enlistment, the male groups under HYBE labels are constantly making comebacks and touring. Along with the intense schedule, fans are extremely concerned about the health of HYBE’s “golden eggs.”
Recently, Belift Lab – the label managing ENHYPEN – angered fans by scheduling a new world tour just one month after the group completed their previous tour. During this time, ENHYPEN also had to practice and prepare for their comeback. The non-stop activities, with no time for rest, have taken a toll on the members’ health, leaving fans distressed.
Additionally, million-seller boy group SEVENTEEN is also embarking on two tours this year while promoting two releases. Coming up, SEVENTEEN will release their 12th mini album, Spill the Feels, on October 14th, while touring in Korea, the U.S., and Japan.
Alongside this packed schedule are the year-end award shows. Their management company is taking advantage of every opportunity before SEVENTEEN’s Korean members begin their military service. As a result, the schedule has become incredibly tight, forcing the members to bear the burden of numerous group and individual activities.
Another major issue facing HYBE’s artists is injuries. Over the past year, many top idols have suffered leg injuries and had to use crutches. Notable examples include Beomgyu (TXT), Wonhee (ILLIT), and Hyein (NewJeans). Some idols, like The8 (SEVENTEEN) and various ENHYPEN members, sustained lighter injuries that, while not requiring crutches, still affected their ability to perform choreography.
These problems are enough to make K-pop fans disillusioned with the current state of Korea’s No.1 entertainment company. Behind the dazzling glamour lie untold truths and a system plagued with numerous negative issues. And those who suffer the most — are the artists.
Source: K14
