Since early September, press releases from HYBE’s labels have consistently included one name: Bang Si-hyuk, the chairman of HYBE. Mentions such as “HYBE Music Group label BigHit Music, led by chairman Bang Si-hyuk” or “According to Source Music under HYBE (chairman Bang Si-hyuk)” have become a recurring formula. This shift began only at the start of the month, raising eyebrows.
It’s a curious move. At a time when Bang Si-hyuk is under police investigation for alleged violations of the Capital Markets Act, HYBE’s labels are deliberately attaching his name to nearly every artist press release. While this strategy may offer image benefits to Bang himself, it risks casting shadows over the artists.
For Bang Si-hyuk, there are advantages. With HYBE operating multiple labels and dozens of active artists, the short comeback cycles ensure a constant stream of press coverage. By repeatedly inserting his name into these releases, HYBE reshapes search results and public perception—diluting negative coverage of the investigation and reinforcing his position as “HYBE’s symbolic leader” rather than simply “a subject of police inquiry.”
But for the artists, it’s a liability. In K-pop, image is everything. Linking artists to an owner’s legal troubles introduces unnecessary risk, potentially undermining their reputation and fan trust. Even a single line in a press release that repeatedly invokes Bang’s name could inadvertently frame artists in the context of “police investigation risk.” Instead of reassurance, it plants seeds of unease among fans and the public.
From a crisis management perspective, this is counterintuitive. Typically, companies facing leadership scandals shield their products and stars from the fallout, creating distance between the brand and the owner. HYBE, however, is doing the opposite—doubling down on the equation “HYBE = Bang Si-hyuk.” Such a strategy may strengthen Bang’s symbolic role in the short term but could impose lasting burdens on both the company and its artists.
Regardless of HYBE’s intent, the outcome is clear: Bang Si-hyuk’s name is dominating headlines and search results, cementing his place as the emblem of HYBE. Yet at the same time, artists are dragged into unwanted associations, tethered to risks they did not choose. What benefits the chairman may harm the very performers who drive the company’s global success. It begs the question: whom does this strategy truly serve?
Meanwhile, Bang Si-hyuk continues to face investigation over allegations that he concealed IPO procedures, telling investors there were no listing plans while inducing them to sell shares that were later transferred to a private equity fund connected to him. Authorities believe he gained approximately 190 billion KRW through the scheme. Reflecting the gravity of the case, Bang endured over 14 hours of questioning during his first public summons on September 15 and another 12 hours at his second on September 22.
Sources: Daum
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