Ahead of the release of their new album DEADLINE, BLACKPINK has unexpectedly become embroiled in a wave of controversy — sparked by their own fan community. The issue arose after Lisa was noticeably absent from one category of a recently announced special promotional campaign.
Specifically, on February 26 (KST), the girl group under YG Entertainment confirmed a collaboration with the National Museum of Korea and Spotify to launch a pre-listening event series for selected fans, allowing them to hear the full album in advance. The project has been described as a symbolic promotional initiative that blends contemporary music with historical and traditional cultural values.
According to the initial plan, the campaign also included the release of audio commentaries for eight iconic artifacts from the museum, recorded directly by the four members. These voice narrations were uploaded to the music streaming platform in both Korean and English versions, quickly drawing significant attention from international audiences.
However, fans soon noticed that Lisa’s narration was missing from the published list. Previously, she had been introduced as the member responsible for presenting historical relics in English and Thai — a role that was expected to help the project reach Southeast Asian audiences and the broader global community more effectively.
Subsequent information indicated that Lisa’s recording is scheduled for release in March. Nevertheless, this explanation has not been sufficient to calm fan frustration. Across online forums and social media platforms, many questioned why the content was not released simultaneously, especially given that it is a joint promotional campaign for the entire group. Some fans even voiced concerns about potential unfair treatment, fueling heated debates and, in extreme cases, calls for Lisa to leave the group.
As of now, neither YG Entertainment nor the National Museum of Korea has issued an official statement regarding the delay. The silence has only intensified public speculation, particularly as BLACKPINK is widely expected to make a major impact with DEADLINE after an extended period of preparation.
Notably, this is not the first time the group has faced mixed reactions surrounding promotional activities and media strategies. With the release date fast approaching, the growing controversy could significantly affect fan sentiment and the overall media momentum of the project.
As a result, DEADLINE is entering its launch phase under mounting pressure: sky-high global expectations on one hand, and unresolved internal questions on the other.
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