YG, it’s time to move beyond Yang Hyun-suk’s imperial leadership

The full-group activities of BLACKPINK, the pillar of the company, are still uncertain, and the success of rookie group BABYMONSTER cannot be guaranteed either. Additionally, artists are leaving the company after fulfilling their contract periods. Securing popularity among the general public and expanding light fandom is urgently needed due to the artist generational shift.

BABYMONSTER is set to officially debut on April 1st. Although they made their debut to the public with “BATTER UP” in November last year, their visibility was low due to the absence of key member Ahyeon or any significant domestic activities. However, it is expected that they will become more familiar to domestic fans through this official debut. Essentially, the real test begins now. Of course, success is not guaranteed.

Compared to the other three major entertainment companies, YG has fallen behind. Many YG-affiliated artists who dominated the 2010s have left the company. Artists who left after completing the usual seven-year exclusive contracts include BLACKPINK, iKON, Lee Hi… Winner, with 4 members remaining in the company, is also in a state of uncertainty. When compared using the same timeframe, the “departure from YG” ratio reaches nearly 70%, standing at 68.4%.

When comparing the departure rates of artists from the top 4 entertainment companies, YG has the highest rate. In the industry, this is attributed to the “imperial leadership of Producer Yang Hyun-suk”. Yang Hyun-suk’s involvement in issues such as former iKON member B.I’s drug case and 2NE1’s forced disbandment without communication with the members is analyzed as reason for this.

Currently, the only group maintaining the idol lineage within YG is Treasure. However, even Treasure’s popularity and interest domestically are said to be lower than before. Criticism has arisen regarding the decline in content quality following producer Teddy’s departure from YG. An example of this is Treasure’s song “Bona Bona”.

What has solidified YG despite the complex internal situation is BLACKPINK. However, last year, when the exclusive contracts for BLACKPINK’s individual activities fell through, external perceptions of YG became colder. Of course, while the possibility of full-group activities remains, it is uncertain when they will occur.

An industry insider stated, “BLACKPINK’s full-group activities are not being discussed yet. In the industry, people are looking at 2025 or even 2026, but there is no news currently that would help YG.”

Researcher Lee Nam-soo from Kiwoom Securities analyzed, “From the third quarter of 2022 to the third quarter of 2023, BLACKPINK’s estimated sales are around 270 billion won, achieved through new and old album sales of 3 million units, streaming and YouTube settlements, world tour tickets and concert merchandise, advertisements, and appearances.“

In fact, Kiwoom Securities adjusted YG’s target stock price from the previous 85,000 won to 69,000 won, reflecting the absence of BLACKPINK’s activities this year.

As of 5 PM on March 25th, the only YG artist to enter the Melon Chart TOP100 is AKMU. Although chart rankings do not determine everything, it is clear that YG’s past reputation differs from its current situation. There is a need to move beyond Yang Hyun-suk’s imperial leadership and focus on creating music and attitudes that are more accessible to the public, as well as expanding fan base.