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The Korea Times

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.
This is in contrast with their predecessors, who chose to extend their solo and group contracts with the same agencies – or simply left them. Spearheading the new trend are Baekhyun of K-pop boy band EXO and Jennie of girl group Blackpink.
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.

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
In December, Blackpink’s Jennie announced the launch of her own label, Odd Atelier. She set up the company with her mother in November, shortly before the four Blackpink members – Jennie, Rose, Lisa and Jisoo – renewed their group activities contracts with YG Entertainment.
“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.

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.”

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 the full story at The Korea Times.


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Jennie of Blackpink at Coachella on April 22, 2023 in California. K-pop stars like Jennie are setting up independent labels while also balancing their commitments with previous agencies. Photo: Getty Images

Baekhyun of K-pop boy group EXO set up his own label, INB100. Photo: INB100

Jennie of Blackpink at the Chanel spring/summer 2024 show as part of Paris Fashion Week in October 2023 in Paris. Photo: Getty Images

Eunhyuk and Donghae of Super Junior on stage on June 29, 2019 in Hong Kong. Photo: Getty Images

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Oh (left) plays in her graduation performance. Photo: Instagram / @Yageum_Yageum

Oh is determined to make traditional Korean music more accessible. Photo: Instagram / @Yageum_Yageum

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South Korean actor Park Seo-joon is born in the Year of the Dragon. Photo: Getty Images

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Actor Kim Soo-hyun was born in the Year of the Dragon. Photo: Getty Images

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Soju, the popular Korean distilled spirit, is riding the K-wave overseas, including Hong Kong. Photo: Shutterstock

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A Jinro Mojito at the Hong Kong pop-up. Photo: Kwak Yeon-soo

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Anthony Wang, mixologist and co-founder of Shake & Stir, compares soju’s versatility to a blank piece of paper on which anything can be painted. Photo: Anthony Wang

Fans rejoice as Blackpink end speculation about their future in K-pop, with Jisoo, Jennie, Lisa and Rosé all signing new contracts

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Blackpink members (from left) Lisa, Jisoo, Jennie and Rosé attend the 2022 MTV VMAs. Photo: Dia Dipasupil/Getty Images/TNS

Blackpink pose with their medals following a special investiture ceremony to present them with Honorary MBEs at Buckingham Palace in London. Photo: Victoria Jones/Pool/AFP

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The Korean (left) and Chinese covers of Kim Cho-yeop’s “If We Cannot Move at the Speed of Light” (2019). Photo: Hubble

“Because I Hate Korea” by Chang Kang-myoung resonated with many Chinese readers because it tackles themes involving the challenges young people today face.

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Lifestyle

K-Pop

News

 Artists & celebrities

More K-pop singers are launching their own labels – balancing them at the same time with their group commitments with previous agencies – than ever before
Much like EXO’s Baekhyun and Blackpink’s Jennie, they are finding they can explore new genres and ‘broaden their artistic boundaries’ better if they do so


K-pop stars like EXO’s Baekhyun and Blackpink’s Jennie are blazing new trails with independent labels while at the same time balancing their group commitments with previous agencies. A music critic explains why.


Korea Times

South Korean celebrities