EXO’s Baekhyun has his own label, so does Blackpink’s Jennie. Why is that? Music critic says it’s to explore new areas as artists
- 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
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.
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.
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“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.”
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].”
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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.”
“With the establishment of AOMG, he showed people his distinctive musical style and even propelled other artists like [rappers] Loco and Gray to success.”
