Starting with Jinusean and One Time, passing through Big Bang and Blackpink to the current TREASURE and BABYMONSTER, YG Entertainment (hereafter YG) holds a special meaning in the K-pop market. It implanted hip-hop DNA into the mainstream music market, discovered and nurtured artists who would be active in the global music market, and has continued the 'YG way' for 30 years through successful generational change.
YG began in 1996 when chief producer Yang Hyun-suk started Hyun Planning after the disbandment of Seo Taiji and Boys. It later went through Yanggun Planning in 1998 and changed its corporate name to the current YG in 2001.
And over the past 30 years it has consistently produced outstanding artists and global stars. Starting with the success of Jinusean and One Time, and passing through the late Wheesung, Gummy, and Se7en, Big Bang and 2NE1 emerged and dominated the industry. It established a survival system with Winner, iKON and AKMU, and produced Blackpink, which became a global star. Currently TREASURE and BABYMONSTER are leading YG through generational change.
This is why YG is special. Over the past 30 years, in a rapidly changing music market, it discovered and developed artists across a wide range of genres while not losing the 'YG way.' Between hip-hop DNA and idol music, it firmly built YG's style with a 'self-production system' and created the unique brand value called 'YG way.'
At the center of that was Yang Hyun-suk, YG's spirit as chief producer. With firm beliefs about music and an eye for star potential, he discovered and nurtured the artists of today. He emphasized songwriting and producing ability and built a worldview based on skill. He developed stage command through concerts such as overseas tours and gained recognition for that ability. These YG artists continued under the formula of being 'irreplaceable.' We looked at YG's '30-year trail' on its 30th anniversary and its significance.
♢ Jinusean and One Time, the start of YG-style hip-hop swag
YG's beginning was special. At the time, hip-hop music, which was less familiar to the public, was its starting point. Jinusean and One Time, wearing YG-style swag, made hip-hop music that attracted the public's interest. They designed their own coolness and developed it into a brand. Jinusean and One Time played a key role in establishing YG's hip-hop identity.
If Jinusean and One Time established the hip-hop identity, the appearances of the late Wheesung, Gummy, Se7en, Lexy and Bigmama reinforced the image of a 'skilled' music company. At this time YG strengthened its vocal line with not only hip-hop but also soul and R&B music. It was an opportunity to further expand YG-style music.
♢ The emergence of Big Bang and 2NE1 changed the idol industry landscape
On Aug. 19, 2006, the emergence of the group Big Bang was a turning point that changed the landscape of the idol industry. Big Bang led the K-pop wave and symbolized the second generation; they were trendsetters. They captured fandom and mainstream appeal at the same time, led the fashion world as well as the music industry, and their influence on popular culture was overwhelming.
Big Bang had symbolic significance as a team that mostly produced its own songs written by members. This went beyond the category of idol and shifted public perception. They are also credited with opening the door to K-pop's global spread, staging at the time one of the largest North American tours by a Korean singer. They became a brand symbolizing K-pop, often cited as role models by later generations. Big Bang, which marks its 20th debut anniversary this year, will hold a world tour with YG.
Following Big Bang, 2NE1 promoted the overseas expansion of K-pop fandom by showcasing girl crush. 2NE1, symbolizing a hip-hop-based female group, broke stereotypes by presenting an intense hip-hop style unlike other girl groups that emphasized pure, sexy or cute concepts. With a strong, free-spirited image and high-quality music and performances, they are evaluated as having presented a new paradigm for girl groups. During their activities 2NE1 held the first world tour by an overseas girl group at the time and had fandom not only in Asia but also in North America.
♢ Winner and AKMU, and iKON, the birth of a new generation
From 2013 YG expanded its system based on survival programs. Big Bang also debuted through survival, but from then on the system was strengthened in earnest. Winner and iKON competed as teams and made their faces known in 2013 on 'WIN: Who is Next?' The winning Winner debuted first, and iKON was launched afterward.
Like Big Bang, Winner and iKON were teams whose members had producing abilities. They completed their teams' identities with music they created themselves based on high-level lyric and composition skills. Winner handled various genres such as rock, ballad and dance pop as well as hip-hop, building a differentiated color and creating the genre called 'Winner pop.' In this way chief producer Yang Hyun-suk continued the 'self-production' system from Big Bang to Winner and iKON, building the brand value called 'YG way.'
The two-member sibling group AKMU also added a special color to YG. AKMU met YG after winning the SBS audition program 'K-pop Star season 2.' AKMU is like YG's 'self-production' teams in that member Lee Chanhyuk is the main songwriter. Since debuting in 2014, they have dominated each era of YG by making every released song a hit.
♢ Blackpink, the most global IP
Debuting in 2016, Blackpink is now considered the most global IP among K-pop girl groups. Blackpink is a team that added another color to the YG DNA. Based on the hip-hop base YG pursues, they deliver music across various genres. Representative among these is girls' hip-hop, which adds Blackpink's sharp hip-hop beat to girl crush. While handling multiple genres of music, they captured both fans' and the public's ears and produced numerous hit songs.
Blackpink proved Yang Hyun-suk's eye for talent by achieving success in a style different from 2NE1. With outstanding skill and visuals, they leveraged each of the four members' individuality and charm to solidly build both group and individual fandom power. After long training periods of four to six years, they honed their skills and established an identity as a team that performs well on stage. As overseas fandom grew, Blackpink accumulated numerous records on YouTube and the U.S. Billboard charts and recorded the highest tour revenue in history for a vocal group worldwide. They are a team that does stadium tours and have written meaningful records as headliners at the Coachella Festival in the U.S. Marking their 10th anniversary since debuting with YG, they continue to work 'together and apart.'
♢ TREASURE and BABYMONSTER, generational change and YG's future
TREASURE, which debuted in 2020 and continues the lineage of YG boy groups, was launched through the survival program 'YG Treasure Box.' TREASURE surpassed 1 million cumulative album sales within a year of debut and enjoyed popularity beyond Asia, proving the label of YG's monster rookie. They have been particularly successful overseas with a focus on Japan and demonstrate the advantages of a performance-oriented idol through touring. Their skills honed through performances receive favorable evaluations in many respects.
TREASURE, which is approaching its sixth debut anniversary on Aug. 7, will make a comeback on June 1 with mini album 4, 'New Wave (NEW WAV).' Through this new release TREASURE is signaling the start of a second act by returning to the intense hip-hop that is YG's root. YG described it as an album that 'unfolds TREASURE's diverse sides in the hip-hop genre' and said it 'will approach with a bolder and more intense charm.' It is determined to pioneer a new flow armed with YG's distinctive hip-hop vibe.
Chief producer Yang Hyun-suk expressed confidence, saying, 'TREASURE debuted during the pandemic and faced many difficulties in the global market. This album is personally the work I like the most.' Given Yang Hyun-suk's reputation for a sharp and exacting eye for music and performance, expectations are focused on TREASURE's second-act moves.
BABYMONSTER is evaluated as having completed the YG girl-group narrative that included 2NE1 and Blackpink and succeeded in generational change. Debuting in April 2024, they are a skilled team composed of members with top-level abilities in line with chief producer Yang Hyun-suk's philosophy. They show perfect live stages using handheld microphones, possess top-level rap skills, and have solid fundamentals in performance. The members' individual abilities are so strong across all fields that all members are called 'all-rounders.'
With strong skills, BABYMONSTER has become 'stage craftsmen' and recorded a steep growth curve in two years and two months since debut. They surpassed 12 million YouTube subscribers at the fastest pace among K-pop girl groups in history. Their cumulative content views have exceeded 8.4 billion. This shows that BABYMONSTER's overseas fandom is solidly built.
Chief producer Yang Hyun-suk plans to strengthen YG's identity by discovering new IPs following TREASURE and BABYMONSTER. This fall YG plans to launch a new boy group for the first time in six years since TREASURE, and after revealing Ivally and Chanya and Casey, it is announcing the start of the four-member girl group Next Monster (working title).
[Photo] Provided by YG Entertainment.
[OSEN]