2026, YG Entertainment has built the monumental achievement of its 30th anniversary. After first stepping forward on May 20, 1996 as 'Hyun Planning', passing through 'MF (Major Flavor)' and 'Yanggun Planning', and changing its company name to the current 'YG Entertainment' in 2001, the philosophy that chief producer Yang Hyun-suk steadfastly upheld never changed. With a weighty responsibility and pride in the content he produced himself, he put his name and nickname front and center and has constantly researched what the public truly wants.
YG's steadfast musical orientation stood out from the starting line. The colors of 'black music'—hip-hop, R&B and new jack swing—contained on Kipsix's ('96, hereafter debut year) album firmly took root as YG's unique identity that continues to this day. Although Kipsix's commercial results at the time may have been somewhat disappointing, YG chose the stubborn, straightforward method of refining its own colors and increasing completeness rather than compromising. The singular musical DNA YG accumulated over 30 years deeply permeated the K-pop market landscape.
▲ 1990s: the curtain rises on 'YG-style hip-hop' rising to the mainstream
Putting Kipsix's disappointment behind them and steeling themselves, YG solidified its presence in the music industry by making Jinusean ('97) a success. At a time when the style of simply layering rap over dance songs was prevalent, they led the popularization of authentic hip-hop by consecutively hitting with the title track 'Gasoline (Original Ver.)' and the follow-up 'Tell Me (Feat. Uhm Jung-hwa)', and in their debut year swept the three major terrestrial broadcasters' artist of the year awards.
One Time ('98), which followed, was a team that successfully combined YG-style hip-hop with the appeal of an 'idol'. Presenting hip-hop songs with familiar melodies like '1tym' and 'HOT Tteugeo', they built a solid fandom by combining strong looks and performance skills. In particular, the sincerity of members participating directly in many track productions to infuse their own narratives was a point that clearly distinguished them from existing idol groups.
Furthermore, YG created an environment where its artists could grow not just as performers but by working closely with producers. The results born from living and working together in the studio were released to the world under the name 'YG Family ('99)'. This was the first example in the modern K-pop system of agency singers coming together to release an album, and it became the backbone of YG's enduring familyship and in-house producing system that continues today.
▲ early 2000s: expanding the scope of black music to encompass R&B and reggae
Entering the 2000s, YG, affiliated with the R&B-specialized label 'Mbot', produced even more diverse artists. Wheesung ('02) with '..Won't it work...' and Gummy ('03) with 'If you come back' enjoyed top popularity upon debut and led an R&B vocal craze in the domestic music scene. Vocal group Big Mama ('03), which concentrated solely on overwhelming vocal power, also received the public's warm praise by virtue of its concept alone.
Riding the momentum of success, YG firmly established itself as an agency leading the popularization of black music. In 2005 it founded the sublabel 'YG Underground' and brought skilled hip-hop musicians such as YMGA, 45RPM and Red Roc onto mainstream music programs, and through reggae hip-hop duo Stony Skunk it satisfied both niche fans and mainstream tastes.
The activities of existing artists were also brilliant. After a long trainee period, SE7EN ('03) caused a sensation with the heelis performance on the stage of his debut song 'Come..'. Following top domestic popularity, he succeeded in releasing a Japanese album and touring, fastening the first button of YG's global expansion. Lexy ('03) also appeared as a rare female solo hip-hop artist at the time and struck the charts with hits like 'Aesongi'.
▲ late 2000s: Big Bang and 2NE1 opened a new horizon for K-pop hip-hop idols
The debut of Big Bang ('06), regarded as the 'complete form' of K-pop hip-hop core idols, was like a massive explosion in the music industry. 'Lies', which triggered the phenomenon, set the great record of 38 consecutive days at No. 1 on Melon's daily chart, and was followed by numerous mega-hits such as 'Last Farewell', 'Haru Haru' and 'Bang Bang Bang'. Not only the team but solo and unit activities also achieved perfect success. G-Dragon's first full-length album Heartbreaker had its title track and all album tracks dominate the top of the charts, making the public aware for the first time of the phenomenon of 'claiming chart positions with multiple tracks.'
Launched afterwards, 2NE1 ('09) was sheer audacity that completely broke the grammar of existing girl groups. With a bold female narrative based on hip-hop and a girl-crush concept, they instantly captured the public's heart. By consecutively hitting with debut songs 'Fire' and 'I Don't Care', they left the unprecedented record of winning both the rookie award and the grand prize at MAMA in their debut year.
The two groups fired the starting signal for K-pop's global expansion. Big Bang produced overwhelming 'first' records such as the largest tour by a Korean artist (1.5 million audience) and the first overseas artist to complete a six-dome tour in Japan, and 2NE1 also greatly expanded the position of girl groups in the global market by successfully completing the first world tour by a K-pop girl group.
▲ early 2010s: fresh blood transfusions and broad musical evolution
In 2010, YG made a radical move by signing exclusive contract with Psy, marking the first recruitment of an outside artist. Afterwards, Epik High and Sechs Kies joined in turn, and audition program graduates Lee Hi ('12) and AKMU ('14), and WIN survival show alumni Winner ('14) and iKON ('15) debuted one after another, greatly expanding YG's musical spectrum.
With a strengthened lineup, YG demonstrated formidable influence on major music platforms. In 2011 and 2012 it ranked the most songs among domestic agencies in Melon's monthly top 50 chart, and Psy's 'Gangnam Style' and iKON's 'Love Scenario' swept to the top of annual charts. AKMU also produced timeless songs across generations, leading YG's golden era of digital music.
In particular, Psy's 'Gangnam Style' is a clear example proving that YG's planning and marketing work on the world stage. It achieved the miracle of becoming the first K-pop artist to reach No. 2 on the U.S. Billboard Hot 100, and YG's promotional strategy that penetrated the global platform YouTube shone. As of 2026 this music video still holds 5.9 billion views, firmly maintaining the highest record among K-pop artists.
▲ late 2010s: world-class beyond limits, Blackpink's ascent
Blackpink, which debuted in 2016, immediately rose to become an irreplaceable girl group representing K-pop. They have produced unmatched global records such as the first double million-seller by a girl group, the largest world tour audience (1.8 million), entry into London's Wembley Stadium, and being the first artist worldwide to surpass 100 million YouTube subscribers.
Their global power peaked with the second full-length album BORN PINK. With this album they simultaneously topped the U.K. Official Albums Chart and the U.S. Billboard 200, an achievement not seen among girl groups worldwide since Destiny's Child 21 years earlier. It reclaimed the vacant spot in the global mainstream for girl groups and became a turning point that dramatically elevated K-pop's stature.
The mini third album DEADLINE, released in 2026, also proved formidable power. Despite being a full-group return after three years and five months, it recorded astonishing sales of 1.46 million copies on the first day and 1.77 million in initial sales, once again setting YG's own record for the highest sales in K-pop girl group history.
▲ 2020s: the next-generation successors of 'YG DNA' armed with overwhelming talent
In the 2020s TREASURE ('20) and BABYMONSTER ('24) have taken the next-generation relay baton and opened a new act for YG. Like past seniors, they also fiercely revealed their debut processes ('YG Jewel Box', 'Last Evaluation') and adopted a frontal breakthrough strategy to be judged by talent first.
TREASURE showcases the essence of 'YG-style performance idols' with flawless live capability and explosive stage manner. They proudly entered the KSPO DOME in only their second concert, and holding the record for the largest audience for a K-pop artist's first Japan tour (300,000) they are expanding their stages worldwide.
BABYMONSTER has been praised overwhelmingly for their completed skill level that shattered the rookie label. Their unwavering handheld-mic live performances during activities for 'SHEESH' and 'DRIP' shone with strong presence even on year-end award show stages. Each time they took the stage they swept No. 1 in YouTube buzz and view counts among the entire lineup of performers, demonstrating remarkable power.
Having recently overhauled its internal systems, YG announced a more aggressive search for new talent. Coming this September, a five-member rookie boy group will debut after six years. Differentiated from large-member systems, the plan is to highlight each member's individuality and skills to the extreme. In addition, a four-member rookie girl group tentatively called 'Next Monster', following BABYMONSTER, has only the final member reveal remaining after Iveli, Chanya and KC. The new-generation lineup composed of completed trainees is again drawing the world's attention to the brilliant future YG will write.
[Photo] YG Entertainment
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