The weight of YG Entertainment's (hereinafter referred to as YG) fate rests heavily on the shoulders of its new girl group, BabyMonster. The question arises: Can they be the 'savior' YG desperately needs in its current crisis?
Earlier this month, YG officially announced the launch of BabyMonster, their first new girl group in about 7 years following BLACKPINK. BabyMonster, comprising members from Korea, Thailand, and Japan, is set to make a splash in the multi-national K-pop scene.
Initially, BabyMonster's debut was scheduled for September. However, despite YG's overall producer Yang Hyun-suk's assertion that "the debut will not be delayed past this fall," the group's launch was postponed. Ultimately, the debut, which occurred two months later than planned, was set for the end of this month. YG explained that the delay was due to their desire to present the best possible title track, resulting in a debut later than initially scheduled.
After finalizing their debut date, BabyMonster has been progressively releasing teaser content for its members, leading up to the debut promotion. According to YG, BabyMonster will officially begin their activities with the debut song 'BATTER UP' on the 27th of this month. The group aims to target both domestic and international music markets with their powerful hip-hop music in 'BATTER UP.'
Given BabyMonster's long preparation period for their debut and BLACKPINK's overwhelming global success, the new group has already garnered significant attention from K-pop fans worldwide. Even before their debut, their official YouTube channel surpassed 3.15 million subscribers, and their pre-debut song 'DREAM,' released in May, has already exceeded 50 million views, proving the high expectations for them.
The intense interest in BabyMonster's successful debut is primarily due to YG's current crisis. YG underwent a major overhaul with Yang Hyun-suk's full-fledged return in January. Yang Hyun-suk stepped down from all his positions at YG and left the company in 2019 amid allegations of sex-for-favor scandals at the 'Burning Sun' nightclub and suspicion of covering up drug abuse by his artists. However, he returned to the front line immediately after being acquitted in the first trial of the drug investigation cover-up allegations in December last year. Thus, the debut project of BabyMonster has also been led by Yang Hyun-suk.
However, the situation changed as the court recently overturned the original verdict in the appeal trial of Yang Hyun-suk's charges of violating the Act on the Aggravated Punishment, etc. of Specific Crimes (Retaliation Threats, etc.), sentencing him to six months in prison and one year of probation. The guilty verdict has dealt another blow to YG's image, especially since Yang Hyun-suk had been at the forefront of BabyMonster's debut project.
The situation is further complicated as YG faces the departure of key artists, including all members of BIGBANG and iKON not renewing their contracts. With the bulk of YG's revenue being dependent on its flagship group BLACKPINK, the uncertainty surrounding their contract renewal post-August is a direct threat to the company's foundation. Although there have been claims that BLACKPINK members might renew their group activity contracts while leaving their individual exclusive contracts uncertain, YG has maintained a stance of "still in discussions." The absence of key artists and the uncertainty surrounding BLACKPINK's contract renewal could be a direct blow to YG.
In this challenging situation, BabyMonster has become the protagonist upon whom YG's fate rests. However, the success of BabyMonster remains uncertain, with the biggest variable being the departure of member Ahyeon from the debut lineup. YG recently announced Ahyeon's hiatus due to health reasons. The problem is that Ahyeon was a key member who drove popularity and buzz within BabyMonster. Known for her vocal, dance, and rap skills and her resemblance to BLACKPINK's Jennie, Ahyeon's departure is expected to significantly impact BabyMonster.
YG's future now hinges on BabyMonster. The only way out is for BabyMonster to lead the shift in the girl group market as the fifth generation and make a remarkable journey. The moment to determine the future of both BabyMonster and YG is rapidly approaching.