Idol groups often find themselves at a crossroads when their standard 7-year exclusive contracts come to an end, deciding whether to re-sign or move to a new agency. However, there has been a new trend starting with the third generation of idols.
This growing trend among idols is to establish their own one-person agencies.
A prime example is the renowned girl group, BLACKPINK. After concluding their exclusive contract with YG Entertainment last year, the four members opted for a short-term renewal with YG just for group activities.
Following this, Jennie recently started her one-person agency, ODD ATELIER, in November, sharing the news on social media in December. On the KBS 2TV music program ‘The Seasons – Lee Hyori’s Red Carpet‘ on January 5, Jennie elaborated on her decision, stating, “I wanted to explore individual activities more freely, prompting me to cautiously establish my own company.”
Similarly, another BLACKPINK member, Jisoo, hinted at a business venture together with her brother.
Last month, Jisoo’s brother took a significant step into the entertainment sphere by posting a recruitment notice on a job-seeking platform for a baby health functional food brand he represents. The notice, which prominently featured Jisoo’s photo, hinted at their foray into the entertainment industry under the assumed name ‘Blissoo.’ The accompanying company description emphasized the rapid global expansion of the K-pop industry, setting sights on creating a unique synergy between artists and startups. This collaboration aims to mutually boost the artist’s career trajectory and deepen the engagement with K-pop fans.
This move reflects a broader trend observed even before BLACKPINK, where other idol singers have taken the initiative to leave their original agencies and venture out to establish their own, seeking more personal and professional autonomy.
Pentagon member Kino left Cube Entertainment and announced the creation of his one-person agency, NAKED, on December 15. The name NAKED symbolizes approaching the public in an unadorned, authentic manner. Kino expressed excitement about the future at NAKED, pledging diverse solo activities.
Former ASTRO member Rocky also founded his one-person agency, One Fine Day Entertainment, in August 2023, launching into a comprehensive solo career. During his solo debut showcase in November, Rocky explained, “I wanted to continue music activities, and with my heart leaning in that direction, I established the company to connect with fans as soon as possible.”
Rocky also hinted at his aspirations as a producer, stating, “With my extensive experience as a trainee and singer, when the time comes for complete dedication, I aim to gradually recruit other artists and form a team, creating a company at One Fine Day Entertainment capable of handling everything, whether it’s a singer or dancer, without limitations.”
Some argue that joining a large agency offers valuable learning opportunities and a chance to mature within the business over the typical seven-year contract period. However, as contract renewal approaches, the question arises: why might it be more advantageous for an artist to establish their own agency?
In the industry, it’s observed that idol singers establish one-person agencies to distinctly showcase their preferred musical style and pursue greater freedom in their activities.
An industry insider pointed out that the primary benefit of such agencies is the significant level of control and freedom they afford the artist. While large agencies might dictate various aspects of an artist’s career, including personal life decisions, one-person agencies allow artists to prioritize their creative vision and preferences. Moreover, they added, “Financially speaking, one-person agencies offer a more favorable profit-sharing structure.”
However, one-person agencies are not without their challenges. Compared to their larger counterparts, they often lack the resources and scale, which can lead to less experienced operations. Also, as artists themselves take the helm of these agencies, fans might be reluctant to voice criticism, potentially leading to unresolved issues accumulating over time.
The insider noted, “Operational capabilities may differ due to the lack of specialized personnel in one-person agencies compared to large agencies. Vulnerability in risk management is also considered a significant drawback.” However, they emphasized that fans might not be able to criticize their idol’s one-person agency, as it can be seen as “directly spitting on the artist’s face.” This might lead to fans becoming dissatisfied, ultimately leaving the fandom altogether.
