The Clock of YG’s YANG HYUN SUK Begins to Tick Again
[일간 스포츠=박세연 기자] The clock of producer YANG HYUN SUK is ticking once again. On July 22, the YG ENTERTAINMENT executive producer disclosed the second half of 2024 and 2025 plans for YG’s key artists on the official blog. According to the “YG Announcement 2NE1 / 2025 YG Plan” revealed by YANG HYUN SUK, from October, starting with the ‘senior’ group 2NE1, to the ‘global top’ BLACKPINK, as well as AKMU, TREASURE, and BABYMONSTER, a full-scale activity of artists is anticipated, including WINNER who are concluding their military hiatus.
This year, BABYMONSTER, who officially debuted, quickly entered a stable trajectory, followed by 2NE1 returning ‘home’ for active promotions and news of full activities by BLACKPINK immediately garnered attention. Indeed, on this day, while stocks of major K-pop agencies like HYBE, SM, and JYP showed a decline, YG’s stocks rebounded successfully, closing up 1.56% at 35,800 won.
Critic Ha Jae-geun commented, “It felt like YG’s activities had entered a bit of a lull, but with BLACKPINK’s world tour starting next year, it seems they could regain their stature.”
The members of 2NE1, who had been pursuing individual paths, are celebrating their 15th debut anniversary this year by joining hands again with YANG HYUN SUK and appearing before fans with a full group concert. Previously, the four members had an official meeting with YANG HYUN SUK at YG’s new office in Hapjeong-dong, Seoul, for the first time in about 8 years. This meeting, which sparked hopes for a ‘comeback’ among global fans, was followed by the announcement of a concert and the start of new projects.
2NE1 plans to start their October concerts in Seoul, followed by performances in Osaka and Tokyo, and continue with a global tour. YG described this as a project completed through the decisive actions of YANG HYUN SUK and the strong will of 2NE1. YANG HYUN SUK stated, “This concert will be quite extraordinary, as the generation that grew up with 2NE1’s music is sharing memories. All staff are working hard to create a successful performance.”
The momentum of YG, warmed up with the 15th anniversary concert of 2NE1, is expected to explode hotly in 2025 with activities from multiple artists. It’s known that a considerable number of YG artists have plans for comebacks and tours, with BLACKPINK being particularly noteworthy. YANG HYUN SUK himself has officially announced that 2025 will be the year BLACKPINK’s comeback and world tour begin.
Last year, BLACKPINK signed a full-group activity contract with YG ENTERTAINMENT, surpassing the ‘seven-year curse’. Although the members are individually active at ODDATELIER (Jennie), BLISSOO (Jisoo), LOUD (Lisa), and THEBLACKLABEL (Rosé), their activities as a complete group will continue under YG.
If this year was about establishing a solo activity base for the members, next year they are set to shake the world again as BLACKPINK. The synergy they will show again as a complete group is highly anticipated, especially after ending their last world tour with a massive audience of 1.5 million, proving their mettle as a ‘tour-type’ artist.
This approach of YG, more about ‘generation coexistence’ than ‘generation change’, is deemed appropriate. While there was a crisis theory mentioned due to over-dependence on BLACKPINK and failed renegotiations of the members’ solo contracts, the impressive 2025 activity plan has dispelled these concerns.
BABYMONSTER, which debuted officially and performed at a ‘monster’ level, has tentatively confirmed a world tour in its second year, 2025. After successfully completing the plan for a regular album comeback scheduled for September, they are expected to start preparing for a world tour next year. Known as the top talent of the 5th generation with performances worthy of the title ‘concert royalty’, they are set to deliver an outstanding live performance at ‘Summer Sonic 2024’ in Japan this August.
TREASURE, too, has been active on an Asia tour and will return with a new album in the latter half of this year, with plans to embark on a world tour starting next year. YG’s new boy group, tentatively named ‘NextMonster’, is also scheduled to debut next year, entering the battleground of 5th generation boy groups.
At the center of YG’s generation coexistence focus is YANG HYUN SUK. His will played a significant role in 2NE1’s reunion for a global tour, and his philosophy of pursuing the most YG-like actions, not fluctuating with short-term results, underlies the activities of BLACKPINK, BABYMONSTER, and TREASURE.
A music industry insider stated, “It seems YANG HYUN SUK’s leadership is truly being exerted. While YG’s clock seemed like the hour, minute, and second hands were each playing their part, now it feels like YG’s clock of generation coexistence is definitely meshing under YANG HYUN SUK’s leadership.”
However, for YG’s current momentum to continue, the success of the newcomers must be assured. Critic Ha Jae-geun cautiously noted, “While BABYMONSTER has achieved success, there are areas that need improvement compared to previous groups, and the new boy group’s upcoming debut is also something to watch.”
2024. 7. 23.
