BlackPink’s contract issue has not yet been officially announced. Therefore, YG is facing many difficulties and the only hope they have right now is BabyMonster.

BabyMonster’s shoulders are heavy as he carries the fate of YG Entertainment. Can this group become a “rescuer” for YG while the company is in serious crisis?

YG has just officially launched the new girl group BabyMonster. BabyMonster is a new girl group launched by YG after 7 years, since BlackPink’s debut. The group includes multinational members from Korea, Thailand and Japan.

Initially, BabyMonster’s launch was scheduled to take place in September. However, contrary to producer Yang Hyun Suk’s promise that “the launch will not be later than fall”, BabyMonster was still delayed. Delay debut date.

Finally, they launched at the end of November, two months later than expected. Regarding this issue, YG explained: “We were careful in choosing the title song to achieve the best results. That’s why the launch was delayed a bit compared to the original schedule in September.”

YG is constantly being hit with pain

With the song Batter Up and later activities, BabyMonster targets the domestic and international music market. The group pursues a strong, individual girl crush concept with strong hip-hop music.

BabyMonster debuted when BlackPink – the girl group under the same company – achieved overwhelming results in the global market. Therefore, the attention of global Kpop fans is also focused on BabyMonster.

Just before its launch, BabyMonster surpassed 3.15 million subscribers on its official YouTube channel. The song Dream released by the group in May exceeded 50 million views. That proves the great expectations the public places on them.

BlackPink is YG’s mainstay, but the group’s contract issue has not yet been announced.

Above all, the reason why many people are interested in BabyMonster’s debut is because of the crisis YG is facing. YG was originally run by Yang Hyun Suk. He left YG and gave up all positions in 2019 because he was entangled in the Burning Sun controversy and was suspected of being involved in the drug use investigation of BI (former IKON group member).

Initially, Yang Hyun Suk was acquitted. Therefore, earlier this year, he returned to YG and became the production director for BabyMonster.

However, the situation has recently changed. The court sentenced Yang Hyun Suk to one year of probation on the day of the appeal hearing.

Yang Hyun Suk’s conviction has once again dealt a strong blow to the company’s image and reputation. It’s more worrying when Yang Hyun Suk directs the production of BabyMonster’s first project, Hankook Ilbo commented.

YG’s only way out

Not stopping at Yang Hyun Suk’s incident, YG also encountered big trouble when all Big Bang members who played key roles in YG left the company. Even all members of the iKON group did not renew with the company after the exclusive contract ended. That caused YG to face a situation of emptiness due to the loss of great artists.

Worth mentioning, YG is facing an unprecedented crisis when BlackPink – the main group, currently responsible for most of YG’s profits – has not yet resolved the contract renewal issue. This is the most important reason why YG is in crisis. The girls ended their exclusive contract in August, but until now it has not been announced whether they will re-sign with the company.

Recently, Korean media reported that all 4 BlackPink members only agreed to extend their contract with YG for group activities. With their individual activities, they are being offered by countless companies so they are reviewing contract terms. If this happens, BlackPink will only reunite if the schedule allows.

Some opinions suggest that BlackPink members will renew their group contracts, but it is unclear whether they will sign individual exclusive contracts or not. This problem has caused YG to struggle over the past time, with its stock price continuously falling.

BabyMonster’s debut was not as explosive as expected, making YG’s future even more uncertain.

Meanwhile, YG still maintains its stance that the company and BlackPink are continuing to “negotiate”. Because YG’s profit structure focuses on BlackPink when all the big artists leave, if the 4 girls do not renew their contracts, this will be a direct blow that will soon shake the company’s foundation, according to the newspaper. Hankook Ilbo reviews.

In that difficult situation, BabyMonster became the main character in YG’s fortune. However, it is still difficult to judge whether they will be successful or not. In particular, the fact that member Ahyeon did not debut with the group caused BabyMonster to cool down significantly.

Previously, YG officially announced Ahyeon’s temporary departure from the group: “After discussion, Ahyeon decided to temporarily focus on resting due to health problems.”

The problem is that Ahyeon is the key member who is creating popularity and topicality in the group. Since her debut on the survival show, she has been fully equipped with vocal, dance, and rap skills. The female idol also attracted attention thanks to her attractive appearance similar to BlackPink’s Jennie. Thanks to that, Ahyeon has a strong domestic and international fan base. Therefore, the fact that Ahyeon was not released had a significant impact on the group.

It’s no exaggeration to say that YG’s future now depends on BabyMonster. The only way out for the company right now is for BabyMonster to lead the trend and be the 5th generation in the girl group market and make great strides.

However, this is not easy when Kpop has so many successful girl groups, such as New Jeans, aespa, IVE… Not to mention, BabyMonster’s debut is being criticized. Most audiences think that Batter Up is too outdated from content, melody to concept and image.