BLACKPINK's future direction: Separate but together

The following is the future direction concept for the superstar girl group BLACKPINK.

Debuting in August 2016, BLACKPINK has effectively entered a second chapter. With all members finding individual agencies, the group will pursue a “two-track” strategy: group activities with YG Entertainment and individual activities with their respective agencies. As a leading K-pop girl group with a strong global presence, the balance between individual and group activities will be a key challenge for BLACKPINK.

On June 18, BLACKPINK member Rosé announced her management contract with THE BLACK LABEL. Rosé will embark on a new journey with this agency, founded in 2016 by Teddy, a former member of YG Entertainment’s 1TYM. Previously, members Jennie, Lisa, and Jisoo established their solo labels for individual activities.

In December 2023, Jennie founded her independent label, ODD ATELIER (OA). Jennie has been actively engaging with the public through new music, TV shows, and web variety programs. Recently, she featured in Zico’s digital single “SPOT!” capturing the hearts of global fans. Jennie is rapidly defining her unique brand and style through her solo activities.

Lisa established her solo label, LLOUD, in February 2024 and announced a partnership with RCA Records under Sony Music in April 2024. Apart from music, Lisa is set to make her screen debut in HBO’s original series ‘The White Lotus’ season 3. She will quickly take the stage to showcase her charm, which wasn’t possible with the group.

In February 2024, Jisoo officially launched her solo label, BLISSOO, and is focusing on her acting career. Jisoo has confirmed her roles in the movie ‘Omniscient Reader’s Viewpoint’ and the Coupang Play drama ‘Influenza.’

Last December, BLACKPINK renewed their contract with YG Entertainment exclusively for group activities. Although rumors of separation circulated due to prolonged contract negotiations, the members re-signed to pursue individual activities separately while maintaining group activities together. Following this, Jennie, Lisa, and Jisoo each established their independent labels, and Rosé’s contract with The Black Label finalized the members’ new paths.

For fans who have been eager for diverse individual activities from the members, this new beginning is welcome news.

The crucial task now is to coordinate individual and group activities. As the members are expected to be active in various fields, how well they can come together organically as a group will determine BLACKPINK’s longevity.

During their individual activities, the members will likely explore new avenues and showcase distinct personal styles that weren’t possible within the group. Fans will see the members engaging in a variety of activities, maximizing the value of their individual brands.

When it comes time for group activities, the members will need to temporarily set aside their solo endeavors and reunite. Coordinating schedules across different agencies will be crucial to securing sufficient time for group activities. They will need to look in the same direction, sometimes making concessions to ensure smooth collaboration.

Although the members still boast strong friendships, balancing “together but separate” activities may not be easy as they embark on full-fledged individual pursuits.

Maintaining their status as the world’s top girl group will require close collaboration between the individual agencies and YG Entertainment. Keeping the “one team” principle in mind is the fundamental task in this new “BLACKPINK 2.0” era of both separate and joint activities.