Will the Good Old ‘YG Family’ Days Ever Return For K-Pop?

From Oct. 4-6, the girl group 2NE1 held a concert at the Olympic Hall in Songpa-gu, Seoul — marking their first concert in nearly a decade. In attendance were YG Entertainment’s executive producer, Yang Hyun-suk, who launched the group, along with BIGBANG‘s G-Dragon, Daesung, BLACKPINK‘s Jennie, and the company’s former members Gummy and SE7EN. YG Entertainment’s newest girl group, BabyMonster, also performed a tribute to 2NE1, showcasing YG’s past, present and future all in one place. It felt like a reunion for the so-called ‘YG Family,’ who once dominated the K-pop market.

Exactly 10 years ago, in 2014, YG Entertainment was the leading force in the K-pop industry, surpassing SM and JYP Entertainment in market capitalization. However, today, YG has diminished in size compared to HYBE, SM and JYP. The company is particularly lacking in what the industry calls “killer content.” Compared to its competitors, YG has been slower to discover and nurture new talent. As 2NE1’s reunion brings YG back into the spotlight, one can’t help but wonder: will the good old ‘YG Family’ days ever return?

The Beginnings of Major K-Hip-Hop

Producer Yang Hyun-suk was a member of Seo Taiji and Boys, often referred to as Korea’s “cultural presidents.” In 1996, he sowed the seeds of YG under the name Hyun Planning, launching groups like Jinusean and 1TYM, establishing the company as a hip-hop label. The company later changed its name to Yang Gun Planning, releasing the album YG FAMILY in 1999, and officially adopting the YG Entertainment name in 2001. In its early days, the company focused on vocalists, achieving success with artists like Gummy, Wheesung, and the four-member female vocal group Big Mama. YG Entertainment also launched several solo artists, including SE7EN and Lexy.

YG Entertainment’s journey as a K-pop management company began in 2006 with the launch of BIGBANG. Unlike previous K-pop groups, which were often seen as “projected idols” reliant on company production, BIGBANG differentiated itself by enhancing its production capabilities, with leader G-Dragon contributing to lyrics, compositions and arrangements. Before BTS emerged, BIGBANG’s popularity was so immense that it was referred to as the “BIGBANG era.” In 2009, the hip-hop-based girl group 2NE1 debuted, further solidifying YG’s status as a powerhouse in the industry.

Solo artist PSY joined the company in 2010, and his 2012 hit “Gangnam Style” peaked at No. 2 on the Billboard Hot 100. In 2014, 2NE1 became the first K-pop group to enter the Billboard 200, reaching No. 61. YG was the first K-music company to prove that K-pop could succeed on the Billboard charts.

This period marked a golden era for the YG Family. WINNER debuted in 2014, followed by iKON in 2015 and BLACKPINK in 2016. BLACKPINK broke records, becoming the first Asian female group to top both the U.S. and U.K. charts and the first female artist in the world to hold the No. 1 and No. 2 spots on the U.S. Billboard Global 200.

The Rise of BLACKPINK and the Fall of YG

In 2019, YG Entertainment faced significant challenges, beginning with the so-called “Burning Sun scandal.” A series of violent crimes, including assault, prostitution and drug-related incidents, occurred at Burning Sun, a club operated by former BIGBANG member Seungri. BIGBANG’s activities were suspended, and iKON ultimately disbanded after one member was implicated in a drug case. The fallout reached Yang Hyun-suk, forcing him to resign from all positions, and resulted in the company’s stock price plummeting.

During this turbulent time, YG Entertainment had managed to stay afloat thanks to BLACKPINK’s popularity. In 2023, they held the largest world tour ever for a K-pop girl group, BORN PINK, which attracted over 1.8 million fans. BLACKPINK also became the first Asian artist to headline the Coachella Festival in the U.S. and Hyde Park in the U.K.

But YG encountered obstacles in re-signing BLACKPINK. The members’ seven-year contracts with the company had expired, and while YG attempted to re-sign each of them individually, they struggled to retain members whose market value had skyrocketed. Four members have since started their own companies and are pursuing solo careers with different labels. (Jennie has partnered with Columbia on solo projects; Rosé with Atlantic; and LISA with RCA; Jisoo has not announced a label affiliation.) To continue as BLACKPINK, they will need to negotiate with YG.

The void left by BLACKPINK is substantial for YG. The company’s market capitalization, which soared to around $1.1 billion after BLACKPINK’s world tour, has since been halved to approximately $515 million, widening the gap between YG and its competitors HYBE, SM and JYP.

Will the YG Family Ever Smile Again?

YG Entertainment’s most pressing crisis is the slow growth of its fourth-generation boy and girl groups. TREASURE, which debuted in 2020, is gaining popularity but has yet to achieve the same level of success as SM’s NCT, JYP’s Stray Kids, or HYBE’s TOMORROW X TOGETHER and ENHYPEN. It’s difficult to consider them successors to BIGBANG.

BabyMonster, introduced in November last year to fill BLACKPINK’s void, has struggled to generate the initial buzz that BLACKPINK received. The absence of core member Ahyeon from the debut album was unfortunate, but she has since rejoined the group. BabyMonster’s first full-length album, set for release in November, is anticipated as a measure of their growth potential. The title track, “DRIP,” features G-Dragon as the composer, marking a significant gamble. Yang Hyun-suk expressed confidence, stating, “It’s a song that makes you want to dance, regardless of your age or gender. Please look forward to BabyMonster’s passionate performance.”

While finding a new group is essential, YG Entertainment’s challenge also lies in identifying a suitable successor to renowned songwriter and producer, Teddy. As the producer behind BLACKPINK’s success and a defining figure at YG, Teddy has since started his own independent label, THEBLACKLABEL, where he launched the girl group MEOVV. Consequently, Teddy, who played a pivotal role in BLACKPINK’s rise, has become a significant competitor for BabyMonster. To address this challenge, YG Entertainment is expected to bring in several high-profile producers for BabyMonster’s first full-length album, in addition to G-Dragon, who remains their “trump card.”

They must also acknowledge that hip-hop and soul music is no longer their exclusive domain in K-pop. In the days of BIGBANG, YG Entertainment was synonymous with major hip-hop and soul music in South Korea. However, with BTS taking the world by storm as hip-hop idols, as well as Stray Kids also embracing the genre, the landscape has shifted. BabyMonster should strive to avoid being seen as a pseudo-BLACKPINK. The market is now dominated by girl groups such as (G)I-DLE, LE SSERAFIM and aespa, all of which embody the “girl crush” image. BabyMonster will need to carve out its own identity to compete effectively, including facing off against MEOVV.

However, the outlook is not entirely bleak. Next year, BLACKPINK is expected to resume their “full team” activities under YG Entertainment, marking the return of the “K-Pop Queens.” As their global fan base eagerly anticipates BLACKPINK’s reunion, interest in YG Entertainment is also likely to grow.

According to the 2025 roadmap presented by Yang Hyun-suk, a number of YG Family artists will be active next year. In addition to BabyMonster, TREASURE is preparing a new album, and WINNER will be reactivated once Mino and Kang Seung-yoon are discharged from military service later this year. 2NE1, currently embarking on an Asian tour, will also release a new album next year, while AKMU, YG’s signature act which debuted in 2014, is coordinating the timing of their comeback.

The most encouraging news is that a new rookie group is in the works. Yang stated, “The tentative title ‘NEXT MONSTER’ is being developed,” adding, “We will definitely introduce a rookie group next year. Given that BabyMonster is in its first year of debut, the prospect of a boy group is very likely. If this occurs, it will mark the first new boy group in five years since TREASURE.” In other words, 2025 is anticipated to be a pivotal year for YG Entertainment, determining its direction for the next decade. If it rebounds, the company could once again become one of the “Big Four” K-pop labels. 

YG PLUS, a subsidiary of YG Entertainment that holds the top distribution share in the Korean album market, is also showing signs of recovery. While its parent company focuses on artists and content, YG PLUS specializes in entertainment infrastructure and intellectual property (IP) businesses. Due to their different business models, even if YG Entertainment faces difficulties, YG PLUS can improve its profits if the albums of other K-pop companies it distributes perform well. This indicates that YG Entertainment is expanding its platform business alongside its primary focus on producing K-pop groups.

This story is part of a series produced in partnership with Billboard Korea.