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YG Entertainment Wants You to Know It’s Different

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SM Entertainment is polished. JYP Entertainment is relaxed. YG Entertainment is different. Or, at least, that’s what several songs from YG  have been telling fans of the Korean entertainment agency.

WINNER’s Different and Hi Suhyun’s I’m Different were both released in 2014, when the Korean entertainment industry has been reeling from multiple scandals relating to YG and SM (JYP has been relatively untouched in 2014). The songs, or at least their titles, appear to be an anthem for YG.

The company has not made headlines for the normal abuses of the Korean entertainment industry. While SM has struggled with contract disputes, YG artists have not sued the company. Instead, they’ve been involved in drug scandals. Drugs are taboo in South Korea, but rather than completely destroying the company’s image (Korean netizens do heavily criticize for this,) it instead sets YG apart from other Korean entertainment agencies.

I’m different
I’m special
Don’t compare me

— Hi Suhyun’s ‘I’m Different’

It makes YG seem a bit more dangerous, a bit more foreign, a bit more different. Everything that it does as of late, is different. It has become a trendsetter that has surpassed SM Entertainment, the longtime leader of the industry, in many ways.

If SM is the old, stalwart company of the Korean entertainment industry–with idol groups that were sure to do well, actors that were very clean cut, singers who were talented but not exactly unique as they promoted dance songs and ballads, all who are in fashion but perhaps not the people who are pushing fashion to its limit– YG Entertainment is the new company that’s different in all of those regards; the antithesis of the old, typical K-Pop model.

YG Entertainment from the start was different– hip-hop reigned ever since the company’s first acts. Jinusean and 1TYM, were hip-hop acts with R&B influences. BIGBANG and 2NE1, the company’s next popular acts, took this hip-hop style and applied it to a more typical, idol model- dance songs, ballads, but infused with hip-hop. As both groups became more and more popular, their styles have become very distinct in an industry where it is hard to stand out. Epik High and Psy, two imports to YG from other companies, also brought the type of music that is atypical in K-Pop.

Also on KultScene: Did SM Entertainment Treat Kris & EXO-M Unfairly?

With the newest crop of YG Entertainment artists (AKMU, WINNER, iKON, Lee Hi) YG Entertainment diversified, going into new types of music that are popular in Korea, but not typical idol music. AKMU’s folksy, WINNER is artistic, iKON is supposed to be hip-hop (so YG’s origins), and Lee Hi sings jazz-influenced songs.

Add to that that YG Entertainment produces most of its music in house and you have a very different, unique entertainment agency in Korea, where most company’s outsource.

But it’s not their music alone that has led YG Entertainment’s artists to stand out– it’s their fashion, their attitudes, their personalities. At a certain point, an attitude of being better, being different, a sort of swag even, became the very thing that made YG known as YG Family. The company is freer with its artists, allowing them more chances to be artistically involved in what music they produce and how they live their lives.

Different is good, and YG’s done a great job promoting its artists as something different from the norm in K-Pop. But it’s also dangerous– Park Bom of 2NE1 was involved in a drug smuggling scandal because medicine she was prescribed in the United States is illegal in Korea; G-Dragon of BIGBANG has been involved in several minor drug rumors; iKON came off too strongly at a BIGBANG concert in Japan even though YG Entertainment’s confidence is usually a key selling point of its new groups.

I’m just different
I’m just different
Don’t expect kindness
I’m Angel and Demon
Misunderstanding can be harmful

— Winner’s ‘Different’

Many Korean entertainers come under fire during different points of the career, sometimes for big things and sometimes for silly little things. YG Entertainment’s artists have faced all sort of problems, but they also, as of late, have gained a reputation as troublemakers.

The term iljin, or “bully” has been connected to several of YG Entertainment’s younger artists; whether the new crew actually bullied people in high school or not, the phrase has been tossed around enough that it’s stuck, likely because of the company’s hip-hop background. Netizens in Korea freely discuss the iljin trainees that YG Entertainment will promote in upcoming years. That, along with the “druggie” label that Park Bom and G-Dragon have gained from their scandals, has seriously hurt the company’s image.

Also on KultScene: Let’s Discuss: YG’s Luck With Damage Control

But despite the image issue, YG Entertainment’s never done better. The company has continuously produced hit after hit. Even the differences that are seen as being negative (i.e., such dramatic, illicit scandals), aren’t able to counteract the fact that the music from YG Entertainment is great.

Both WINNER and Hi Suhyun sing about being different in a relationship. Even though the lyrics don’t apply full heartedly to the brand, YG Entertainment has proved in 2014 that it’s different and those differences are what will get the company ahead of the game.

yg family gif

via rebloggy

Do you think YG Entertainment is different? Would you like to see profiles like this about other Korean entertainment companies? Share your thoughts in the comment section below and be sure to subscribe to the site and follow us on Facebook, Twitter, Instagram, and Tumblr to keep up with all of our posts.

Let’s Discuss: WINNER As A New Type Of Idol

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It may be a bit of a stretch, but YG Entertainment’s latest group WINNER may be introducing a new era to the K-Pop idol genre. But this isn’t the first group to have done that, and it won’t be the last.

The K-Pop genre as a whole is split into segments, generally based on the current trend for male idols. The concept defined by each era is not definite, and there are, of course, exceptions to the rules. These are general, widely-accepted viewpoints of what defines different periods in K-Pop male idol groups.

[Disclaimer: Please note that I am loosely using the term “generation,” due to the fact that these differences have happened over time. However, there is, of course, overlap.]

Original male idol groups (Seo Taeji and Boys aside) H.O.T, g.o.d, SHINHWA, etc. all had similar concepts; they had masculine charm. Idol groups from the second generation, like Super Junior, TVXQ, SS501, and BIGBANG, had pretty, flower-boy concepts; sometimes they pull out more masculine concepts, but fashion is always important for male idols ever since the second generation.

The third generation began with 2PM, who redefined manliness to mean “beastly,” for the lack of a better word. BEAST and MBLAQ are two other male idol groups that followed this trend.

The fourth generation of idols is defined by androgynous-ness and youthfulness, with groups like SHINee, INFINITE, and Teen Top having members who can easily pass for girls. This conceptual era is a bit different from the earlier flower boys, who still were more “handsome boyfriend” material; the newer groups are fashionable and pretty for the sake of being fashionable and pretty.

The fifth type includes groups like B.A.P and Block B, who debuted with powerful images, most similar to the original idol groups, but perhaps without the lack of theatrics and a more powerful message.

It would seem that all the different concepts have gone through their period, and we will see the cycle repeat, but there is always something new under the sun, and WINNER has proven just that.

[Disclaimer: I did not watch even a single episode of Who Is Next: WIN. I expected, as I believe many people did, that YG Entertainment would promote the group as the next generation of BIGBANG. I was very wrong.]

WINNER debuted with two songs, Color Ring and Empty. Idols in general, especially ones from YG, debut with songs that are more suited to a club than to a rainy day. Even idol groups like JJCC, who debuted with more ballad-sounding songs, have some sort of dance beat to the song; a complete debut without any dance songs is very rare.

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The songs are not unique among the K-Pop genre; there’s no reason idol groups can’t produce rap/r&B/pop medleys. BIGBANG’s songs like Blue and Bad Boy are part of this genre. But to debut with a video like this seems like a statement done on purpose in order to differentiate WINNER from the rest of the debuting groups. And it did just that, but so much more.

Concepts overlap, but when one iconic idol group does something different from previous idol groups, it sets trends. WINNER, a high profile group from YG Entertainment ,is in the perfect position to do that; to start a new trend of debuting idol groups that focus more on melodies of song and a sentimental image. Sentimental, of course, is the key word.

Stylistically aside, WINNER also dresses a lot more like an average Korean in Empty and Color Ring than most idol groups do. There’s no real synchronization, no overly fashionable outfits. In fact, in comparison to YG’s top boy band, BIGBANG, this is as far as YG could get.

So, why? BIGBANG is immensely popular, and on Who Is Next, the group’s seemed to create typical YG Entertainment dance songs (I listened to the two team’s final songs to make sure I knew what I’d expect from WINNER).

Why would YG Entertainment debut something so stylistically new, and, essentially, simple? Not that the songs are simple musically; but they are a lot less flashy than songs coming out of SM Entertainment and JYP nowadays.

Because simplicity is now favored in South Korea; the most popular songs in Korea recently are by another seemingly incongruous YG Entertainment act, AKMU. The simplicity of AKMU’s songs is very similar to WINNER’s debut sound.

But while AKMU is recognized to be an artist, WINNER is most definitely an idol group. Idol groups have been consistently topped on Korean music charts by indie artists like Roy Kim, Busker Busker, etc. As Korean music tastes turn more towards indie and alternative sounds than to traditional K-Pop, the trend of K-Pop will be to produce more artistic songs.

There is no doubt that WINNER is a complete idol group; YG Entertainment trained the members, produced them to perfection. WINNER’s songs debuted at the top of the charts, partially due to the group and YG’s popularity, but also because the sound is more reflective of popular taste than other recent K-Pop debuts.

It’s expected that WINNER comes out with a dance song in a more typical K-Pop group style in the future; idol groups tend to do really well with catchy songs. But while many groups focus on international markets nowadays, WINNER is the type of idol group that South Korea needs, and YG Entertainment has read the signs. More idol companies will follow the trend that YG sets.

What do you think? Is WINNER’s debut style going to set a trend? Be sure to share it and follow us on Facebook, Twitter, Instagram, Tumblr,
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Let’s Discuss: YG’s Luck With Damage Control

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Park Bom of 2NE1‘s recent drug scandal, and YG Entertainment‘s handling of it, shows yet another time when YG Entertainment thought it was doing the right thing with its artists, but really only time will be able to heal the wound. Time and time again, YG Entertainment’s damage control is just hiding from the spotlight for a bit.

And that’s a problem.

Bom got caught trying to smuggle amphetamine in from the US to Korea in 2010, by trying to send the drugs through mail. YG’s ceo, Yang Hyun Suk, released a statement explaining Bom’s actions, and made sense of the situation- Bom had gone to school in the US and needed the medicine to help her cope with a traumatic event from her past. She didn’t know that the drug was illegal in Korea, just thought that it was unavailable and had it sent to her grandmother’s home because she would be doing her 2NE1 activities.

Then it came to light that the medicine was smuggled to look like diet aid. Obviously, someone from Park Bom’s family knew that what she was receiving was wrong, but sent it in care of Bom’s grandmother anyway–trying to keep the possible illegality being traced to Bom herself.

Since that news became public, YG and Yang Hyun Suk has stayed silent despite his previous lengthy response to Bom’s situation. In fact, pretty much everyone’s stayed silent. Bom has continued her 2NE1 activities, but recently stopped filming for the variety show Roommates. She will probably disappear for a bit, then come back with 2NE1 in a few months.

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This is almost the exact same thing that happened with G-Dragon when he was caught smoking marijuana. If you’re reading this from America, where consuming marijuana containing high amounts of THC is legal in many states, you might be quite confused. But marijuana is a drug that’s illegal in South Korea. He got in trouble publicly, then came back amazingly with Blue and then, possibly Big Bang’s most iconic song, Fantastic Baby. And all was forgotten because, well, it was a minor issue. Just like this one. Just because smoking marijuana is illegal where YG is from, that doesn’t mean he can’t invest in it with neue Cannabis Aktien available for him to look into, he may be able to at least have some part in the industry and make more money on top of the amount he already has!

Smoking marijuana may be a minor issue, but it is a big public image mess. YG seems to try to handle things, and then let them go away, hoping (and knowing) that the public will forget. The same thing happened when Seungri had a sex scandal.

Even Daesung’s scandal, a car accident when somebody died, went away with some time.

But many scandals, something as simple as plastic surgery, causes the end of an idol’s career. Even SM Entertainment’s Kangin of Super Junior had a hard time rebounding from a large scandal involving a DUI, and had to go to the army.

Yet, YG has realized that if its idols go away, to reflect, it helps. It doesn’t actually matter what the idol does– as long as Bom doesn’t get caught, she could probably go to Hawaii and surf the waves for three months, then come back and act a little bit remorseful, and all will be well.

YG doesn’t need to control its artists that well because their fandoms are so intense that even murder could be forgiven. (Just clarifying, Daesung did not murder anybody–it was an accident. I’m just saying, they could be vampires and nobody would be annoyed because 2NE1 and Big Bang’s fans are so passionate.)

But, even though YG doesn’t need to control its artists, since they’ll be all right, does it mean that YG doesn’t need to? YG Entertainment is the only company right now that has idols actively promoting who have had numerous sex and drug scandals. Smaller companies can’t deal with the bad press, so members leave, but companies like SM and JYP get rid of idols when something happens (think about Jay Park and 2PM.)

YG Entertainment gives its artists free reign, and they kind of are out of control. The company is merely lucky that fans still adore the idols after they make their comebacks. Things could get pretty nasty otherwise.

Is it problematic that YG Entertainment isn’t very good at damage control and just lets fans forgive and forget? Or is that the way things should be in K-Pop? Make sure to follow us on Facebook, Twitter, Instagram, Tumblr, and Bloglovin’ so you can keep up with all our posts.