The year 2024 has the potential to be described as the year HYBE captured the spotlight across all media channels. However, this attention isn’t stemming from notable achievements, revenue successes, or product announcements — instead, the prevailing narrative around HYBE involves scandals and unsettling revelations.
As South Korea’s top entertainment powerhouse, HYBE is currently mired in legal battles and internal power struggles with Min Hee-jin, the mastermind behind the girl group NewJeans. Despite managing some of the industry’s leading groups, HYBE appears to be jeopardizing its reputation and damaging K-pop with its misguided strategies.
HYBE’s troubling side has been repeatedly unveiled to the public eye. On September 18th, K-pop enthusiasts were again taken aback by the tragic news surrounding a female trainee from HYBE America who passed away. Alarmingly, this incident involves a senior executive from the label.
A female trainee “entered through the backdoor,”overdosed, and perished after spending the night with a senior executive of HYBE America
In 2021, HYBE “acquired”Ithaca Holdings, an entertainment conglomerate established by Scooter Braun, for a staggering $1.05 billion. This company, under the management of Braun, represents global icons like Ariana Grande and Justin Bieber. Consequently, Ithaca Holdings transitioned to become HYBE America.
With this acquisition, the “father of BTS”aimed to broaden HYBE’s international reach with Braun’s assistance. The label has been pivotal in promoting HYBE artists in the US, notably marking Jung Kook’s debut, with HYBE America playing a crucial role in catapulting BTS’s youngest member into a new-generation pop icon.
Moreover, HYBE America actively scours the globe for trainees and nurtures emerging artists. Recently, HYBE joined forces with Universal Music Group to launch the multinational girl group KATSEYE. However, not every trainee is fortunate enough to make their debut. Behind the bright lights and glitz, the leading entertainment giant conceals many harrowing realities, evidenced by the unfortunate case of a Gen Z trainee from HYBE America.
On September 17th, a Korean journalist took to her personal Instagram to unveil a revelation concerning the COO of HYBE America. Journalist Kim, who also works as a stylist and reporter for Harper’s Bazaar Korea in New York, reported that a female trainee from HYBE America had been invited to a hotel room in Miami and was subsequently found deceased due to a drug overdose.
This tragic incident is directly tied to David Bolno — COO of HYBE America and a close associate of Scooter Braun. The victim was Camila Sterling, 24, who was discovered dead in Bolno’s hotel room on March 30th, 2023. Investigations were conducted; however, Bolno was not held accountable, yet this revelation by the journalist left netizens questioning the circumstances. Following the initial disclosure, journalist Kim removed her post, claiming to have “provided incorrect information.” Nonetheless, by that point, the story had already gained traction across K-pop forums, resulting in heightened scrutiny of HYBE. The tragedy surrounding the “unfortunate trainee who entered through the backdoor”has ignited discussions throughout Korea. Despite clarifications from those involved, netizens suspect even darker truths may be concealed within the “upper echelon of HYBE.”
Exploiting artists as “media pawns”
The incident involving the trainee overdose raises profound questions about HYBE’s operations. However, it does not absolve the company from scrutiny. This corporation has long faced public criticism.
Pursuing short-term gains while prioritizing profits and accolades has diminished the quality of idols under the HYBE umbrella. Though debuting with HYBE may lead to instant fame, it does not guarantee long-term sustainability for the artists. NewJeans serves as a prime example.
Amid the power struggle against Min Hee-jin, every artist within HYBE has been used as “media pawns.”Despite HYBE’s public claims of defending artists’ rights, groups including NewJeans, ILLIT, LE SSERAFIM, and BTS have all felt the sting of public scrutiny, often being “thrown under the bus.” During these turbulent times, HYBE has conspicuously failed to protect its artists adequately.
Recently, Jung Kook — the cherished maknae of BTS — took a public stand for NewJeans, posting on his pet Instagram account, “Artists are not guilty” and “Don’t exploit them,” clearly demonstrating his stance. This action directly critiques HYBE, prompting the company to issue a swift clarification.
Following Jung Kook’s post, a Korean news outlet, Herald POP, published an article spotlighting the soaring value of Jung Kook’s real estate investments. Highlighting these property values risks further complicating Jung Kook’s situation. K-netizens quickly noted the timing of the articles and speculated that HYBE employed these tactics as retaliation for Jung Kook’s support of NewJeans.
Fans of BTS are increasingly concerned about the possibility that HYBE might resort to various measures to undermine the influence of its artists. Even high-profile figures like Jung Kook are not insulated from repercussions for opposing the company’s aims.
Idols being “worn out” to the brink of exhaustion and injury
HYBE boasts some of the most profitable “golden geese”in K-pop, particularly among its boy groups. SEVENTEEN, TXT, ENHYPEN, and BOYNEXTDOOR are all “sales warriors,”dominating the revenue charts. With BTS currently on a hiatus due to military enlistment, other boy groups under HYBE are continually making comebacks and touring, prompting fans to express grave concerns regarding the well-being of these “golden eggs.”
Recently, Belift Lab — the label behind ENHYPEN — faced backlash from fans after scheduling a new world tour just a month following the completion of their previous tour. During this period, ENHYPEN also had to rehearse and prepare for their next comeback. The relentless cycle of activities with no downtime has significantly affected the members’ health, causing distress among fans.
Additionally, the popular boy group SEVENTEEN is set to undertake two tours this year while promoting two different releases. SEVENTEEN’s 12th mini album, Spill the Feels, is expected to be released on October 14th, accompanied by a tour across Korea, the U.S., and Japan.
Alongside this packed timetable, year-end award shows are fast approaching. Management is capitalizing on every opportunity before SEVENTEEN’s Korean members begin their military service, resulting in a tightly packed schedule that burdens the artists with numerous group and individual commitments.
Another crucial challenge for HYBE’s artists pertains to physical injuries. In the past year alone, numerous idols have sustained leg injuries requiring crutches, including Beomgyu (TXT), Wonhee (ILLIT), and Hyein (NewJeans). Some idols, such as The8 (SEVENTEEN) and various ENHYPEN members, have incurred less severe injuries, which, while not necessitating crutches, still affect their ability to perform intricate choreography.
These ongoing issues have led K-pop fans to become increasingly disenchanted with the current state of Korea’s leading entertainment company. Beneath the shimmering surface lies a plethora of troubling realities within a system plagued by significant negative issues. The artists, unfortunately, are the ones who bear the brunt of these challenges.
Source: K14
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