Despite the recent controversies, there were high expectations for Jennie’s solo career as she departed from YG Entertainment and established her own label, OA (ODD ATELIER). Although BLACKPINK remains under contract with YG for their group promotions, each member is also able to pursue individual activities under their respective labels.
Since being diagnosed with OA, Jennie has increased her broadcasting involvement in Korea. She made a guest appearance on “Lee Hyo-ri’s Red Carpet”and joined the fixed cast of “Apartment 404”. This demonstrated her desire to connect with the public on a more personal level, rather than solely being known as a member of a ‘global girl group’.
Besides excelling in TV appearances, Jennie also achieved success in the music industry. Her collaboration track with Zico, “SPOT!”, reached the top of multiple music charts, further solidifying the impact of “Jennie’s Effect”and heightening excitement for her upcoming solo promotions.
Despite Jennie’s efforts to connect with the public, her actions have caused controversy. A video of her smoking indoors went viral, and she faced backlash for blowing the e-cigarette smoke in front of a makeup artist’s face. This behavior sparked criticism of her personality.
Despite Jennie’s apology a few days later for the controversies surrounding her, the backlash against her continued when someone impersonated her staff and triggered the public by releasing a post defending her. While she admitted to vaping indoors and directly apologized to both staff and disappointed fans, promising to be more mature and careful in the future, it was not enough to fully end the controversies. However, her apology was a step in the right direction towards addressing the situation in a clean and responsible manner.
Despite some pointing out that the current controversies surrounding Jennie are a result of her individual management’s unprofessional and unstructured system, it is worth noting that similar issues handled by larger agencies like YG have been dismissed as ‘personal matters’ or ignored without explanation. This approach only serves to frustrate the public even more.
Despite this, it remains a fact that being a part of a large company, rather than having her own personal label, can offer Jennie a sense of stability. Her past title as “YG’s Princess”due to her status as a top artist in the company and the exceptional treatment she received from YG only further emphasizes the gravity of the current situation to netizens.
Undoubtedly, Jennie will bear the brunt of the repercussions from the indoor smoking controversy, however, this ordeal will ultimately strengthen her as the leader of her own label. All eyes are on Jennie, who has effectively marketed herself following her departure from YG, to see how she will navigate this crisis and transform it into a chance for growth and progress.
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