As solo careers expand, insiders speculate the group contract could conclude this year
Blackpink’s upcoming EP “Deadline” sparks speculation as it may be the group’s final release as a full unit under YG Entertainment. Industry insiders suggest the highly successful K-pop quartet’s group contract could expire as early as this year, fueling discussions about their future.
YG Entertainment unveiled a teaser for the EP’s main track “Go” on Tuesday, building anticipation for the album’s Friday release. “Deadline” marks Blackpink’s first album in approximately three years and five months, following their individual successes. The five-track EP includes “Jump,” which was pre-released in July.
Unlike typical K-pop album launch promotional cycles, Blackpink currently has no confirmed group schedule, raising concerns among fans.
“Nothing has been finalized regarding promotions, but it may be difficult,” an industry official said anonymously. “Each member is heavily focused on individual activities, and coordinating full-group promotions is not easy, given their diverging schedules.”
Member Jisoo is slated to begin promotional activities on Thursday for the Netflix series “Monthly Boyfriend,” which premieres March 6. Jennie is currently appearing on the variety program “The Secret Friends Club,” while Rose, now signed with The Black Label for her solo activities, is frequently traveling between Korea and overseas for individual commitments. Lisa’s activities also remain focused on individual endeavors.
In December 2023, Blackpink renewed its group contract with YG Entertainment. However, the members signed separate agreements for solo activities, mostly with independent agencies, marking a shift in their career trajectories. While contract terms vary, it is common for successful idols from major agencies to sign three-year renewals, creating a framework for both group and individual pursuits.
“Among successful groups from major agencies, a three-year renewal is typical,” another industry insider said. “It’s enough time to prepare a new album and complete a world tour. Blackpink likely signed a deal structured around that cycle,” the insider explained.
Though the exact length of Blackpink’s group contract remains undisclosed by YG Entertainment, industry insiders speculate that the current agreement may conclude by the end of this year, making “Deadline” potentially significant.
The release timing of “Deadline” has also garnered attention. The EP was originally anticipated to drop ahead of the group’s world tour of the same name, but its release was reportedly delayed by nearly a year due to the members’ increasingly busy individual commitments, highlighting the challenges of balancing solo and group activities.
As each member’s individual brand power has grown significantly over the past three years, some observers suggest that coordinating group activities has become increasingly complex. The individual successes of Jisoo, Jennie, Rose, and Lisa are undeniable.
“The members’ solo careers are doing extremely well, so the incentive for full-group activities may not be as strong as before,” the insider said. “At times during the recent world tour, it felt more like individual performances than a cohesive group show. The members themselves may also sense that continuing as a full unit is becoming more difficult.” The future of Blackpink as a group remains uncertain, with “Deadline” potentially marking a turning point.
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