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Blackpink’s Jennie Starts Her Own Label, OA, for a “Solo Journey”

2023-12-26 , 4:39 pm

Jennie from Blackpink Unveils OA, Her New Solo Label, Post Group Contract Renewal

“I’m a shining solo”

Echoing the lyrics of her hit song “Solo,” Jennie from the globally acclaimed K-pop group Blackpink is the first member to embark on a solo journey after renewing her contract with YG Entertainment.

Amidst widespread speculation about whether the members of the world-famous girl group would continue their association with the company, it was confirmed on 6 Dec that all four members had renewed their contracts, according to JoongAng Daily.

Following this news, YG Entertainment’s stock price experienced a significant surge of more than 20% on the 6th, reaching the 60,000 won range.

While the future of the group remains secure, details regarding the duration of this new contract and the solo pursuits of each member were left unspecified.

Anticipation for Solo Ventures of Each Member

Given their global recognition and immense talent, it seems only natural for each member of Blackpink to explore solo careers, especially considering the group’s remarkable achievements this year.

One such achievement includes generating approximately USD$260 million (SGD$344 million) in sales from their world tour, spanning from last October to this September, as reported by US concert aggregator Touring Data.

Additionally, the group’s contribution to climate change awareness was honoured when all members received the Honorary Member of the Order of the British Empire from King Charles III in London on 22 Nov, according to The Royal Family’s official website.

This accolade was in recognition of their role as ambassadors during Britain’s presidency of the United Nations Climate Change Conference in 2021.

Jennie at the Forefront with “Solo”

This year has been particularly eventful for Jennie.

Not only did she release her solo track “You & Me,” with its dance performance video amassing 97 million views in under two months, but she also made her acting debut in the new Home Box Office (HBO) series, The Idol.

Her decision to pursue solo projects following the group’s contract renewal does not come as a surprise.

On Christmas Eve, Jennie broke the news to her over 82 million Instagram followers about her upcoming solo venture – “Odd Atelier (OA).”

View this post on Instagram

A post shared by J (@jennierubyjane)

Odd Atelier (OA) – Jennie’s Unique Venture

Jennie, alongside her mother, founded OA, standing for Odd Atelier, last month.

Currently, Jennie is the sole artist under this new agency.

Reflecting Jennie’s French language studies, ‘atelier’ translates to ‘workshop’, making the English translation of OA “odd workshop,” a fitting name for her unique venture.

Within just two days of its launch, OA’s Instagram account garnered over 1.2 million followers.

Innovating “Oddly” with OA

On OA’s Instagram, the rationale behind the company’s name was explained.

OA represents a creative space dedicated to producing novel and unconventional ideas.

Accompanying the announcement, Jennie posted a message in both English and Korean.

The social media page reveals the company’s logo, characterised by a minimalist, monochrome theme. It also features a sneak peek of black hoodies adorned with the brand’s logo on the back.

View this post on Instagram

A post shared by OA (@oddatelier)

Jennie has not disclosed further details about her plans for this new enterprise.

However, other K-pop icons, such as Jay Park, humorously offered to join her OA journey, despite owning his own label. He playfully commented, “Sign me,” in Korean phonetics.

Defining OA as a “label” opens up multiple possibilities – it could signify Jennie’s solo music career, a personal fashion label, or even something more unconventional, truly embodying the “odd” in Odd Atelier.

While fans eagerly anticipate what OA will unveil, they are comforted by the assurance that Jennie’s solo venture will not interfere with Blackpink’s activities.

In a recent Billboard interview, she reassured fans, promising that the group will “keep bringing you music and performances that light up your world,” indicating her commitment to prioritising Blackpink.