Grading the K-Pop Agencies: YG ENTERTAINMENT

[electricm]

Just posted the first in a series of "Grading the K-Pop Agencies" feature on my website. I thought I'd start with one of my favorite agencies, but one that also deserves a lot of critique. I'm curious how you guys would grade YG Entertainment (the agency... not its artists) so far in 2016?

 

The Bias List: Grading the K-Pop Agencies - YG ENTERTAINMENT

 

 

 

 

THE GOOD

 

YG is known as a family for good reason. Their seemingly tight-knit, comparatively small roster is intensely loyal to the agency’s overall sound and image. Barring a few standouts (AKMU being the biggest), fans can count on a particular YG style being peddled by almost every artist. 2016 had a brisk start for the agency, with strong releases from Winner, Lee Hi and AKMU. Rookie girl group BLACKPINK has been an undeniable success so far, even if I’m not (yet) floored by their actual music. Digitally, YG has been performing strong, and that’s without some of their biggest artists making a comeback. The agency remains one of the most internationally-friendly music producers in Korea, cultivating new fans worldwide with their Westernized hip-hop sound. They also have one of the most devoted fan bases in all of k-pop, guaranteeing that it’s almost unheard of for a YG artist to suffer a commercially unsuccessful comeback.

 

THE BAD

 

Honestly, before settling on making this the first in a series of features on k-pop agencies, I’d considered writing an op-ed about what YG Ent needs to change in order to return to their once unchallenged status at the top of Korea’s music scene. Over the past two years, their release schedule (or lack thereof) has been incredibly frustrating. The agency has often praised the idea of “quality over quantity,†but I don’t buy it. The problem is that, if artists aren’t allowed to release music regularly, expectations grow sky high — so high that they’re impossible to meet, and anything that does get released can only be seen as underwhelming after such a long wait. For many, this was the case with Bigbang’s string of singles last year, even though their MADE project was a big success.

 

Fans have grown accustomed to announcements from YG Entertainment that never become fulfilled. Take Winner’s multi-pronged EXIT project, which had been scheduled for a staggered release throughout 2016. It’s now nearly October, and all we’ve gotten is one brief mini-album back in February. On its own, this might not seem like a big deal, but we were also promised a full Bigbang album release in September 2015 and a 2NE1 comeback this past summer. Neither of these projects has come to pass. Even Bobby and Mino’s MOBBrelease this month had been pushed back from its original schedule in July. This creates vacuums, where entire months pass by without any new music from YG artists. In 2016 alone, we’ve had a grand total of 29 original tracks released in nine months. Their closest rival, SM, has that amount covered in a matter of weeks.

 

Yes, this means that the general quality of music coming from YG is pretty high — maybe even higher than other agencies. But an artist or group is more than a handful of great singles. This is why albums are so essential to the music world. As a listener, I want to be exposed to the highs and lows of an artist’s output. Few albums are 100% perfect, but they provide needed context for those singles and title tracks to live within. Not everything has to be perfect. I’d rather take quality and quantity — not loving everything but at least given the chance to swim around an artist’s discography and feel that they’re experimenting and trying new things. Sometimes album filler isn’t really filler at all. Sometimes it’s room to breathe and ease into an artist’s sound.

 

To improve in 2017, YG needs a more regimented and focused release schedule, balancing rookie and veteran idols. The agency needs to invest in full albums rather than unending digital singles. Not every song has to have a music video and full promotion. Not every album needs to be a greatest hits. I would love to see them bring in some new producers, as their artists’ output is beginning to feel more cut-and-paste than in the past. I would also like to see them extend an olive branch to the rest of the k-pop world and appear on more music and variety shows. They risk the appearance of being “too cool for school,†which can be off-putting to anyone outside their loyal fandom.

 

YG Entertainment is an amazing agency. Their artists and music were some of the strongest factors in me first becoming interested in the k-pop genre, but lately YG has been more synonymous with frustration than discovery. The agency needs a renaissance. It simply can’t be content to coast on goodwill forever.

2016 Grade: C

[SALTYEMERALD]

yg is the worst from big3

[electricm]

This year, I'd definitely agree. And the crappy thing is they have amazing artists, but bad management ruins that potential more often than not.

[valentinna]

YG is not a family anymore. New groups' fandoms ruined it

[Carrot Cake]

Promotions: F

[Cloud Of Perception]

Imo they need to focus on delivering a healthy and neat platform for their artists to shine to their full potential. 

[PsychoLotus]

Omg what a lovely piece...

as most YG stans would agree YG's biggest downfall is it's scheduling issues, it's pretty much pathetic and the only

Thing saving them is dedicated fanbase and its appeal to the Korean public

 

YG could make small changes like adding more staff to tend their growing artist roster

 

Also one positive that you did not mention was the sub labels...many artist may leave their labels in a quest to search for more artistic freedom...but with YG he simple offers a sublabel to already successful employees in order to keep them in the company which I thought was a very intelligent move

[electricm]

 

Also one positive that you did not mention was the sub labels...many artist may leave their labels in a quest to search for more artistic freedom...but with YG he simple offers a sublabel to already successful employees in order to keep them in the company which I thought was Avery intelligent move

 

Forgot about HIGHGRND. You're right... that's a step in the right direction, though I think its roster still needs to be diversified.

[PsychoLotus]

Forgot about HIGHGRND. You're right... that's a step in the right direction, though I think its roster still needs to be diversified.

I agree...like you previously mentioned new producers could do wonders for the company instead of relying on Teddy all the time...

 

Also someone needs to translate this and hand deliver it to YG lmao

[Jeffrey Jung]

Honestly only the naive YG stans would buy the whole "quality over quantity " excuses

 

Imagine them having like 5 digital singles in a year for their fave groups without any mini albums they probably will riot

[+CIEL+]

GIVE 2NE1 A COMEBACK

 

[unniegoddess]

No lies detected

[unniegoddess]

Also, YG hates its women

[YGstan]

Who is giving this grade? And why is it so inaccurate?

 

This review is from a fangirl/fanboy perspective and is predictable and at the same time embarrassing. Because from a business perspective YG is at new heights. I'm not going to get into the success of the sublabels signing the best artists (Zion T, Dean soon) or the acting department having to basically fend off all the big names clawing to sign with YG, or the success of the clothing, cosmetics and restaurants and producing tv shows. Or companies like Louis Vuitton investing in and wanting to partner with YG. Or having the highest grossing tours among Kpop companies.

 

I'll just say that YG just had the biggest quarter in the entire history of the company and leave it at that.

 

Fangirls/fanboys always want more, that's what makes them fans. People begging to buy your product is not a C it's an A+.

[electricm]

Who is giving this grade? And why is it so inaccurate?

 

This review is from a fangirl/fanboy perspective and is predictable and at the same time embarrassing. Because from a business perspective YG is at new heights. I'm not going to get into the success of the sublabels signing the best artists (Zion T, Dean soon) or the acting department having to basically fend off all the big names clawing to sign with YG, or the success of the clothing, cosmetics and restaurants and producing tv shows. Or companies like Louis Vuitton investing in and wanting to partner with YG. Or having the highest grossing tours among Kpop companies.

 

I'll just say that YG just had the biggest quarter in the entire history of the company and leave it at that.

 

Fangirls/fanboys always want more, that's what makes them fans. People begging to buy your product is not a C it's an A+.

 

Well, I'm the one giving this grade. It's an opinion. Fair enough that you'd give them an A+, though I find it rich that you criticize my "embarrassing" writing being from a fan's perspective, when your username is literally YGStan?

 

I don't much care about how much money the agency is making, which is why my thoughts weren't centered on that. It's not like I own stock in the company. I care about how well their artists are managed and how their musical output (or in this case, lack thereof) is progressing. Again, my opinion. I'll respect yours, but no need to be rude about it. We all love kpop, right? 

[GRISHA - A Yoonbin Stan]

Forgot about HIGHGRND. You're right... that's a step in the right direction, though I think its roster still needs to be diversified.

 

HIGHGRND, The Black Label, and PSYG. The sub labels are a genius idea to keep their veterans part of YG but also giving them full control of their own labels. However I think YG had the best quarter in a while recently? they signed a fantastic # of actors, and so much expansions. 

 

However if your'e referring to the original YG music department, then i agree with your statements. 

[electricm]

 

 

However if your'e referring to the original YG music department, then i agree with your statements. 

 

Yeah, really just looking at the music department, though I agree with your points about the expansions in other areas. As good as it is for business, this is probably one of the reasons the music side of the agency has seemed so deflated compared to a few years ago. 

[Mogwai]

Thoughtfully written. I'm not fully convinced by your paragraph about fillers, but I suppose that's more of your own personal take on them. Quality (which is subjective in itself) is supposed to be one of YGE's major selling points. That's why YG talks so much about rejecting hundreds of songs to come up with what he deems as the best possible output. BUT I do agree with the gist of your overarching argument, ie. YGE needs to expand their artists' growth in terms of discography and learn to take risks.

 

Also I miss 2NE1. And they better not hide Lee Hi again, I need more of her.

[stanNako]

i remember reading this comment somewhere but it was something along the lines of: "no one hates YG more than YG stans"

 

true af lmao

[Foodielove]

To me

The Artists: A

The Management: F

[kpop fans hate truth]

Hate yg but still want to kiss yg ass..

[TRBL.Mood]

and I'm worried if DEAN really decided to join the Black Label

hopefully they will treat him better than YG

[Lexyann]

To me

The Artists: A

The Management: F

Pretty much this.

 

I totally agree with the OP concerning the management & schedule issues. Some of the artists don't even promote or do anything while on hiatus, which is such a waste of time and the best way to loose fans in the way... This is so frustrating.

 

Instead of making empty promises, just get to work & focus on your artists comebacks. Hire new staff to help.

 

*sighs*

[zhili]

Isn't Yang HyunSuk the main reason for the communication problems between the company and fans?

 

He needs to keep his mouth shut and stop making announcements of releases and debut that are either delayed or never happen at all.  Fans will be more patient if the company stops making false promises.

 

He is also very unlikable and it would be better for the company's reputation if he kept himself in the background like his brother. Fans are interested in YG artists, not in YHS himself. Yet YHS acts like he is some big star gracing us with his interviews and opinions. 

[electricm]

I feel like I need to add a few paragraphs into "the bad" column after yesterday's double whammy of horrible news