BLACKPINK’s Jennie has officially announced her solo career by establishing her own label, ODD ATELIER, aka OA.
On Christmas Eve, Jennie took to her Instagram to reveal the news of her independent label ODD ATELIER. “This year was filled with many accomplishments, and I’m so thankful for all the love I’ve received,” she wrote. “I’m also excited about what’s to come, as I start my solo journey in 2025 with a company that I have established called OA. Please show lots of love for my new start with OA and of course, BLACKPINK.”
ODD ATELIER, co-founded by Jennie and her mother in November this year, marks a significant step in her career. The announcement was highlighted with a black-and-white profile picture of Jennie with the new OA team members.
This move is particularly notable as it is the first official announcement regarding solo activities from a BLACKPINK member. Earlier this month, YG Entertainment confirmed the group’s renewal of their contract, several months after their original contract expired in August. The specific terms of the renewed contract have not been disclosed, but the girls are expected to continue on as BLACKPINK, releasing new albums and embark on world tours.
Following Jennie’s announcement, there is speculation that other BLACKPINK members might also take individual paths. Jisoo is expected to establish her own label similar to Jennie, especially with her growing ambition in acting.
Lisa is anticipated to have a more active international presence, heightened by her global attention, including her relationship with LVMH’s Frédéric Arnault, CEO of TAG Heuer. Her path has set her apart from other K-pop artists, including performances like her appearance in Crazy Horse, raising expectations for her to showcase a diverse range of activities beyond music.
Rosé’s future endeavors are currently shrouded in speculation, with rumors swirling about whether she’ll remain with YG or take a different direction. This uncertainty is further fueled by her widely speculated October meeting with Ron Perry, CEO of Columbia Records, a subsidiary of Sony Music.
Cultural critic Kim Sung Soo commented, “Jennie’s establishment of her label seems to be a move for more freedom in her solo activities. While establishing a label and transferring can enhance an individual’s brand value and maximize earnings, it also comes with the risk of bearing responsibilities alone. Hopefully, she will set a good precedent for future K-pop artists.”