Why did BLACKPINK's Jennie not renew with YG Entertainment for solo activities? She finally reveals

BLACKPINK fans, known as Blinks, displayed varied reactions when the quartet of idols – Jisoo, Jennie, Rosé, and Lisa – extended their contract with YG Entertainment. However, their sentiments took a positive turn when it was revealed that these contract renewals pertained solely to group activities. As 2023 drew to a close, YG Entertainment officially affirmed that the four members would not be extending their agreements for individual pursuits.

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Shortly after this information became widespread, the group's rapper, Jennie, made headlines by announcing the establishment of her label. Unveiling ODD ATELIER on December 23, 2023, she disclosed her motivation for creating the company, aiming to "attract attention in a different way from what is usual or expected."

In the aftermath of the revelation, Jennie made a guest appearance on Lee Hyori's recent talk show, "Lee Hyori’s Red Carpet." During the interview with the veteran star, she candidly discussed her choice to pursue solo endeavours outside the confines of YG Entertainment.

Jennie clarified that while she desired to continue group activities with YG owing to their enduring 7-year partnership, her pursuits demanded a sense of liberation and comfort. 

"I wanted to do group activities with the company I had been with for seven years, but I wanted to be freer and more comfortable in my activities, so I carefully founded a company called OA. I will work with the crew I have been with for a long time. I wanted to be able to do all my activities freely," she said.

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Expressing gratitude for the valuable lessons learned at YG Entertainment, Jennie revealed that her decision to establish her own company was inspired by a period of introspection where she questioned her true aspirations for the future.

"I learned so much (at YG), and since it was a company where I started as a trainee from the beginning, there was so much I could do and learn, so I asked myself, ‘What can you do on your own in the future?’ I thought, 'Let's face it with courage'," she added. 

About Jennie in 2024:

Despite the recent commencement of 2024, accolades are pouring in for Jennie, who has already garnered widespread praise for her busy schedule. In the initial days of the year, fresh images of Jennie endorsing Hera and Coco Chanel were unveiled.

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Jennie is set to take on a role in the upcoming show "Apartment 404," with the trailer being unveiled on January 2. Netizens eagerly anticipated the chance to witness Jennie showcase her talents on a variety show, marking her return to this format after what felt like an extended period.

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