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Amidst the topic of BLACKPINK‘s contract renewal and the group’s 7th anniversary, hints from the members have netizens accusing YG Entertainment of “media play.”

Members of BLACKPINK | @sbskpop/Twitter

Since debuting in 2016, BLACKPINK quickly became one of the biggest groups in the world, shining with both their group and solo promotions in music, acting, and ventures with designer brands.


Like many K-Pop groups approaching anniversaries, 2023 has been a hot year for BLACKPINK as the group’s exclusive contract with YG Entertainment is set to finish. The past few months have been full of speculation and rumors as netizens tried to predict the future of the group.

At the end of August, the topic of the renewal had already become a hot topic online. In particular, with the number of articles and rumors going around, one post gained attention after pointing out that it could all be “media play,” with YG Entertainment dragging out the process to create hype.

Blackpink’s contract renewal countdown could just be a marketing tactic
by u/moco-7 in kpopthoughts

The post itself gained mixed reactions from netizens, with some agreeing but others genuinely thinking that YG could be struggling to get the members to renew. Yet, the topic of YG’s approach to the members’ renewal contracts has come up again on the group’s 7th anniversary.

August 8 marks the anniversary of BLACKPINK’s debut, and the members shared some beautiful pictures and posts to celebrate the special day.

| @lalalalisa_m/Instagram
| @lalalalisa_m/Instagram
| @roses_are_rosie/Instagram

As soon as it turned midnight on August 8, Jisoo surprised fans with a Weverse live, and fans couldn’t hide their excitement when the idol seemingly hinted at the future of the group. Jisoo explained that she was excited about the group’s eighth anniversary because it would be on August 8.

It wasn’t surprising that fans took it as a sign that they didn’t have to worry about BLACKPINK’s future.

Rosé then surprised BLINKs with a special Instagram Live broadcast.

While chatting with fans, the idol got fans’ hopes up with her own closing comments that seemed to cement the future of BLACKPINK. During the live, the idol explained her hopes for the group’s future, and it seemed positive.

 I’m so grateful for every single one of you guys… for everyone who is watching thank you so much for supporting BLACKPINK for the past seven years and more years to go, super grateful…

— Rosé

| @roses_are_rosie/Instagram 

After Jisoo and Rosé’s comments, BLINKs hit back at YG Entertainment for taking advantage of all the hype around the contract renewal.

While it seems like the members wanted to continue and hinted at it, they didn’t understand why the company couldn’t be clearer with them and wondered if it was to continue the hype around the company.

In particular, before the idol’s live, a new article had been released about the announcement of their contract renewal being delayed, as it was expected to be released on the anniversary.

Many BLINKs shared their anger at the constant delays of the announcement, how YG handled it, and the impact it would have on fans.

For any K-Pop fan, the moment a group is set to renew their contract is stressful as the future seems unclear. Many BLINKs want answers, and to drag it out after the group’s anniversary seems unfair to the fans.




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