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BLACKPINK's Jennie Launches Her Label & Company, OA

"The SOLO singer made her highly anticipated debut with a personal label titled OA"

The Fashion Enthusiast
BLACKPINK's Jennie Launches Her Label & Company, OA

BLACKPINK member Jennie / The following source is from NEWS1

After a massive 2023 that included the release of long-awaited solo material, an acting debut in the HBO series The Idol, headlining Coachella as part of BLACKPINK's record-breaking Born Pink world tour, and being named an Honorary Member of the Order of the British Empire, Jennie closes the year by announcing her next major step.

On December 24, around noon local time in South Korea, Jennie announced to her 82 million-plus Instagram followers the creation of an account called OA with the handle @oddatelier, as well as the establishment of a company for her "solo journey."

The full message is as follows:

Hi, this is Jennie. This year was filled with many accomplishments, and I’m so thankful for all the love I’ve received. I’m also about what’s to come, as I start my solo journey in 2024 with a company that I have established called OA. Please show lots of love for my new start with OA and of course BLACKPINK. Thank you.

With three new photos of Jennie, the OA Instagram account quickly gained a half million followers in just a few hours and should continue to grow as fans learn about the star's big news. The caption appears on two photos:

OA, which stands for ODD ATELIER, is a space that aims to create new things that attract attention in a different way from what is usual or expected. It is a label founded by artist JENNIE in November 2023.

With the word atelier translating to "workshop" in French (a language Jennie studied), the brand name translates to "odd workshop" in English.

Jennie's announcement comes after it was revealed earlier this month that BLACKPINK had re-signed its contract with founding agency YG Entertainment to continue activities as a group. The announcement (which delighted fans worldwide and YG stockholders after the company's shares rose 26 percent, according to regulatory filings) made no mention of the four members' contracts, which are signed in addition to group contracts. Jennie is the first BLACKPINK member to announce plans to launch her agency for her solo career, while it remains to be seen whether Jisoo, Rosé, and Lisa will re-sign with YG Entertainment individually or pursue other opportunities.

While Jennie was introduced to YG during her training period in 2012, this past August marked the seventh anniversary of BLACKPINK's debut on the K-pop scene (with their explosive singles "BOOMBAYAH" and "Whistle") as well as the standard initial contract length for K-pop artists (who can attempt to negotiate what future terms look like should they stay with the label). After months of uncertainty and consternation regarding BLACKPINK's relationship with YG, this group, and Jennie's news may help predict the future.

While the involvement of multiple agencies and management complicates group activities, the move is not uncommon in the K-pop industry. Some singers, like Girls' Generation, 2 PM, Infinite, GOT7, and MAMAMOO before them, will move to new labels or establish their own while remaining loyal to the group. Jennie mentioned BLACKPINK specifically in her first message introducing OA, as well as a recent Billboard interview in which she promises that the group will "keep bringing you music and performances that light up your world," all point to BLACKPINK being prioritized.

For Jennie, the possibilities that a company like OA can provide feel incredibly open-ended for the multidimensional star. While OA refers to itself as a "label," the term could refer to Jennie's solo music career, her fashion label, or something unconventional if she wants to fully embrace the odd in ODD ATELIER. Jennie's world-dominating potential feels greater than ever with the right team supporting her bright future after already dabbling in modeling, booking spots across US and Korean TV, launching an app, starting a YouTube channel, and endorsement deals with everything from Chanel and Calvin Klein to soju and bedding.


Credits: Forbes


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Emily Adams is a passionate fashion enthusiast with a keen eye for emerging trends and a deep appreciation for timeless style. With years of experience in the fashion industry, Emily brings a unique perspective to The Fashion Enthusiast. Her articles seamlessly blend the latest runway looks with practical tips for incorporating high fashion into everyday life.

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