— From 2015 MAMA to 2NE1's breakup to BLΛƆKPIИK's riseup
Do you remember 2015 MAMA? Various k-pop stars attended the awards and showed high quality performance, electrifying k-pop fans all over the world. Which was your best stage? Well, it's hard for me to pick just one, but I'm sure many of you were surprised at 2NE1's appearance on the awards.
As you know, 2NE1's Park Bom got into trouble due to her drug issue and had hard time for sel-restraint and self-reflection for more than a year. However, she has never apologized for it and just made a surprise comeback at 2015 MAMA. That's why many people blamed her for her shameless.Well, what do you think? I can't say there was no problem, but I think it was YG's smart strategy. People in the world of k-pop usually call Yang Hyun Suk "adventurer", and he certainly showed his ability as a bord businessman through 2015 MAMA.
MAMA is not a just award ceremony. MAMA always tries to keep a balance among big k-pop agencies, such as SM and YG, and what determines the winners of MAMA is sometimes - or always - the power relationship between MAMA and k-pop agencies.
So, in 2015, YG was in a conflict with Mnet because "M Countdown" exclude iKON's new song from its chart, and the agency could have boycotted 2015 MAMA. However, Mnet made a ceaseless effort to soothe the powerful k-pop agency because the broadcasting company really needed YG's BIGBANG and PSY to make 2015 MAMA a scucces. But Mnet can't just ask the YG artist to attend the award ceremony. Because, yeah, it's a system of give and take. Then, what do you think was YG's demand? Firts, awards. Big Bang received 4 awards, and iKON became the besr new artist at 2015 MAMA. Second, high quality stages for its artist. Big Bang, PSY, and iKON showed outstanding performance at 2015 MAMA, while Mnet provided full support to them. But, that's not all. There was one more thing what YG wanted. Yeah, it was 2NE1's surprise appearance.
MAMA is the end-of-year musis award ceremony, and there was no reason for 2NE1's apprearance in 2015 MAMA because 2NE1 didn't release any new albums in 2015. Mnet knew about this but couldn't reject YG's proposal because the broadcasting company needed YG's famous stars. And for YG, 2015 MAMA was a great chance to bring 2NE1 back into the world of k-pop. In a word, 2015 MAMA was a great show for YG.
So, through 2015 MAMA, Mnet could become close with YG. However, YG is not the only big k-pop agency. Yeah, Mnet had to care about its relationship with SM too, and that's why 2015 MAMA gave a total 8 awards to SM artist. However, it was an iconic matter that just 3 of Girl's Generation members attended the ceremony and Girls' Generation TTS didn't perform its new song "Dear Santa" at 2015 MAMA. To SM, 2015 MAMA was totally unsatisfactory because, yeag, as I said, it was a great show for YG.
YG Entertainment finally made an official announcement about 2NE1's breakup in November 2016. Well, it absolutely was a very sad news for Black Jack. Park Bom's drug scandal in 2014 was the prologue to 2NE1's breakup. Since then , 2NE1's comeback has been delayed again and again, while Minzy, who felt frustated about just wasting time doing nothing decided to leave the team in April2016. Minzy couldn't even have a chance to release her solo album during 2NE1's 2-years hiatus, and she suffered from anxiety about her future.
Since Minzy left 2NE1, the rest 3 members, CL, Sandara Park and Park Bom have prepared for their comeback, and YG hoped 2NE1will make another strong comeback. However, things have changed. Just before YG made an official announcement about 2NE1's breakup, people in the k-pop world raised the possibility that 2NE1's comeback will be delayed again due to “Choi Soon Sil Gate”. Korea was being rocked by the political scandal, while YG has been suspected to be connected to the scandal in some way. In this situation, people began to believe that Park Bom could escape punishment thanks to President Park Geun Hye's confidants Choi Soon Sil and Chae Eun Taek, while the public criticism againts her got stronger again. What do you think it means? CL and Sandara Park might have to wait another 2 years to make a comeback as 2NE1 due to Park Bom. Don't you think it's too harsh to them? So, YG concluded that the agency couldn't control this kind of situation any more and it had no choice but to part with. By the way, do you think YG decided to part with Park Bom only because the agency is worried about the future of the 2NE1's members? No, that's not all.
You know, YG's new girl group BLΛƆKPIИK debuted in August 2016. When BLΛƆKPIИK debuted, the girl group received great attention from people because, yeah, the girl group was first ever YG's rookie girl group in 7 years. Of cource, some people said they could never be as successful as 2NE1, but the result exceeded expectation. BLΛƆKPIИK has topped various music charts with their debut album, gaining huge popularity at home and abroad. And the girl group made a very successful comeback with their second album in November 2016.
What do you think one of the reasons why YG didn't even think about 2NE1's breakup when Park Bom linked her name with a drug scandal in 2014? It was because 2NE1 was one and only girl group who could make big money for the agency. But things have changed. BLΛƆKPIИK is doing great in the k-pop world, and YG is now zeroing in on the young and fresh girl group. What YG thinks about BLΛƆKPIИK is that the girl group has as good singing ability as 2NE1 but is much prettier than the girl group. It's true YG's growth was largely credited to 2NE1, but at this point in time, YG's hope is BLΛƆKPIИK, not 2NE1.