YANG HYUN SUK’s Touch Makes a Difference: YG DNA Reaffirms K-Pop’s Pride
[OSEN=최이정 기자] YG Entertainment’s (hereafter YG) executive producer YANG HYUN SUK’s capabilities are being reconfirmed these days. The group BABYMONSTER, led by executive producer YANG HYUN SUK, is gaining momentum in the global K-pop scene with solid fundamentals and songs that revive YG’s musical DNA. Reviews are pouring in, stating “as expected, it’s YG” and “YG’s conviction is the pride of K-pop.” While the absence of producer Teddy, who was known for YG-style music, had sparked both curiosity and concern, the achievements made directly by YANG HYUN SUK are reaffirming his reputation. Furthermore, YANG HYUN SUK is drawing attention with a more proactive approach, personally delivering the packed new song schedules of the artists under YG.
Since his return last year, YANG HYUN SUK has been solidifying YG’s identity while showcasing positive changes. On the 20th, YG posted a video titled “BABYMONSTER / TREASURE | YG ANNOUNCEMENT (2024 Release Plan)” on their official social media, featuring an interview with YANG HYUN SUK. In the video, YANG HYUN SUK unveiled the second half roadmap for the groups BABYMONSTER and TREASURE.
YANG HYUN SUK announced, “We plan to release a full album around September or October,” and added, “Before that, we will pre-release a new song in early July,” delighting fans.
Earlier this year, YANG HYUN SUK, who oversees creative fields including music, had revealed that the number of internal producers had increased from around 10 to 40-50. This indicates a faster pace for upcoming projects. By officially returning to work last year, YANG HYUN SUK aims to address fans’ complaints about the lengthy comeback cycles of YG artists and to harmonize the desired direction of fans with a more structured system for positive outcomes.
Recently, YANG HYUN SUK’s musical focus has been on BABYMONSTER. BABYMONSTER members are being recognized as perfect all-rounders in live performances, stage manners, and more, standing out as a product of craftsmanship rather than a “factory-produced” idol group. As the first YG girl group not produced by Teddy, BABYMONSTER’s strength lies in their fundamentals. Consistently advancing YG’s unique hip-hop-based DNA and steadily improving the members’ skills led to reactions like, “The originality of a group that competed hard, built skills, and debuted is alive,” and “It’s been a while since I’ve seen a singer that gives me goosebumps live.”
Moreover, BABYMONSTER did not gain instant popularity but instead achieved meaningful success by being recognized for their skills by the public, establishing themselves as the mainstay of the 5th generation. Despite being seen as too “YG” in an era where easy-listening and challenge music is popular, this YG style had a dedication to basics, proving that these fundamentals are timelessly hip.
TREASURE, which is expanding its musical spectrum and gaining global popularity, is also preparing for a meticulous course, from new song releases to album launches. YANG HYUN SUK mentioned, “TREASURE is very busy with their Asia tour, but fortunately, they have a 2-3 week break. I’m glad we can introduce new songs during this time.”
He added, “The new songs will be quite different from what we’ve released so far. The keyword ‘KING KONG’ itself is strong, so we plan to showcase powerful performances,” and promised, “We will do our best to produce TREASURE’s album coming this fall.”
AKMU is also in the spotlight. AKMU set a record for the longest time at number one on Melon’s weekly chart in 2023 with their fourth single “Love Lee,” reaffirming their consistent musicality. As AKMU draws attention for their unique music style, they will return on June 3 with the third story of the ‘EPISODE’ series. Thus, after TREASURE releases their new song “KING KONG” on the 28th, AKMU will be the next YG artist to make a comeback.
In January, YANG HYUN SUK drew attention by purchasing 20 billion won worth of company shares. This move was seen as securing growth momentum for YG’s new beginnings, expressing YANG HYUN SUK’s determination for business growth. Additionally, this strengthened YG’s competitiveness in the global market.
A YG official stated, “Executive producer YANG HYUN SUK, who discovered and trained artists like BIGBANG, 2NE1, and BLACKPINK, and turned them into global stars, is now leading new projects.” Indeed, major projects are gradually taking shape.
The successes of BIGBANG, 2NE1, and BLACKPINK in the global K-pop market, providing AKMU an environment to maximize their musical individuality, and establishing BABYMONSTER as the pride of K-pop with uncompromised fundamentals, are all possible due to YANG HYUN SUK’s conviction. Preparing thoroughly and launching perfectly crafted groups, YANG HYUN SUK’s insistence on musical perfection aligns with the virtues that the current K-pop scene should embody and meets the needs of global fans.
The past year’s remarkable changes in YG, driven by the swift and vigorous work ethic, highlight why YG has changed since YANG HYUN SUK’s return after a four-year hiatus.
2024. 5. 26.
