YG at 30: A History of K-pop Innovation That Changed the Landscape of Music, Performance, and Fashion
[일간스포츠=유지희 기자] Since its establishment, YG Entertainment (hereinafter YG) has continued to pursue differentiated attempts within the entertainment industry under the guiding principle of ‘VIBE THE NEW FLOW.’
◆The power of self-production: an in-house producing system
The core driving force behind YG’s music is its ‘in-house system,’ which brings together the capabilities of its internal producers. From the earliest stages of production, YG has worked closely with its artists to reflect each of their personalities and strengths in the music.
The self-producing direction that began with members of 1TYM directly participating in album production became firmly established through G-DRAGON. It later became the foundation for YG artists such as AKMU, WINNER, iKON, and TREASURE to grow into creators who write and produce their own music.
◆From light sticks to survival shows and USB albums: leading K-pop culture
YG has also led paradigm shifts in the way music is consumed and in production formats.
Starting with SE7EN’s ‘7 Bong’ and BIGBANG’s ‘Bang Bong,’ YG established light sticks as both symbols of fandom and elements of concert direction. In 2006, it also laid the groundwork for agency-produced rookie survival programs with ‘Real Documentary BIGBANG,’ while continuing new attempts such as the pirate-broadcasting concept ‘2NE1 TV’ and its own internet broadcast ‘YG On Air.’
Album release strategies were no exception. Beginning with BIGBANG, YG actively introduced the mini-album format to shorten comeback cycles, and through G-DRAGON’s USB album release, it sparked discussion about the category of physical albums and the standards for official chart counting.
◆World tours and global festival headliners: expanding the horizon of live performance
YG has also left major marks on the concert industry. In 2006, it held a joint overseas tour featuring its artists to commemorate the company’s 10th anniversary. In 2012, BIGBANG became the first Asian artist to hold a world tour in collaboration with Live Nation, while 2NE1 became the first Korean girl group to hold a world tour.
In stage production, YG also took the lead in introducing the ‘nude stage,’ which reduced obstructed views, as well as the latest lighting and sound systems. Its expansion onto global festival stages has also stood out. EPIK HIGH was invited to Coachella in 2016 as the first Korean popular music act to do so, while BLACKPINK elevated their status by becoming the first Asian artist to headline both Coachella and the United Kingdom’s Hyde Park in 2023.
◆Influence extending into fashion and lifestyle
The styling of YG artists has also created a major ripple effect in popular culture and the fashion world. Representative examples include SE7EN’s wheeled shoes, Heelys, BIGBANG’s high-top sneakers and studded details, and 2NE1’s kitsch looks.
In particular, G-DRAGON opened the door for collaborations between K-pop artists and luxury brands when he was selected in 2015 as CHANEL’s first Asian male global house ambassador. BLACKPINK, meanwhile, has also proven their presence at Paris Fashion Week and beyond, with all members selected as ambassadors for different global luxury brands.
◆Practicing sustainable management and social responsibility
Building on its achievements, YG is also accelerating its social contribution and eco-friendly activities. Starting with the ‘YG WITH Campaign’ in 2009, the company carried out ‘Project Your Side’ to help bridge cultural gaps in regions outside the capital area, receiving a Minister of Culture, Sports and Tourism Award. It has also supported cochlear implant surgery costs and music rehabilitation programs for children with hearing loss.
Since 2021, YG has introduced eco-friendly materials into album production and included an eco-friendly album roadmap in its ‘2025 Sustainability Report.’ Its artists, including WINNER, BLACKPINK, and TREASURE, have also actively taken part in campaigns responding to climate change and protecting the environment.
In the performance sector, YG has continued innovation by introducing an accessibility manager system for wheelchair users and calculating greenhouse gas emissions. After becoming the first Korean entertainment company to publish a sustainable performance report in 2024, YG expanded its application to overseas tours in 2025, continuing its steps toward a sustainable future.
2026. 7. 22.
