Dominating Music Charts and Pioneering the YouTube Era… YG at 30 Expanded the Paradigm of K-pop
[문화일보=안진용 기자] Celebrating its 30th anniversary this year, YG ENTERTAINMENT (YG) has become one of the key pillars that shaped today’s K-pop industry. Having discovered iconic groups including BIGBANG, BLACKPINK, 2NE1, and Jinusean, YG’s greatest strength lies in its ability to captivate both dedicated fandoms and the general public alike. The company is also widely credited with expanding the paradigm of K-pop by presenting the essence of “Korean-style hip-hop” in what was once considered a barren landscape for the genre.
Founded in 1996, YG’s earliest identity was built around the concept of the “YG Family.” Much like how the U.S. hip-hop scene centered around crews, with Dr. Dre and Snoop Dogg representing the West Coast and DJ Premier and JAY-Z the East Coast, YG distinguished itself from other entertainment agencies by emphasizing a family-like atmosphere. Rather than perfectly synchronized choreography, its artists freely shared the stage together as one collective.
In the early 2000s, YG made a decisive move by focusing on songs perfectly suited to the era of digital music streaming. Beginning with Jinusean’s “Tell Me” and 1TYM’s “1TYM,” songs such as BIGBANG’s “Lies,” 2NE1’s “Fire,” iKON’s “LOVE SCENARIO,” and BLACKPINK’s “AS IF IT’S YOUR LAST” achieved widespread popularity, becoming songs that even casual listeners could sing along to from memory. As a result, BIGBANG and 2NE1 became the boy group and girl group with the most entries in Melon’s annual Top 10 chart. BIGBANG also became the first artist to place songs in the annual Top 10 across the 2000s, 2010s, and 2020s, while 2NE1 remains the only girl group to achieve four consecutive years in Melon’s annual Top 10.
YG is also recognized as one of the pioneers in utilizing YouTube, a platform that played a pivotal role in the globalization of K-pop. “Gangnam Style,” which became the first K-pop song to surpass 6 billion cumulative views this year, was released while PSY was signed to YG. The song ranked as the world’s most-viewed music video from 2010 to 2023. In addition, BIGBANG’s “FANTASTIC BABY” became the first K-pop boy group music video to surpass 100 million views, while G-DRAGON’s “Crooked” became the first music video by a Korean male solo artist to reach the same milestone. Today, BLACKPINK has carried on that legacy, recently becoming the first artist in the world to surpass 100 million YouTube subscribers.
The first K-pop groups to break through the high barrier of the U.S. Billboard charts also came from YG. BIGBANG’s “ALIVE” became the first album by a K-pop group to enter the Billboard 200, while G-DRAGON’s “ONE OF A KIND” became the first album by a Korean male solo artist to enter the chart. Likewise, 2NE1 became the first K-pop girl group to break into the Billboard 200 Top 100.
After experiencing ups and downs following several unfortunate incidents, YG is determined to make its 30th anniversary year a fresh turning point. Celebrating the 10th anniversary of their debut, BLACKPINK wrapped up their third world tour earlier this year, while BIGBANG, marking their 20th anniversary, will return next month. With BABYMONSTER and TREASURE continuing their strong momentum, YG will also launch a new group this fall, welcoming a new generation into the YG Family.
YG stated, “Live-centered productions that allow artists and fans to truly connect, along with the energy of live performances, are the essence of what YG strives to preserve,” adding, “Building upon the heritage we’ve accumulated over the past 30 years, we will open a new chapter.”
2026. 7. 27.
