From Hip-Hop Powerhouse to Global IP Company... 30 Years of YG, the Next Challenge Is 'The New 30 Years'

Started as Hyeon Planning in 1996, Leading the Popularization of Hip-Hop

Differentiated by 'Musician' Identity—Artists Write Their Own Songs

Last Year’s Revenue Reached 569.2 Billion Won, Emerging as a Global IP Company

"Need for Renewal Beyond Past Legacy to Win Over a New Generation"

Hyunseok Yang, General Producer of YG. Courtesy of YG Entertainment.

YG Entertainment, which led the popularization of hip-hop and R&B in Korea, is celebrating its 30th anniversary. Having started as a hip-hop-focused agency, YG has grown into a global entertainment powerhouse representing K-pop, fronted by acts like Big Bang and Blackpink. However, as the K-pop industry is now entering a generational transition, experts believe that YG’s next 30 years will depend on the successful establishment of next-generation artists, as well as innovation in music, visuals, and performances that resonate with new audiences.

According to YG Entertainment on July 9, YG traces its origins to “Hyeon Planning,” founded in 1996 by Yang Hyun-suk, the former member of Seo Taiji and Boys and current executive producer. Although its first group, Keep Six, did not achieve major success, the musical direction centered on hip-hop, R&B, and new jack swing became a defining brand for YG.

Jinusean, who debuted in 1997, helped establish hip-hop in the mainstream music market with consecutive hits like “Gasoline” and “Tell Me.” Following them, One Time expanded the genre’s reach by blending hip-hop with pop-friendly melodies and performances. During this period, the so-called “YG style,” which prioritized individuality and musicality over formulaic idols, also took root.

YG then established a self-producing system centered around the “YG Family.” In-house producers like Perry and Teddy became the core, while artists themselves wrote rap lyrics and composed music, fostering a creative-driven environment. This strategy of nurturing artists as musicians, rather than simply performers, became YG’s distinctive competitive edge.

Entering the 2000s, YG broadened its musical spectrum. The late Wheesung, Gummy, and Big Mama ushered in a golden age for Korean-style R&B and vocal music, while Se7en pioneered a new model for solo performers, expanding activities to Japan and other Asian markets. Artists like Lexy, Master Wu, Stony Skunk, and 45RPM brought genres such as hip-hop and reggae, previously considered non-mainstream, into the agency system, further broadening YG’s musical horizons.

YG’s golden era began in earnest with the emergence of Big Bang and 2NE1. Big Bang set new standards by achieving successive hits like “Lies,” “Haru Haru,” “Fantastic Baby,” and “Bang Bang Bang,” showing that idols could lead trends in music, fashion, and live performances. In particular, G-Dragon established himself as both a producer and fashion icon, elevating the status of K-pop creators.

2NE1 rewrote the girl group formula. With hip-hop-based music, bold styles, and an empowered female image, they achieved hits such as “Fire,” “I Don’t Care,” and “I Am the Best.” Their music and concepts, which went beyond traditional girl group images, had a significant influence on the direction of later K-pop girl groups.

In the 2010s, YG expanded onto the global stage. Psy’s “Gangnam Style” sparked a worldwide phenomenon via YouTube, becoming a turning point for the globalization of K-pop. AKMU secured wide public appeal, while Epik High added literary rap and a band sensibility. Lee Hi continued YG’s R&B tradition, while Winner and iKON established a new model by revealing their debut process through survival programs.

The key driving force behind YG’s leap as a global intellectual property (IP) company has been Blackpink. Their second full-length album “Born Pink” ranked No. 1 on both the US Billboard 200 and the UK Official Albums Chart. Blackpink became the first Asian girl group to headline the Coachella music festival in the US, and by combining world tours, YouTube, and global brand collaborations, they expanded the K-pop girl group market worldwide. Blackpink has now become YG’s flagship IP, connecting not only music and albums but also concerts, fashion, platforms, and brand business.

The business structure has also transformed significantly. In 2025, YG recorded consolidated revenue of 569.2 billion won and operating profit of 86.9 billion won. The revenue model, once focused on music and album sales, has shifted toward global fandom-driven world tours, merchandise, YouTube, and brand collaborations. The brand identity built on hip-hop and R&B continues to serve as a differentiating factor in the global market.

The main challenge for the next 30 years is the successful establishment of next-generation artists. Currently, Treasure is expanding its fan base through Asian tours, while Babymonster is carrying on YG’s signature style through live performances and stage presence. In September, YG plans to debut a new boy group, followed by the sequential unveiling of a new girl group, “Next Monster.”

Yang Hyun-suk, YG’s executive producer, said, “Babymonster’s new album, which I have prepared with our producers over the past year, will be released soon, and about a month later, Treasure’s new album will also be introduced. We will also sequentially unveil the rookie groups we are preparing.”

Experts point out that YG cannot rely solely on the brand assets it has built over the past 30 years to ensure its future. Music critic Kim Yun-ha commented, “YG expanded the boundaries of K-pop with hip-hop and R&B in the early 2000s, and completed its unique idol formula with Big Bang and 2NE1. Going forward, instead of repeating past success formulas, YG should boldly present music, visuals, and performances that resonate with the new generation.”

This content was produced with the assistance of AI translation services.