YG's 30th Anniversary: What Is the 'Next-Generation Pipeline' Designed by Yang Hyun-suk? [Star Issue]

*This content was translated by AI.View Original

YG Entertainment (hereinafter YG) marked its 30th anniversary on the 20th. While public attention naturally lingers on the past legacies that reshaped the K-pop landscape, YG's internal momentum is already moving toward the future. At YG today, the most active initiatives are not mere retrospectives but next-generation projects that will determine the direction for the next decade.

At this symbolic turning point, Chief Producer Yang Hyun-suk is accelerating plans for future design. The strategy involves placing past and future IPs side by side, officially launching a generational transition. This is a bold approach to tackling the challenge of how to carry forward the legacy of massive senior groups. The industry also views the real focus of this 30th anniversary not as a revival of past glory, but as proof of the effectiveness of the next-generation pipeline.

At the center of this trend stands TREASURE. Having already established themselves as a self-sustaining IP with strong ticket power through global tours and large-scale fan concerts, the group is set to announce a new chapter with their new mini-album 'NEW WAV' on June 1.

Building on the refreshing and warm musical spectrum showcased last year, the label aims to bring its foundational, intense hip-hop energy back to the forefront, sharpening the group's identity. By adding YG's signature musical color to existing mainstream trends, the strategy is to expand the group's reach, earning them recognition as a stable elder brother figure within the next-generation lineup.

BABYMONSTER's momentum is equally formidable. From their debut, they have stood out by highlighting their solid fundamentals and live performance capabilities, positioning themselves as successors to senior girl groups. With their recent third mini-album 'CHOOM', they have further strengthened their hip-hop-based sound and intense performance style, firmly imprinting their unique identity.

Global infrastructure is also being activated rapidly. BABYMONSTER has announced a second world tour covering 18 cities across 27 shows at breakneck speed, accelerating the expansion of their global fandom. The industry analyzes them as an efficient next-generation lineup that reinterprets YG's DNA through the sensibilities of the current generation.

YG's true challenge lies not in stopping here, but in proving the viability of a sustainable pipeline. Simultaneously, preparations are underway for a five-member rookie boy group project, in which Chief Producer Yang Hyun-suk is directly involved in all aspects of production, as well as for the next girl group tentatively named Next Monster.

In the fiercely competitive global K-pop market, securing market dominance with past brand names alone is no longer easy. However, the experience of presenting new musical grammar with each generation remains YG's most powerful asset. At this 30th anniversary milestone, industry attention is focused on how the next-generation cards designed by Chief Producer Yang will prove YG's next era.

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*This content was translated by AI.View Original