BLACKPINK’s Jennie on why she started her own label: “I wanted more freedom”
Jennie of K-pop girl group BLACKPINK has revealed why she started her own label.In December 2023, BLACKPINK’s Jennie announced that she had launched her own label, called Odd Atelier, to start her “solo journey in 2024”. Days later, YG Entertainment confirmed that Jennie, along with her fellow BLACKPINK bandmates, had not renewed their individual contracts with the agency.Earlier this week, Jennie appeared at the KBS Hall in Seoul, South Korea to record an episode for the fourth season of The Seasons, featuring new host Lee Hyo-ri.During her appearance, Jennie told Lee Hyo-ri that while BLACKPINK’s group activities will still be “managed by the same agency I’ve worked with for the past seven years”, she decided to launch her own company as she wanted “more freedom and ease for my solo activities”, per SBS Star.“My long-time crew joined me on this journey.