Netizens have pointed out HYBE's alleged "media playing" of its other artists while "minimizing" the success of BTS.

Here's what people are saying.

HYBE Labels Accused of Dismissing BTS' Success While Media Playing Other Artists

Many K-pop stans are aware of how HYBE was formed. With its roots tracing back to 2005 when it was founded by Bang Si Hyuk as Big Hit Entertainment, the once small agency gradually transcended into immense success through the efforts of BTS and ARMYs.

The growth was so massive, that it eventually became considered one of the titan companies in the K-pop industry, and ultimately turning the "Big 3," composed of SM, YG, and JYP, into the "Big 4." Afterwards, the company became HYBE Labels in 2021.

The present HYBE houses multiple subsidiaries, such as BIGHIT MUSIC, Source Music, PLEDIS Entertainment, ADOR, and KOZ Entertainment. Its artists, apart from BTS and TXT, also include top acts such as NewJeans, SEVENTEEN, LE SSERAFIM, and many more.

However, from 2022 to 2023, all seven members of BTS enlisted in the military, sparking discussions about their impact on the music industry and the effects of their absence.

On March 21, an online forum titled, "HYBE's media play is too severe" was established, calling the attention of netizens. The author uploaded numerous headlines from Korean news outlets, accusing HYBE of "hyping" its other artists amid the absence of BTS.

Translation: "HYBE filling BTS' emptiness with NewJeans"

Translations:

• "Hybe = BTS. Highest ever performance in the second quarter by diversifying revenue sources"
• "The absence of BTS confirms the competitiveness of other artists. Contribution from NewJeans and others increases"
• "BTS enlistment, debut of 4 Hybe teams. TXT, Seventeen comeback announcement"
• "Hybe, 'We will debut 4 groups,' Suggesting an alternative to BTS' enlistment"
• "Following BTS, Seventeen, TXT, and ENHYPEN also succeeded, responses for rookies are also good"
• "I can't feel BTS' empty space. HYBE is growing again this year"
• "Were there any empty seats after BTS?" NewJeans sweeping the charts, they're really at work aren't they?"
• "HYBE needs to approach BTS military service issue flexibly. SEVENTEEN and NewJeans activities will increase"
• "Will NewJeans surpass BTS? 'OMG #95 on Global Spotify's weekly chart"
• "The next BTS was NewJeans, HYBE found their best answer"
• "BTS' empty seat was filled by NewJeans. HYBE rose by 52% in 2 months"
• "BTS' empty seat filled by NewJeans.' HYBE is growing again"

In the comments, netters were dismayed towards the company and for allegedly downplaying the success of BTS. Here's how they reacted:

• "Wow, meanwhile, they still have to include BTS in all of their articles."
• "Who media plays like that? Can they not succeed without mentioning BTS... Hybe-yah you're dirty."
• "Hybe is working hard with mepiaplay."
• "It's because their singers are bigger than the company, they need to resort to this kind of bulls**t."
• "They seem so desperate. It's been many years that we've been reading articles about how 'they'll be fine without BTS."
• "They've been doing this for years now. They think that shareholders are fools, so they resort to media playing like that. Hybe's stocks need to fail."

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Written by Israel Monte