After announcing her separation from YG to establish her own company, Jennie (Blackpink) continuously had outstanding activities in early 2024.

At the end of December 2023, Jennie (Blackpink) officially announced on her personal account the establishment of a management company called ODD ATELIER (abbreviated as OA).

OA introduces itself on its website, “this is a brand founded by Jennie in November 2023”, with the goal of “creating new things, attracting attention in a different or unexpected way”. .

Immediately afterwards, YG Entertainment also confirmed that all four Blackpink members did not renew their individual contracts with the company. Currently, Jisoo, Jennie, Rosé and Lisa are only under YG’s management in group activities (such as releasing songs, group albums, global tours…), and individual activities will from now on be managed by 4 people. The girl decides for herself.

In addition to Jennie establishing her own company, Jisoo is expected to join her brother’s company in Korea. Meanwhile, Rosé and Lisa have not made a clear move regarding personal direction.

Jennie (Blackpink) founded OA company. Photo: Instagram

The fact that Jennie has her own management company is supported by fans. Because after 7 years of operation, the female singer has learned a lot of experience from YG, and built a position and relationships in the industry.

Jennie’s mother is also known to be a high-ranking figure in the entertainment industry. According to Korean media, Jennie’s mother holds the position of Director and shareholder of CJ E&M – Korea’s leading entertainment and media company. Some sources said that Jennie and her mother are co-founders of OA company.

After announcing the launch of her own company, Jennie continuously had outstanding activities.

On the first day of the new year, luxury fashion brand Chanel announced the Coco Crush 2024 jewelry campaign, promoted by ambassador Jennie.

Jennie in Chanel’s Coco Crush 2024 campaign. Photo: Instagram

Jennie is currently one of the leading ambassadors of the French fashion company. The female singer is increasingly strengthening her position in the fields of fashion and advertising.

On January 4, Korean cosmetic brand Hera also announced a new 2024 campaign “Rouge Classy”, with female ambassador Jennie as the representative face.

Jennie advertises Hera cosmetics in 2024. Photo: Instagram

Not only music and fashion, Jennie is having diverse directions for her solo career. The female singer “attacked” the small screen by appearing on many highly anticipated television shows.

tvN has introduced Jennie and guests Yoo Jae Suk, Lee Jung Ha, Cha Tae Hyun, Oh Na Ra, Yang Se Chan to participate in the new variety show “Apartment 404”, which will be broadcast. mid-February.

Recently, a video revealing the program made the audience curious. In it, Jennie attracted attention with her funny and adorable expressions.

Jennie has interesting expressions in the show Apartment 404. Photo: tvN

In addition, on January 2, Jennie appeared as the first guest of the music talk show “The Seasons: Lee Hyori’s Red Carpet”, hosted by “sexy queen” Lee Hyori, and broadcast on the station. KBS.

On the Red Carpet stage, Jennie brought her solo song “You & Me” to Korean television for the first time. The Blackpink member’s voice and beautiful appearance received many compliments.

Also in the program, Jennie shared the reason for leaving YG to establish her own company. The female singer said that after many years of being a trainee and 7 years of working under YG, she wanted to be more free and comfortable in her personal direction.

Jennie chatted with Lee Hyori on KBS. Photo: KBS

Jennie affirmed that currently, she is still doing well with the 4 Blackpink members under the general management of YG, and at the same time, OA company is in the phase of testing new things. Jennie also revealed her goal of releasing a solo album in 2024.

Jennie’s exciting moves excited fans.

During the past 7 years, YG has played an important role in bringing Blackpink to the top, but the company has also been criticized for not having the investment, creativity and direction commensurate with the status of the 4 girls.

Separating from YG is an opportunity for each Blackpink member to find a more suitable company and environment, promoting their solo career to new breakthroughs.