It’s that point of yr once more! Whereas December is crammed with year-end countdowns, I like to have a look again at a few of Okay-pop’s largest businesses throughout November. Earlier than studying (particularly in case you’re new to the weblog), it’s useful to know that my grading focuses most closely on music releases and the way comebacks are managed and delivered to followers. Scandals and non-musical components can actually influence an company’s grade, however the largest standards will all the time be the music itself. Following SM Leisure‘s evaluation, it’s time to dive into HYBE Company.
As common, the ideas under are my very own and aren’t aware about any insider info. There will probably be loads of subjective critique.
The Good
It’s grow to be trendy to assert that HYBE is “ruining Okay-pop,” and I have to admit I’ve had my criticisms of the company previously. However I’d argue that, an increasing number of, they’re liable for a lot of the yr’s greatest music – particularly among the many “large 4” businesses. A part of this is because of sheer amount. They’ve so many artists and sub-labels beneath their umbrella, virtually guaranteeing there will probably be one thing for everybody. However amidst a few of HYBE’s inventive struggles (extra on that later), their suite of 2025 songs is numerous and sometimes fairly robust.
Humorous sufficient, the company that began all of it (Large Hit) ended up producing my least favourite music of the bunch. However even when songs weren’t to my style, there’s no denying the success of BTS’s solos, TXT’s comebacks and the buzzy debut of recent group CORTIS.
Subsequent we’ve acquired Pledis Leisure, which was truly probably the most worthwhile division of HYBE this yr. I’m positive that’s principally as a result of Seventeen, who launched each full group and sub-unit materials and (in fact) toured extensively. However for me, TWS proceed to steer the cost with a lot of my favourite music of 2025 (and a profitable Japanese debut, in addition!).
Belift Lab continued to bear fruit, with unimaginable gross sales for ENHYPEN. They’re firmly on the A-level now with regards to recognition. After a profitable debut yr in 2024, ILLIT’s music actually clicked with me this yr. Each their Korean and Japanese work was robust and I really feel like they’re beginning to lean into extra attention-grabbing sounds.
Subsequent up we’ve acquired KOZ Leisure, house to Zico and BOYNEXTDOOR. The previous principally labored behind the scenes whereas the latter loved an especially profitable yr. Not solely did they launch one of many yr’s largest chart hits again in January however additionally they grew to become million-sellers. That’s vastly spectacular.
Lastly, Supply Music’s LE SSERAFIM proceed to chug alongside. I discovered their 2025 work to be a step up from final yr, and new single Spaghetti is trying like a bonafide chart hit.
Shifting into worldwide markets, HYBE’s international initiatives additionally noticed large success. Katseye proceed to be a really buzzy act worldwide and simply scored a Grammy nomination for greatest new artist. In the meantime, Japanese act &TEAM grew to become million sellers in each Japan and Korea, kicking off what’s positive to be a mega-successful run for them. New group aoen is ready to observe of their footsteps, debuting this yr.
Aside from the musical facet of issues, HYBE’s idols simply appear to be in all places. Selection, ads, MC positions… You possibly can’t flip your head in any course with out seeing no less than one among them. Detractors will doubtless level to the company’s huge sources giving them the flexibility to purchase most of those positions, and that’s most likely true. Nonetheless, I’ve discovered the idols themselves to be a number of the most partaking personalities of this Okay-pop technology and I’m actually not bored with seeing them.
The Dangerous
Whereas I’ve cherished loads of songs from HYBE this yr, they’re the company most liable for the “brief working size” development in Okay-pop. I’ve grow to be so bored with implausible music neutered of its potential as a result of it’s not given the house wanted to completely develop. I’ve personally needed to cobble collectively “prolonged variations” of a few of my favourite HYBE songs this yr simply to make them extra satisfying. I mustn’t have to be doing the producers’ work for them. HYBE is releasing good music and I would like them to have faith in that and let their songs breathe. Two minutes is simply not sufficient.
A number of the musically weaker acts this yr had been particularly susceptible to this development. I don’t assume Large Hit is aware of what to do with TXT’s music. Their discography has seen a precipitous drop in high quality over the previous few years, and sadly that prolonged to member Yeonjun’s solo debut this month. Equally, CORTIS’s meme-friendly sound has not been for me. I perceive that many find it irresistible and it connects with a sure demographic, however I’m disheartened by the truth that they’re the primary of the company’s teams I can’t actually get behind – no less than to this point.
With members of Seventeen heading into the navy, that’s a giant loss for HYBE’s roster. Fortuitously, BTS are set to make their return subsequent yr so that may doubtless mitigate issues. Nonetheless, the company has been in a bizarre spot for many of this yr, absent a few of their heaviest hitters.
Then, in fact, there’s the missed potential of NewJeans. I’ve given up on following the travails of their courtroom circumstances. For now, plainly they’re out of the image and no different HYBE group has but to completely recapture that buzzy worldwide enchantment.
Lastly, the jury’s out on HYBE’s first push into the Latin market with upcoming boy group Santos Bravos. It’s laborious for me to guage the excitement round these guys because it’s a market I don’t observe intently, however my guess is it’s going to be a sluggish burn success like Katseye – no less than if HYBE is fortunate.
What I’d wish to see in 2026:
- Longer and extra developed songs! Please, I urge you!!
- Many comebacks from my favourite HYBE artists (TWS, &TEAM, BND). We’d like full albums!
- Extra international touring
- Extra full-agency content material (Recreation Caterers, HYBE household tour, and many others)
- A musically profitable return for BTS that recaptures the spark I first fell in love with
- A musical motive for me to indicate curiosity in new group CORTIS
Earlier years: 2024 // 2023 // 2022 // 2021 // 2020 // 2019 // 2018 // 2017