BLACKPINK Jennie Reveals Reason For Establishing Own Label For Solo Career: 'I Wanted More Freedom'

Jennie recently made her first appearance as the founder of her own label on KBS 2TV's music talk show "The Seasons: Lee Hyori's Red Carpet" where she shared her thoughts about establishing a one-person agency.

Speaking about her agency Odd Atelier, the 27-year-old artist revealed, "I carefully founded the company because I wanted to have more freedom and comfort in my personal activities."

"Odd Atelier is a name I created with the intention of doing well even if the path I take is strange and different from others," the BLACKPINK member added.

Despite leaving YG Entertainment's nest for her solo projects, Jennie only had wonderful things to say about the agency. 

"[YG] is a company I have been with since I was a trainee so I learned a lot," she said as host Hyori praised her courage to leave the established agency. 

"With a spirit of challenge, I asked myself, 'What can you do on your own?'" 

According to Jennie, after trying new things, she eventually established her own label. 

On Dec. 24, BLACKPINK's Jennie surprised fans with the announcement that she established her own label and called it Odd Atelier or OA.

A day after fulfilling her promise of a Christmas song cover, the South Korean artist announced on her Instagram account that she will start her solo journey in 2024 with the company she established.

Founded in November 2023, Odd Atelier is "a space that aims to create new things that attract attention in a different way from what is usual or expected."

During her interview with Hyori, Jennie also shared her plans to release her solo full-length album via Odd Atelier this year. 

"My dream is to release a solo full-length album to the world. I will set this year as my goal and come back with good music," the "Solo" songstress revealed.

As of press time, Jennie is the only artist under Odd Atelier. 

"I will take good care of the artist named Jennie first," she responded when the host asked her about the scalability of her newly established label.

The episode of "The Seasons: Lee Hyori's Red Carpet" where Jennie is a guest will premiere on Friday at 11:20 p.m. KST.

(Photo : Emma McIntyre/Getty Images for Coachella)
Jennie of BLACKPINK performs during the 2023 Coachella Valley Music and Arts Festival.

Although Jennie will pursue her solo activities with her own label, she will still work with YG Entertainment for BLACKPINK's group activities.

BLACKPINK members Jennie, Jisoo, Lisa and Rosé renewed their group contract with their longtime label last Dec. 5, 2023.