It’s that point of 12 months once more! Whereas December is full of year-end countdowns, I like to have a look again at a few of Okay-pop’s greatest companies throughout November. Earlier than studying (particularly should 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 definitely affect an company’s grade, however the greatest standards will at all times be the music itself. Following SM Leisure‘s evaluation, it’s time to dive into HYBE Company.
As regular, the ideas under are my very own and aren’t aware of any insider data. There will probably be loads of subjective critique.
The Good
It’s grow to be modern to say that HYBE is “ruining Okay-pop,” and I have to admit I’ve had my criticisms of the company up to now. However I’d argue that, increasingly, they’re chargeable for a lot of the 12 months’s finest music – particularly among the many “huge 4” companies. A part of this is because of sheer amount. They’ve so many artists and sub-labels below their umbrella, nearly 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 (Huge 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 latest group CORTIS.
Subsequent we’ve received Pledis Leisure, which was really probably the most worthwhile division of HYBE this 12 months. I’m positive that’s largely resulting from 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, besides!).
Belift Lab continued to bear fruit, with unimaginable gross sales for ENHYPEN. They’re firmly on the A-level now relating to reputation. After a profitable debut 12 months in 2024, ILLIT’s music actually clicked with me this 12 months. Each their Korean and Japanese work was robust and I really feel like they’re beginning to lean into extra fascinating sounds.
Subsequent up we’ve received KOZ Leisure, residence to Zico and BOYNEXTDOOR. The previous largely labored behind the scenes whereas the latter loved a particularly profitable 12 months. Not solely did they launch one of many 12 months’s greatest chart hits again in January however in addition they grew to become million-sellers. That’s massively spectacular.
Lastly, Supply Music’s LE SSERAFIM proceed to chug alongside. I discovered their 2025 work to be a step up from final 12 months, and new single Spaghetti is wanting like a bonafide chart hit.
Shifting into worldwide markets, HYBE’s world initiatives additionally noticed large success. Katseye proceed to be a really buzzy act worldwide and simply scored a Grammy nomination for finest 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 comply with of their footsteps, debuting this 12 months.
Aside from the musical facet of issues, HYBE’s idols simply appear to be all over the place. Selection, commercials, MC positions… You possibly can’t flip your head in any path with out seeing not less than certainly one of them. Detractors will doubtless level to the company’s huge sources giving them the power to purchase most of those positions, and that’s most likely true. Nevertheless, I’ve discovered the idols themselves to be a few of the most participating personalities of this Okay-pop technology and I’m definitely not bored with seeing them.
The Unhealthy
Whereas I’ve beloved loads of songs from HYBE this 12 months, they’re the company most chargeable 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 area wanted to completely develop. I’ve personally needed to cobble collectively “prolonged variations” of a few of my favourite HYBE songs this 12 months simply to make them extra satisfying. I shouldn’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 12 months had been particularly susceptible to this development. I don’t suppose Huge 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 like it 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 – not less than to this point.
With members of Seventeen heading into the army, that’s a giant loss for HYBE’s roster. Fortuitously, BTS are set to make their return subsequent 12 months so that may doubtless mitigate issues. Nevertheless, the company has been in a bizarre spot for many of this 12 months, 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 court docket instances. For now, it appears that evidently 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 arduous for me to guage the excitement round these guys because it’s a market I don’t comply with carefully, however my guess is it’s going to be a sluggish burn success like Katseye – not 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 want full albums!
- Extra world 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
