(Photo courtesy of JYP ENTERTAINMENT)

[Hanteo News = Reporter KIM YEONWOO] JYP ENTERTAINMENT (hereafter JYP) is expanding its artist lineup with the introduction of its new boy group oftheblue. Ahead of its official debut in 2027, the group has already demonstrated its musical potential, with members participating in writing and composing its pre-release track. While anticipation is building for the arrival of a new group, existing fans have expressed both excitement and concern over JYP's continued launch of rookie acts.

oftheblue is the first boy group introduced by SQU4D, one of JYP's artist divisions. The four-member group marks SQU4D's first new act in approximately five years since launching NMIXX in 2022. Its name is inspired by the English expression "out of the blue", which refers to something unexpected or a surprising discovery.

On November 11 at 6 PM KST, oftheblue released its pre-debut track ‘Aerotherapy’. Earlier that day, at midnight, the group unveiled a teaser video lasting approximately one minute and 45 seconds, featuring the members moving freely between urban and natural settings with parts of their faces concealed.

Despite revealing only glimpses of the members' appearances, the teaser quickly drew positive reactions to their visuals. The group's unconventional promotional campaign, which included handing out balloons on the streets, also attracted attention.

‘Aerotherapy’ captures the feeling of setting aside complicated thoughts after an exhausting day and relaxing as though lying on top of the clouds. The song creates a peaceful, laid-back atmosphere reminiscent of temporarily escaping reality and floating in a weightless world.

Notably, the members participated in writing and composing the track, establishing their involvement in music production even before their official debut.

Describing the song, they shared, "It's the song that best captures our signature color, blue. It feels like flying. You can look forward to it."
 

(Photo courtesy of online communities)

A Multi-Label System…Tailored Management for Each Artist Is Key

The introduction of oftheblue follows JYP's ongoing expansion of its boy group lineup.

Beginning with Stray Kids in 2018, the company introduced NEXZ in 2024 and KickFlip in 2025, with oftheblue scheduled to make its official debut in 2027.

However, as new groups continue to emerge, concerns have also been raised about whether JYP is launching rookie boy groups too quickly.

The underlying question is whether the company can adequately support the growth and activities of its existing groups while successfully developing new artists.

One notable aspect of JYP's operations is its multi-label system.

The company currently operates five labels: ONE Label, BLU:M, STRIDE, SQU4D, and Studio J.

According to JYP's sustainability report, each label is responsible for the training, marketing, and management of its respective artists.

Stray Kids and 2PM are managed by ONE Label, ITZY by BLU:M, TWICE and KickFlip by STRIDE, and NMIXX and oftheblue by SQU4D. DAY6 and Xdinary Heroes are managed by Studio J.

The system is designed to provide specialized management tailored to each artist's characteristics. However, some fans have pointed out that the quality of promotional support and creative direction can vary significantly between labels.

For instance, when ITZY and NMIXX made comebacks around the same time, fans expressed differing opinions about the groups' musical directions and concept development.

While NMIXX was praised for steadily establishing its distinctive musical identity, some ITZY fans expressed disappointment with the group's song choices, concept direction, and overall creative management.

Ultimately, what matters more than simply dividing artists among different labels is developing strategies that preserve each group's identity while providing balanced support.

As JYP continues introducing new groups, it is worth examining whether its existing artists are receiving sufficient promotional opportunities and professional management.

Concerns over the management and promotional support of established artists have also persisted.

On November 10, some Stray Kids fans sent funeral wreaths to JYP's headquarters in Gangdong District, Seoul, demanding improvements to ONE Label's management.

Messages displayed on the wreaths included calls for the "Resignation of ONE Label's Division Head" and the "Dissolution of ONE Label", along with demands for schedules that take the members' health into consideration.

The protest followed JYP's November 5 announcement that LEE KNOW was expected to enlist for military service in the first quarter of 2027. LEE KNOW is set to become the first Stray Kids member to enlist.

However, fans' dissatisfaction extended beyond LEE KNOW's enlistment schedule to broader concerns about Stray Kids' domestic activities, fan communication, and overall scheduling.

Although the agency announced plans for various content releases and individual activities before his enlistment, some fans argued that opportunities to meet Korean fans remained limited compared with the group's overseas performances.

Messages on the wreaths criticized the scheduling decisions, including "Do the members have unlimited stamina?" and "Endless touring right up until enlistment, while domestic activities take a back seat."

As JYP prepares to debut another rookie group, these concerns reflect growing calls for the company to devote equal attention to the support and management of its existing artists.

 

(Photo courtesy of JYP ENTERTAINMENT)

Supporting New Beginnings While Continuing to Nurture Existing Artists

Of course, debuting new groups and supporting established artists do not have to be competing priorities.

A multi-label system is intended to provide specialized support based on each artist's individual characteristics and musical direction.

What matters is not simply dividing the organization into separate labels, but ensuring that each label develops management strategies that genuinely address the needs of the artists under its care.

Through its pre-release track ‘Aerotherapy’, oftheblue has already introduced the members' creative involvement and the group's free-spirited identity.

Its unconventional promotional approach, including a teaser that partially concealed the members' faces and a street campaign featuring balloons, has also sparked curiosity in ways that differ from traditional debut promotions.

Attention is now turning to what kind of boy group SQU4D will develop following NMIXX.

Discovering new talent and expanding an artist lineup are important drivers of growth for entertainment companies.

However, that growth should not come at the expense of the musical identities established by existing artists or the trust they have built with their fandoms.

Just as rookie groups deserve opportunities to establish themselves, existing artists must also receive sufficient support and opportunities to continue expressing their individual styles.

For the excitement surrounding oftheblue's debut to translate into broader confidence in JYP as a whole, the company will need to demonstrate that developing new talent and managing established artists can go hand in hand.

 yeonwoo38@hanteo.com