[Focus Y] Cube is over a crisis. But the era of "Post (G)I-DLE" is coming.

Photo = OSEN

At the Melon Music Awards 2024 on November 30 last year, (G)I-DLE leader Jeon So-yeon surprised fans with an unscheduled surprise announcement. It was news that all of the members renewed their contracts with Cube Entertainment.

Earlier, Jeon So-yeon raised fans' concerns by announcing the expiration of her contract with Cube, but she resolved her anxiety about whether the team would continue by saying, "All five of them have renewed their contracts together" at MMA 2024. As a result, (girls) continue their activities beyond the "seven years of magic."

(G)I-DLE, who released numerous hit songs such as "LATATA", "DUMDi DUMDi", "TOMBOY", and "Nxde" since their debut in 2018, have become representative artists of Cube with the love of domestic and foreign fans. In particular, in a situation where Cube's influence has recently weakened, their renewal is of great significance from the company's point of view.

Cube kept key artists by renewing contracts for (G)I-DLE, but there are a number of challenges to solve for the company's sustainable growth. In particular, the key is to successfully foster junior groups to reduce their dependence on (girls) children.

Photo = OSEN

Currently, Cube has four groups: (G)I-DLE, Pentagon, Rightsome, and Now A-Days. Among them, the problem is that the growth of junior groups, Rightsome and Now Adays, is slow.

LightSome debuted in June 2021 and released two singles and two mini albums, but did not produce notable results. Although it has become a hot topic recently due to its participation in the event, there is a limit to improving the group's overall awareness.

Photo = Cube Entertainment

Now A Day, which debuted in April 2024, also showed results by winning the No. 1 candidate in music broadcasting, winning the Rookie of the Year award, and participating in overseas performances, but it is still insufficient to be evaluated as a "top boy group." Both teams urgently need active marketing to improve awareness and expand their fandom.

(Girl) children are 'Geese laying golden eggs' responsible for the present day of the cube. However, the "post (G)I-DLE era" is bound to arrive someday. Cube's sustainability ultimately depends on growing junior groups and discovering new artists. For an entertainment agency that cannot raise the "next" the "second heyday" is just a fairy tale story.

[Picture = Cube Entertainment]

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