The members of (G)I-DLE have quashed speculation about disbandment by announcing their unanimous decision to renew their contracts with Cube Entertainment. The revelation, made during their acceptance speech at the Melon Music Awards (MMA) on November 30, marked a pivotal moment in the group’s seven-year career. Leader Jeon So Yeon expressed her joy and pride on social media, stating, “We all shared the same thought: to continue as five. I’m beyond happy to remain (G)I-DLE’s leader for even longer.”
The decision followed months of uncertainty fueled by Jeon So Yeon’s bold and provocative performance during (G)I-DLE’s I-DLE concert in August. During her solo stage, So Yeon delivered pointed lyrics like, “Do I need to care about this sh**, with contracts ending in November—who can stop me?” The performance, while capturing attention, also sparked concerns about potential disbandment.
So Yeon later clarified her intentions during an appearance on YouTube’s df 디에프. She explained, “It wasn’t a lie; I simply didn’t anticipate the buzz it would create. That stage was about sharing my current thoughts. I never meant for it to become such a big issue.” Despite her assurances, fans remained uneasy due to the lack of updates regarding contract renewals.
Jeon So Yeon’s role as (G)I-DLE’s leader and creative force made her contract status particularly significant. Known for crafting the group’s unique sound and identity, her contributions as a songwriter, producer, and performer have been instrumental to their success. Concerns arose that the group would lose its essence if So Yeon chose to leave. However, her bold “contract ending” stunt ultimately proved to be a savvy strategy. The subsequent announcement of their renewed contracts attracted widespread attention, bringing (G)I-DLE into the spotlight far beyond their fanbase.
The announcement came as the group performed a medley of their greatest hits at MMA, including tracks written by So Yeon that have defined (G)I-DLE’s journey. From the challenging times following member Soojin’s departure to the triumphant release of “TOMBOY,” So Yeon’s leadership and artistry have guided the group through both struggles and successes. Their perseverance culminated in their first Daesang (grand prize), a testament to their resilience and growth.
Industry insiders suggest that So Yeon’s decision to renew was deeply influenced by her commitment to the group. Often referring to herself as the “mother” of (G)I-DLE, she has consistently demonstrated her dedication to her members. During the MMA acceptance speech, she emphasized the collective nature of their decision: “This isn’t just about me. All five of us decided to renew our contracts together.”
The decision also underscores the strong bond between the members. With three of the five members being non-Korean, each could have chosen to pursue individual opportunities abroad. Yet, they prioritized staying together in Korea, reflecting their shared vision for the group’s future.
For Cube Entertainment, the renewals provide a much-needed sense of stability. As the company’s flagship act, (G)I-DLE plays a critical role in Cube’s success. However, the group’s dominance highlights the company’s reliance on their achievements. To sustain long-term growth, Cube must diversify its roster and reduce its dependence on (G)I-DLE.
With renewed contracts and a reaffirmed commitment to their artistry, (G)I-DLE stands poised to continue their ascent as a trailblazing force in the global music scene. Their journey demonstrates the power of unity and determination, setting a precedent for resilience in the competitive world of K-pop.
Sayart / Sharon Jung, guhuijeong784@gmail.com
