Abstract
This research focuses on the K-pop industry. Specifically, on its most significant label: HYBE Labels. Originally founded as BigHit Entertainment by former CEO and Chairman Bang "Hitman" Sihyuk, the company achieved unprecedented success with its first boy group, BTS. Over the years, HYBE has established itself as both a trendsetter and a model for other labels to emulate. However, this success did not come easily; it required sacrifices, adjustments to their successful formula, and decisions that led fans to question HYBE's integrity. From NFT collectibles to the involvement of renowned manager Scooter Braun, and ultimately Bang Sihyuk's desire to remove the 'K' from K-pop two years ago, which makes him transition his ideas for the company. Yet these proposed changes can ultimately be traced back to one word: greed. The purpose of this project is aimed to foster discussion on how removing the 'K' from K-pop could permanently alter the landscape across all economic sectors, driven by greed and power. It will explore the connections between these dynamics and capitalism, not only within the entertainment industry but also socioeconomically in South Korea and the United States, using HYBE’s business strategies as a case study. However, HYBE is a powerhouse with substantial influence in the industry, which is why the question is asked: If the ‘K’ from K-pop is removed, will it change the tide?
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