Recently, same-label artists have been making comebacks around the same time frame, usually from one of the “Big 4” agencies. These changes are happening due to the introduction of a multi-production system and expanding the K-Pop market.
With these comebacks happening around the same time, the artists have found themselves in a competitive atmosphere with one another. Unlike in the past, where there were intervals for comebacks to avoid competition, K-Pop agencies aren’t worried too much about it.
NMIXX | @NMIXX_official/X
The biggest reason is the multi-production system, which was first started by JYP in 2017. HYBE is operating this system through its affiliated label, and SM introduced it through SM 3.0. With this system, they are able to prepare for comebacks for multiple artists through a diversified system. They no longer have to wait for a comeback and cause a long gap between promotions.
aespa | @SMTOWNGLOBAL/X
With the differentiated production system, the agencies also don’t feel a big risk with comebacks as they have created songs, concepts, and promotion directions for each artist. An SM official stated, “Each multi-production is operated through independent decision-making and can present a variety of content by the plan and direction of each artist.”
ITZY | @ITZYofficial/X
Overall, the K-Pop market has expanded drastically, and having groups from the same label comeback together can create more of a positive influence and promote diversity in the K-Pop market. In addition, they can support each other during promotions. From the company’s perspective, promoting more artists within a year can reduce risk and increase profits.
