For the past few months, an intersection of different HYBE fandoms has been campaigning for the label to distance itself from Zionism in the wake of the alarming aggressions on Palestinian civilians by Israel. Since October, the Gaza Strip has recorded over 28,473 deaths, an even higher number of fatal injuries, and a forced starvation of the internally displaced population.
If nothing is done, widespread famine in Gaza is almost inevitable — and the conflict, which has already resulted in pervasive loss of life — will have many more victims.
– UN humanitarians warn Security Council of the impending risk of famine in Gaza. https://t.co/Kd5mwl54x1
— United Nations (@UN) February 27, 2024
People worldwide have mobilized into action, demanding for the violence to end. One of the biggest collective efforts for this cause has been boycotting businesses to have the public’s voices heard. In the sphere of K-Pop, pro-Palestinian fans have also organized these efforts, calling for a boycott of the “Big 4” (YG Entertainment, JYP Entertainment, SM Entertainment, and HYBE).
Update on the boycott!! We are extending the time and are now boycotting all kpop companies not just the big 4. Please continue boycotting! pic.twitter.com/CMD4T1ANTD
— Aelia ✩ (@youtifulchaein) January 24, 2024
It’s time to actually play those CDs you bought. It just a few days. You’ll survive. Let’s do this!
23/1 (12am kst) — 28/1 (11.59pm kst)@ARMY4Palestine#HYBEDivestFromZionism#StrikeAgainstThe4 pic.twitter.com/SA1hDYaDgt
— 𝐟𝐞𝐞𝐫𝐚 ⟭⟬⁷ (@feeragreen) January 22, 2024
Amidst all four companies, fans of HYBE artists have grown increasingly concerned over the company’s association with Zionism and have been constantly asking for a divestment through the hashtag #HYBEDivestFromZionism. One of the biggest demands from fans to the company right now is the removal of Scooter Braun, the CEO of HYBE America.
HYBE chairman Bang Si Hyuk (left) and Scooter Braun (right). | @scooterbraun/Twitter
Braun, who was already infamous among fans for his history of alleged mismanagement of artists, including the likes of Taylor Swift, Justin Bieber, and Ariana Grande, is also a staunch supporter of Zionist ideologies, which many fans have taken issue with. His association with allegedly problematic individuals has also increasingly concerned fans. Apart from trending hashtags and calling for a boycott, some fans also sent a protest truck to HYBE’s headquarters in Seoul in hopes of having their voices heard. Many believe that Braun has responded to these campaigns tacitly, through either sending “intimidating” messages to fan accounts directly or through his own Instagram posts.
scooter admitting knowledge of “greater israel” and israeli officials enforcing the idea. pic.twitter.com/uqTYdwMPmj
— (winnie the) rooh⁷ boycott info (@btsprodsuga) February 13, 2024
scooter braun managed to steal taylor’s entire musical catalog, someone at the top of their career in their field, and you’re not concerned about what could happen to our guys? our guys who don’t have the same societal privileges as a yt woman from america who speaks english?
— 𝔞𝔰𝔥⁷ | fan account (@idi0ticstagram) February 28, 2024
scooter reposted a video defending tiffany haddish’s visit to israel.
haddish has been accused of sexually abusing a 14 y/o girl & her 7 y/o brother.
scooter is so steadfast in his support for genocide that he will defend a rapist if it means just one extra person supports it too… pic.twitter.com/YQdn9fuDoV
— (winnie the) rooh⁷ boycott info (@btsprodsuga) February 25, 2024
Though HYBE has not responded directly to any of these campaigns, recent media coverage of the topic by the Korean-English outlet The Korea Times, it was mentioned that HYBE had stated that the remarks made by Braun are “personal” and are not associated with the company.
It is a personal statement that is separate from company management.
— HYBE
The report also claimed that HYBE did not comment on the recent protest truck.
This response from the K-Pop giant has been met with backlash from fans on social media. Many opined that Braun being so visibly involved with HYBE’s projects at such a high level undeniably ties his “personal” statements to the company. Others also argued that HYBE’s chairman, Bang Si Hyuk, previously said on record that he wants the company to present “the right values” along with its business aspirations, a claim that they think fell flat in front of this statement.
Not to mention stalking army posts and messaging one of us who was speaking against him
— ivy ⁷ just a petal on the street (@ivyvotesbangtan) February 28, 2024
hey @hitmanb
i wanted to clarify something for you. genocidal rhetoric, constant support for genocide, dehumanizing palestinians, & stalking propal fans is NOT just a “personal statement” btw. and you claim that this man is your “soul brother” so what does that say about you?
— cam⁷ ! (@seokfilmz) February 28, 2024
u cannot separate corporations from their leaders politics and harmful morals when u live in a capitalist plutocracy. it factors into not only the countrys political and social framework but when a company as big as hybe is involved such immorality is invoked on a global scale https://t.co/5DWCD6yW8S
— =ㅅ= (@milfbeomgyu) February 28, 2024
His statements cannot be separate from the company when he is quite literally the CEO of HYBE America and actively shares posts and statements from his public social media accounts in between posts about HYBE. have some shame.#하이브시오니스트를제거하다 #HYBEDivestFromZionism https://t.co/MLIDzubpjn
— Kay⁷ (@aqualimits) February 28, 2024
oh okay#하이브시오니스트를제거하다 #HYBEDivestFromZionism @HYBEOFFICIALtwt @hitmanb https://t.co/GaTDiksz5W pic.twitter.com/cEPIYGEyeg
— (winnie the) rooh⁷ boycott info (@btsprodsuga) February 28, 2024
@hitmanb this was you 2 yrs ago. so what changed? since when did zionism become something that “society allows”? how do you have a zionist on board when you believe that “companies should operate within the rules of society”?#하이브시오니스트를제거하다 #HYBEDivestFromZionism pic.twitter.com/u7QEb1c1af
— Haaaaaari⁷ (@pporapippamm) February 28, 2024
As complex as the current situation with HYBE is, this is not the first time fans have demanded direct action from the company on the grounds of moral standing. In 2018, BIGHIT MUSIC scrapped a song titled “Bird,” which was scheduled to be released in November that year. A significant portion of ARMYs campaigned against the song, accusing the songwriter Yasushi Akimoto of being a follower of “right-wing ideology” and his previously “misogynistic lyrics.” Since taking a moral stand based on fans’ concerns is not unprecedented in HYBE’s history, it remains to be seen whether the label will take any significant actions moving forward.
