Grading the K-Pop Agencies 2024: WOOLLIM ENTERTAINMENT

1 month ago 11

Before I take a brief look at many of K-pop’s smaller agencies, there are a few that I have more to say about. Consider these “bonus” write-ups — shorter than the “big four” but longer than a paragraph or two could cover.

As usual, the thoughts below are my own and aren’t privy to any insider information. The purpose of these articles is to determine how well K-pop agencies are serving their artists and fans. There will be plenty of subjective critique.

Woollim Entertainment

The Good

Woollim Entertainment finally gave some love to DRIPPIN, giving them multiple comebacks and even managing to secure a slot at this year’s KCON LA (a rarity for artists on their roster). They were rewarded with the group’s best album sales yet. I don’t think this is a sign of widespread success for the group, but they clearly have a passionate fan base that’s willing to (bulk?) buy.

When it comes to Woollim’s more seasoned acts, the agency managed to coordinate a Lovelyz reunion/concert and kept seven tenths of Golden Child on their roster after contract negotiations. Golcha’s Jaehyun enjoyed a successful year as an actor with Jangjun is all over variety.

The Bad

To be honest, Woollim barely feels like an active agency any more. It’s been two years since any of their artists have released more than a three-track single album and comebacks are few and far between in general. This is the first year since debut that Golden Child haven’t released new music, making me wonder if they’ll actually be active after renewing their contracts. As a fan, I don’t blame some of the members for leaving. There’s just not much going on with them, musically.

Meanwhile, girl group Rocket Punch feels all but done. Popular member Juri left the agency this spring and the group hasn’t had a comeback in fourteen months. Even before that, sales were slumping and it never felt like Woollim was heavily investing in them. I can’t imagine they’re cooking up some amazing return.

While Kwon Eunbi continues to be a popular name on the festival circuit, her music has also stalled. This year’s single album was her worst performing yet and the agency seems to lack ambition when it comes to promoting her career as a musician.

While the Lovelyz reunion was a nice treat for longtime fans, Woollim dropped the ball when it comes to promotion. Their new song didn’t even receive a proper music video and came and went without much fanfare.

Overall, it’s getting harder and harder to see how Woollim Entertainment turns its trajectory around. In the past, at least we had excellent music even if promotions were lacking. Now, without an identifiable sound or in-house producer, even that feels up in the air. The agency will always hold a special place in my heart for all they’ve given us, but this decline is difficult to watch. I hope for a miracle of some sort.