“I wanted to break free creatively”: BLACKPINK’s Jennie opens up about inspiration and vision behind her company OddAtelier

BLACKPINK’s Jennie talks about the inspiration and vision behind her company OddAtelier

Kpop global sensation BLACKPINK's member Jennie Kim has been popping off everywhere for the past year. Until recently, Jennie was primarily known for her identity as a member of BLACKPINK. However, her solo debut at Coachella marked a turning point, allowing her to step into the spotlight as a solo artist. With her electrifying performance, she captivated a global audience, including many who were unfamiliar with her K-pop roots, establishing herself as a dynamic solo star. Her role in The Idol, HBO’s series created by The Weeknd, further cemented her growing reputation as a multifaceted entertainer.

Her latest album has seen massive success since its release, with standout tracks like "Love Hangover," "Mantra," and "ExtraL," and featuring exciting collaborations with major names like Doechii, Dominic Fike, Dua Lipa, and actor Charles Melton, who appeared in "Love Hangover" music video.

The solo album was a product of her debut album, Ruby, which was produced by her own label Odd Atelier. The label was founded by Jennie in November 2023 and

"is a space that aims to create new things that attract attention in a different way from what is usual or expected."

In a sit-down with Harper's BAZAAR Germany, the artist expressed the inspiration behind starting her own label after not continuing as a solo artist with her debut agency YG Entertainment. After being asked by the interviewer if she founded her label with the intention to strengthen her solo career, she agreed and stated,

"The idea for Odd Atelier was born because I wanted to break free creatively — to make music without limitations, without having to fit into a mold. I had dreamed for a long time of creating my own creative space. Now, finally, the timing was right.”

Jennie opened up about starting Odd Atelier

Jennie opened up about finding the right timing to start her label and her exit from YG,

"I finally had the time, and I wanted to use it to focus fully on my creativity and push myself to work harder than I ever have." she further added, "I was involved in every single step, from recording in the studio to shaping the visuals. That’s something my fans haven’t seen from me before. I poured my whole self into this album and in the end, I wanted to present it to the world with a name that’s mine (Ruby) but not one that people immediately associate with me."

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The start a war singer recently also released the music video for her song Seoul City, boasting strong visuals to go with the dreamy, transportive vocals of the song. The song itself feels like a romantic ode to the city of Seoul.

As part of BLACKPINK, Jennie will continue working with YG for any group activities.

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