When did BLACKPINK’s Jennie start Odd Atelier? K-pop idol shares her inspiration behind starting her company

BLACKPINK's Jennie is opening up about starting Odd Atelier.

The songstress, who established her own label in December 2023, reflected on why she did so in a recent interview with Harper's BAZAAR Germany. Sharing insights into her debut solo album, Ruby, and about her own aspirations for her record label, she told the outlet,

"The idea for OA was born because I wanted to break free creatively — to make music without limitations, without having to fit into a mold."

She could have been alluding to her contract with YG Entertainment, which seemingly restricted her flow of ideas and originality. She further said,

"I had dreamed for a long time of creating my own creative space. Now, finally, the timing was right.”

Jennie opens up about the reason she launched her own label and named her album epynomously:

During her conversation with Harper's Bazaar, Jennie was probed about choosing the year 2023 to launch Odd Atelier, to which she said,

"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 also reflected on how things have been better for her, creativity-wise, since her YG exit.

"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," she said.

As for why she chose Ruby as the name of her first solo album, she said:

"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."

Jennie announced that she would be launching Odd Atelier back in 2023 via an announcement she shared on social media. At the time, she wrote,

"This year was filled with many accomplishments, and I'm so thankful for all the love I've received. I'm also excited about what's to come as I start my solo journey in 2024 with a company that I have established called OA."

At the time, the official website stated:

"OA...is a space that aims to create new things that attract attention in a different way from what is usual or expected. It is a label founded by artist Jennie in November 2023."

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The songstress became a YG Entertainment trainee at the age of 14, and she became a part of her current band at the age of 20. Now 29 years old, Jennie dropped two solo singles through the same label: Solo and You & Me.

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