Since the beginning of September, the press releases of Hybe’s labels have constantly included a name: Bang Si-Hyuk, the president of Hybe. Mensions such as “The label of the Hybe Bigit Music music group, led by President Bang Si-Hyuk” or “According to Source Under Hybe music (President Bang Si-Hyuk)” have become a recurring formula. This turn started only at the beginning of the month, lifting the eyebrows.
It is a curious move. At a time when Bang Si-Hyuk is under the police investigation for alleged violations of the Capital Markets Act, Hybe’s labels are deliberately attacking his name to almost all the artist’s press releases. While this strategy can offer advantages for the image to slam, it risks launching shadows on the artists.
For Bang Si-Hyuk, there are advantages. With Hybe that manages more labels and dozens of active artists, the short return cycles ensure a constant flow of press coverage. By repeatedly inserting his name in these versions, Hybe remodels the search results and public perception, of defended negative coverage of the investigations and strengthening his position of “Hybe’s symbolic leader” rather than simply “A topic of the police survey.”
But for artists, it is a responsibility. In k-pop, the image is everything. The connection of artists to the legal problems of an owner introduces unnecessary risks, potentially undermining their reputation and fans’ trust. Even a single line in a press release that repeatedly invokes the name of Bang could inadvertently enter the artists in the context of “Police investigation risk”. Instead of reassurance, plant seeds of discomfort between the fans and the public.
From the point of view of the management of crises, this is contraintial. Generally, companies facing leadership scandals protect their products and stars from the impact, creating distance between the brand and the owner. Hybe, however, is doing the opposite, reducing the equation “Hybe = Bang Si-Hyuk.” This strategy can strengthen the symbolic role of short -term Bang, but it could impose lasting charges both on the company and its artists.
Regardless of the intent of Hybe, the result is clear: the name of Bang Si-Hyuk is dominating the titles and research results, cementing his place as an emblem of Hybe. Yet at the same time, the artists are dragged into unwanted associations, linked to the risks they have not chosen. What benefits the president can damage the same artists who guide the global success of the company. Asks the question: who really serves this strategy?
In the meantime, Bang Si-Hyuk continues to face investigations for the accusations of having hidden the IPO procedures, telling investors that there were no quotation plans while they induce them to sell shares that were subsequently transferred to a private equity fund connected to him. The authorities believe they have earned about 190 billion KRW through the regime. Reflecting the seriousness of the case, Bang suffered over 14 hours of interrogation during his first public calls on September 15 and another 12 hours per second on September 22.
Sources: Daum
