On February 24, BLACKPINK and YG Entertainment unveiled the teaser for the title track Go, officially launching promotions for their DEADLINE EP, releasing on February 27 (KST). The project marks the group’s first collective musical release in approximately three years and five months, immediately igniting global anticipation among fans.
The EP will feature five tracks, including JUMP, which was pre-released in July last year. However, unlike the high-intensity promotional cycles typically associated with K-pop comebacks, no detailed schedule of group activities was announced following the album’s release.
An anonymous industry insider revealed, “Nothing has been officially confirmed regarding promotions, but coordinating the activities of the entire group could be challenging. Members are currently heavily focused on their individual careers, making aligning schedules far from simple.”
Indeed, each member has been deeply immersed in solo endeavors. Jisoo is gearing up to promote her upcoming Netflix series Monthly Boyfriend, which will premiere on March 6. Jennie recently appeared on the variety show The Secret Friends Club. Rosé, who signed a solo contract with The Black Label, continues to travel between Korea and abroad for personal commitments. Meanwhile, Lisa is actively expanding its global activities.
In December 2023, BLACKPINK renewed their group contract with YG Entertainment. However, the members have opted for separate arrangements for their solo careers, most of which are now managed through independent companies. Within the Korean idol industry, three-year renewal cycles are common for established groups.
An industry expert commented: “Three years is usually enough time to prepare a new album and complete a world tour. It’s possible that BLACKPINK’s contract was structured similarly.” While the exact length of the current group deal has not been disclosed, multiple sources suggest it could expire by the end of this year.
The timing of DEADLINE also attracted attention. The EP was initially expected to precede the world tour of the same name, but its release was reportedly delayed by nearly a year due to the members’ busy solo schedules.
Over the past three years, the power of each member’s individual brand has grown significantly. Some observers argue that this evolution has made maintaining coherent group activities increasingly complex. An insider noted: “Solo projects are achieving great success, so the motivation for group efforts may not be as strong as before. At certain times during the last few tours, it felt more like an individual phase than a tightly unified group performance.”
In this context, DEADLINE isn’t just a long-awaited return: It could represent a crucial chapter in BLACKPINK’s journey, whether that means continuing together under new terms or embarking on distinct paths while preserving their legacy as one of K-pop’s most influential girl groups.
