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Billie is Mystic story which may be a subsidiary but is not the same as being under SM.
Its like saying why are drippin and rocket punch not topping the charts when they are also in an SM subsidiary. Or why weeekly and ATBO aren't well known when Kakao M had more than enough money are a parent company to IST to throw at them.
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SM alone has many artists to hold the SM brand so their subsidiaries are never discussed or even counted in financial results like Hybe/bighit and its subsidiaries. Maybe when Bighit has enough artists of their own, they will detach from the hybe family label and all its sub companies and only count the Bighit family label.
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This is where Hybe is smarter than SM at SM’s own game. Hybe has clearly taken the SM - and other big 3 examples - of building loyalty with company stans, then tapping those loyals for $$ and streams when they launch new groups.
SM treats its subsidiary labels as completely seperate - you didn’t see any Million Market artists or Mystic Story artists at the big SMTOWN show, did you?
But Hybe leaned into it - Ador and New Jeans have been consistently referenced as Hybe groups and labels, so it makes sure they activate against the large fanbase rather than hoping they get discovered. (The trademark SM entertainment icon isn’t on the subsidiary labels MVs, nor is it even in the listing. You can see the difference perfectly below in the YT.)
5EFDA1A2-DAE7-4225-8F6F-906D9261F570.jpeg
7A7A2ABA-89FD-48AD-B677-7952E64F35C4.jpeg
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This is where Hybe is smarter than SM at SM’s own game. Hybe has clearly taken the SM - and other big 3 examples - of building loyalty with company stans, then tapping those loyals for $$ and streams when they launch new groups.
SM treats its subsidiary labels as completely seperate - you didn’t see any Million Market artists or Mystic Story artists at the big SMTOWN show, did you?
But Hybe leaned into it - Ador and New Jeans have been consistently referenced as Hybe groups and labels, so it makes sure they activate against the large fanbase rather than hoping they get discovered. (The trademark SM entertainment icon isn’t on the subsidiary labels MVs, nor is it even in the listing. You can see the difference perfectly below in the YT.)
5EFDA1A2-DAE7-4225-8F6F-906D9261F570.jpeg
7A7A2ABA-89FD-48AD-B677-7952E64F35C4.jpeg
True,
But there are risks to the strategy of "leaning in", if a group flops or ends up in controversy, the taint can spread faster since there is no distance between the main stream and subsidiaries.
Corporate structuring is one thing - but public perception is different.
I don't think Fromis_9 or SVT are considered as HYBE as NJ, LSF, TxT, Enhypen are. Maybe because they are buy outs from existing brands.
So success/failures of F_9/SVT won't impact HYBE in perception as much as others.. besides they are still 99% tied to BTS and the strength of that success projects to their other labels as well. It will take couple of years of no BTS activity for that factor to decrease.
SM does not have that at all.. YG has it with BP, but does not have other groups which can benefit from it.
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