Why is YG pushing YG family again after so long?

Because they see it works everywhere else. SM, JYP, Hybe all have fans that move around its different groups. SM is going balls deep into the kwangya crap and for now it seems be working. YG wants a piece of the pie especially seeing as they're not the powerhouse they once were, they're mostly being carried by BP.

Quote from harambelives

Because they see it works everywhere else. SM, JYP, Hybe all have fans that move around its different groups. SM is going balls deep into the kwangya crap and for now it seems be working. YG wants a piece of the pie especially seeing as they're not the powerhouse they once were, they're mostly being carried by BP.

YG family was a thing back in 2012 but they stopped for some dumb reason. And now they are trying to do it again.

Why not? K-pop nowadays have been very boring for 2 years. Glad YG brought the energy back again. And YG's artists just came back from their military services, sooo I'm expecting more YG family interaction soon. It's a good news. Love to see music geniuses having fun together sharing things they're good at. Love it!

Some people commenting here looks like didn't know that most of YG artists were on hiatus due to military service plus all the chaos that YG been through the past years. Now is the best time to have YG family as most of the artists have finished military service. And honestly, K-pop has been very boring lately. Glad to see YG making K-pop exciting again.

I think it just happens thanks to Mino and Jiwon's connection to PDs and friendships to other YG artists

Maybe they need company stans to stan their upcoming girl group?

All their old group will have their contract end soon and some might not renew it, so they only can depends on their new groups. I think Yg kinda want what they used to has before and what Hybe, Sm and Jyp have now which is the 'company stans'. Everyone can literally see and compare they hype received by Skz, Txt and Enhypen to Treasure. And for now, many blinks kinda dislike everyone else in that company. Just seeing by the mess from Kingdom when Lisa was there and when Jennie get invited to Na Pd show. And they will debuting their ngg sooner or later, so they will need it a lot.

YG has always been like this though. If you don't remember GD having Jennie and Rose sing with him even before the girls debuted. iKON and Winner as the opening for Bigbang's Japan Dome tour in 2014. We are just seeing more interaction now since almost all chaos that the company has been through in the past two years is about to reach an end. Also, YG was wise enough to have their groups promote independently during the chaos, whatever chaos the other group is in, it cannot affect another group in the company. Now, that's it's almost over, expect more YG fam connections just like the YG fam we had before. It's like a new sunshine for YG Ent now especially that Gdragon has come back.

Because he feels like it

He does everything according to his whim so when he feels like running YG family again that is done

but when he loses interest the YG family becomes quiet again

They're trying to get more company stans so that they can have more frequent comebacks.

to support their other groups from flopping hard I guess

like Yuqi always says

it's tough to make money these days

Flopping hard? But new group won monster rookie and just won #1 on music shows with little promotion? Way to go for the flopping but still doing better than most of other groups and other companies even more than from the big ones hahaha uwu hahahahaha