With BTOB, PENTAGON Leaving, What Will Be The Future Of CUBE Entertainment?

The atmosphere at Cube Entertainment, a mid-sized entertainment agency, has been gaining much attention. Cube has recently been reporting news of the expiration of exclusive contracts with its boy group members.

First, the exclusive contract with the group BTOB‘s six members, known as the company’s main boy group, was terminated.

BTOB | cube_official_btob/Instagram

Those who debuted in 2012 have already stayed at Cube through contract renewal once. However, the second contract renewal was not concluded. Previously, an exclusive report from Sports Chosun, stated that the group decided not to renew their contract due to the payments they would need to make to Cube to keep their trademark.

Most recently, they announced that they would not be renewing their contract with Cube through an official statement released online.

Some are raising concerns that they may be following the example of their senior group, BEAST. The group also failed to negotiate trademark rights after the expiration of its exclusive contract, thus changing their name to Highlight.

PENTAGON | @cubeunited/Twitter

PENTAGON is also in a situation where it is virtually unable to continue group activities. Recently, they announced the termination of their exclusive contract with member Hongseok. Since the contracts with Yeo One, Yan An, Yuto, Kino, and Wooseok ended last month, only three Pentagon members remain in Cube: Jinho, Hui, and Shinwon.

Pentagon started out as a 10-member group, but the original member Dawn (formerly E’Dawn) left the group two years after debut, and has been active as a 9-member group.

With most of the members leaving Cube, PENTAGON is virtually unable to operate as a group. However, they have not yet announced cessation of activities or disbandment. Last month, the digital single “Promise” was released as a send-off to the fandom, Universe.

(G)I-DLE | @G_I_DLE/Twitter

(G)I-DLE, the group currently with the most recognition in Cube, is already completing its sixth year of activities. Starting next year, it is time to talk about contract renewal.

Although they is called one of the top five girl group leaders and is actively promoting, prospects for renewing her contract with (G)I-DLE are also mixed. There is also talk that there are already external forces are showing interest to some members of foreign nationality.

There are singers Jo Kwon from the group 2AM and Oh Seunghee and Kwon Eunbin from the group CLC, but to put it bluntly, they are not Cube’s main artists. Girl group LIGHTSUM is expanding its fandom mainly in Japan, but it seems that it still needs time to establish itself.

Of course, the lineup of actors and entertainers cannot be ignored. Actors Na In Woo and Yoo Seon Ho, and comedians Park Mi Sun, Lee Sang Jun, and Lee Eun Ji are holding on, but it is a completely different story from Cube’s reputation for idols.

Although additional businesses such as beauty business drive sales, Cube’s foundation is content. Teamwork with additional businesses can only be expected if the content is based on well-cultivated idols. Attention is being focused on whether Cube, who is about to launch a new boy group early next year, will be able to overcome this potentially rough patch.