HYBE America Executive Takes A Shot At Protest Trucks Amid Fan Campaign Against Zionism

In the midst of fans calling for HYBE to distance itself from the Zionist political ideology, an employee of the label’s American subsidiary has seemingly responded to the collective efforts put forward by a group of ARMYs.

| hybe.co.kr

The ongoing violence against Palestinian civilians in the Gaza Strip by Israel, which the International Court of Justice has found a “plausible genocide” (according to a United Nations report), has invoked a huge voice of dissent globally, with different communities mobilizing to ask for the killings to be stopped. The Boycott, Divestment, and Sanctions movement has taken the forefront in making the public’s voices heard by institutions. The movement has been adapted in different community spaces in different ways, and within the K-Pop fandom, it was reflected first in the “Big 4” boycott.

Update on the boycott!! We are extending the time and are now boycotting all kpop companies not just the big 4. Please continue boycotting! pic.twitter.com/CMD4T1ANTD

— Aelia ✩ BXX (@youtifulchaein) January 24, 2024

It's time to actually play those CDs you bought. It just a few days. You'll survive. Let's do this!

23/1 (12am kst) — 28/1 (11.59pm kst)@ARMY4Palestine#HYBEDivestFromZionism#StrikeAgainstThe4 pic.twitter.com/SA1hDYaDgt

— ???????????????????? ⟭⟬⁷ (@feeragreen) January 22, 2024

For HYBE particularly, fans have been demanding the company to divest from Zionism, which includes distancing its operations from Scooter Braun, the CEO of HYBE America. Braun, in addition to his already unfavorable image with fans due to the alleged mismanagement of his previous artists, is a prominent supporter of Zionist ideologies and has a history of supporting the current right-wing Israeli government.

He was also previously called out for his insensitive post amidst the violence in Gaza and West Bank.

An Israeli soldier shares a video of Israeli forces in Gaza indiscriminately firing at Palestinian homes as they detonate several residential blocks for amusement. pic.twitter.com/hGu1vZjx4Q

— Quds News Network (@QudsNen) March 7, 2024

Israeli forces shoot dead 12-year-old Palestinian who set off firework https://t.co/u3E3t6y5AO

— BBC News (World) (@BBCWorld) March 13, 2024

 

 

 

To have their demands communicated to the label, a group of Pro-Palestinian fans organized a protest truck which was sent to the Seoul headquarters. The truck displayed the large-scale destruction of life and infrastructure in Gaza, along with a message that called for HYBE to “stand for humanity, for the right side of history, and against violence.”

[Video could not be displayed]

Apart from the truck, fans have also been petitioning, trending tags, and organizing a large-scale boycott to have their voices heard. But HYBE has so far kept quiet on this issue, except for a brief statement given to a Korean media outlet, which was met with fierce criticism. But many believe that a HYBE America executive might have addressed this fan-led movement, specifically, the protest truck.

On March 14, KST, many fans noticed that Allison Kaye, the President of Music at HYBE America/ SB Projects, had posted a picture of a birthday bus sent by fans for BTS member Suga in front of HYBE’s Seoul office. But the caption contained a hint of a jab at the protest truck, as it read, “Know what’s better than protest truck? A fan bday bus.”

Allison Kaye (center) with LE SSERAFIM | @allisonjamiekaye/Instagram

This story is being considered by many as a direct response to the protest truck, and a confirmation that HYBE is indeed aware of the situation. Kaye’s response has also been met with harsh criticism, as many saw it as breaching the baseline of respectability that HYBE otherwise has maintained in its direct interaction with fans.

Allison Kaye, the president of music at HYBE America/SB Projects, posted this on her story LMAO? the a4p truck definitely hit a nerve and upper management is fully aware of ARMYs demands. KEEP IT GOING #하이브는시오니스트를퇴출하라#HybeDivestFromZionism pic.twitter.com/kEYBgQ3evL

— sugawa⁷ (@sugawainscoting) March 13, 2024

i’ve never seen actual hybe employees address fans the way scooter and his team have. the taunts and subtle jabs show how bothered they are. keep it up.

HYBE REMOVE SCOOTER BRAUN #하이브는시오니스트를퇴출하라 #HybeDivestFromZionism pic.twitter.com/fPBqrofow7

— squid⁷ (@outrosquid) March 13, 2024

875 would never let anyone from the company publicly disrespect us like that. they truly waited for the boys to be away to start being the worst fucking people ever. https://t.co/WcNSMZ4R7U

— yliana⁷ (@riseof7s) March 13, 2024

they don't know ANYTHING about how the BTS&Army relationship works. these are artists who genuinely love and respect their fanbase.
people from the western industry treat fans like shit and resort to mockery at the first chance they get.
literally f off you just got here. https://t.co/eWJ0fdVdSr

— aura⁷| (@7springdays_) March 13, 2024

no cause this is genuinely shocking. the boys spent over a decade nurturing a relationship with mutual respect between us only for foreigners to do exactly what they defended us against from once they're away. https://t.co/klOG3C8Ebm

— military wife sab⁷. (@from_vante) March 13, 2024

this! they always encouraged us to be open about our feelings and were open to criticizing the company. because they wanted things to be better as well. but now they are gone and the people in the company are going against us and posting about us?? it’s insane https://t.co/d3ws63RApw

— gabby⁷ bad batch (@jimintano) March 13, 2024

Allison joining HYBE and throwing shade at us is disgusting!!!! Who the HECK does she think she is?!!! We are ARMY we only stan BTS!!! We were here for the longest time before Allison joined HYBE with her racist self!!!

— Bebe (@ieatc00kies247) March 13, 2024

This story also brought many fans’ attention to her previous posts, which many disapproved of. One such post was her response to Palestinian-American Congresswoman Rashida Tlaib, who she called her “horrible disgusting antisemite” under a Tweet that demanded a ceasefire in Gaza and explained her stance on “peaceful coexistence” in the region.

So far, the rift that has occurred between HYBE and a significant portion of its fanbases, has been widened with the label’s continued silence on this issue. It remains to be seen whether Kaye’s response prompts the Korean label to address the situation as well.