It’s rumored that BLACKPINK will have a December comeback. YG Entertainment recently confirmed that the group is filming a new music video. According to multiple reports, their album is in its final stages. Jisoo herself hinted at a December release.
After releasing the single JUMP in July, their first since 2022, this album would be their first in over three years. Instead of excitement, the news set off a wave of anxiety across the fandom.
A Double-Edged Sword
Releasing in December is a double-edged sword. It’s a popular month for comebacks and new releases from major artists. It’s a month filled with award shows, and year-end ceremonies.
There’s a lot of attention that can turn a comeback into a headline. It’s a way to give those who are burnt out on hearing Christmas music 24/7 new music. If timed right, a late-December release can ride the momentum into January. It could take advantage of being one of the first “new” songs of the new year.
The downside is getting overshadowed by Christmas music but also older music. Older songs from a couple of years ago are still dominating streaming. In that kind of environment, even the biggest acts risk getting buried.
That’s why many fans feel the timing is off. They see it as another case of the label mismanaging BLACKPINK and squashing their potential.
The Reality Behind the Timing
There’s another side to this. YG might have chosen December because it’s the only time all four members are available for promotions.
All four members of BLACKPINK are now established soloists. They’re juggling brand deals, acting roles, and collaborating with other artists. This comeback is part of their contract with YG Entertainment. The girls are free to do their own thing. As long as they can squeeze out a little room on their calendars for group schedules.
Sabotage or Strategy?
At the center of this debate is an uncomfortable question. Does YG believe in BLACKPINK as a group anymore?
The label’s track record hasn’t inspired confidence. Sparse comebacks, long hiatuses, underpromoting the group. BLINKS have been trained to expect the bare minimum. So when news broke of a December comeback, fans immediately thought the worst. That the label is throwing the world’s biggest girl group into the busiest season for K-pop. With the hope of their fandom doing the heavy lifting.
There’s also the possibility that YG isn’t sabotaging anything. That this is the only timeline that works for the members’ busy schedules.
Fans have a right to be cautious. YG’s history doesn’t earn them the benefit of the doubt. At the same time, BLACKPINK is one of the few acts powerful enough to overcome their label’s questionable decisions. Their fandom is large enough, and passionate enough to make anything the group releases into a huge success.
At this point, the question isn’t whether YG is sabotaging BLACKPINK. It’s whether BLACKPINK has outgrown the need for YG to begin with.
