On February 8th, Lisa of BLACKPINK personally announced the establishment of her new agency named LLOUD through her Instagram account, accompanied by a new profile picture. In her message, Lisa expressed her vision for LLOUD, stating: "Introducing LLOUD, a platform to showcase my vision in music and entertainment. Join me on this exciting journey to push through new boundaries together
The official website of LLOUD agency describes its mission as follows: "At LLOUD, our passion as an artist management company is to create experiences that transcend genres and connect generations. Our core lies in relentless innovation and a commitment to authenticity. We're not just pushing boundaries; we're redefining them, crafting chart-topping and genre-defying music. Embrace the beginning of the LLOUD era with us."
Simultaneously, all four members of BLACKPINK renewed their contracts with YG Entertainment for group activities, meaning Lisa's group endeavors with BLACKPINK will remain under the management of YG Entertainment, while her individual activities will be handled by LLOUD.
