ONF's Independence After 8 Years Signals Shift in K-Pop Power Dynamics

After eight years together, ONF has chosen a path that's becoming increasingly common in K-Pop: independence without dissolution. On January 27, WM Entertainment announced the conclusion of ONF's exclusive contracts, but with a crucial detail—the group will continue promoting together under the ONF name.

This isn't just another contract termination story. It's a window into how K-Pop's power dynamics are shifting, where artists are finding ways to maintain their creative partnerships even when business relationships end.

Breaking the Traditional Mold

Historically, leaving an agency meant one of two things: group disbandment or individual career pivots. The idea of maintaining group identity post-agency was almost unthinkable in K-Pop's earlier days, when entertainment companies held nearly absolute control over artist brands and intellectual property.

ONF's decision reflects a broader industry evolution. Since debuting in 2017, they've built a dedicated international fanbase and established a distinct musical identity. This foundation has given them leverage that previous generations of mid-tier groups rarely possessed.

The group's journey with WM Entertainment wasn't marked by public disputes or dramatic exits. Instead, it appears to be a mutual recognition that their paths had diverged—a mature handling of business relationships that's becoming more common as the industry matures.

The New Independence Movement

ONF joins a growing list of K-Pop acts choosing independence over traditional agency structures. HIGHLIGHT's departure from Cube Entertainment to form their own label, and GOT7's continued group activities after leaving JYP Entertainment, have paved the way for this model.

Several factors have made this possible. Streaming platforms and social media have democratized music distribution and fan engagement. Global K-Pop expansion has strengthened artists' negotiating positions. Perhaps most importantly, fan loyalty has increasingly shifted from companies to artists themselves.

This trend reflects broader changes in the entertainment industry worldwide, where artists across genres are seeking more control over their creative output and financial arrangements.

The Double-Edged Sword of Freedom

Independence comes with trade-offs that ONF will need to navigate carefully. Without WM Entertainment's infrastructure, they'll need to handle everything from tour logistics to international distribution. For a mid-tier group, competing against major agency resources requires strategic thinking and potentially new partnerships.

The financial reality is complex too. While artists typically retain larger revenue shares when independent, they also bear more operational costs and risks. Success isn't guaranteed, and the safety net of agency support disappears.

However, creative freedom could be transformative. ONF can now explore musical directions that might not have aligned with their former agency's broader strategy. They can also engage with fans more directly, building relationships that aren't filtered through corporate communications strategies.