Second-generation K-pop boy group, HIGHLIGHT reclaims trademark right for their former band name, BEAST

On Tuesday, April 2, Around Us Entertainment, the agency of HIGHLIGHT, released a statement regarding their mutual agreement with CUBE Entertainment, the previous agency of the second-generation K-pop boy group. The agreement concerns the trademark of the word ‘BEAST’. The six-piece boy band originally debuted under CUBE Entertainment in 2009 under the name BEAST.

Despite shifting labels to Around Us Entertainment in 2017, two members of the group, Yong Jun-hyung and Jang Hyun-seung, had departed by 2019. Since K-pop agencies typically hold trademark rights for group names, artists who switch labels are unable to use their previous names. As a result, the group has been promoting as HIGHLIGHT since 2017.

Despite this, Around Us Entertainment has announced that CUBE Entertainment has granted permission for the usage of the word BEAST by the second-generation K-pop boy group. This means that in addition to their official name, HIGHLIGHT, the group can also use BEAST as a way to reminisce on their 15-year journey together, according to the agency.

HIGHLIGHT Reclaims Former Group Name BEAST in Statement by Around Us Entertainment

HIGHLIGHT, a K-pop group consisting of four members, made their debut under CUBE Entertainment in 2009. Initially known as B2ST, the group was introduced by the agency through a documentary series called MTV B2ST. However, their name was later changed to BEAST and they continued to gain a large following with their popular releases such as Breath, Shock, Bad Girl, and more.

Despite the group’s initial success, their membership began to dwindle around 2016. Jang Hyun-seung was the first to depart in pursuit of a solo career, citing irreconcilable differences in music styles with the other members. In 2019, Yong Hyun-seung also left the group’s company following his involvement in the Burning Sun scandal.

Nonetheless, in late 2016, BEAST transitioned into HIGHLIGHT under their new management company, Around Us Entertainment. This change was necessary as their contract with CUBE Entertainment had expired, and since CUBE had trademarked the name BEAST, the group could no longer promote under it legally.

Despite having reached the peak of their fame under the name BEAST, the group continued to be referred to by their former name. Additionally, many fans longed for the group to be promoted as BEAST once again. On April 2, Around Us Entertainment announced that they had acquired the trademark rights for the name from CUBE Entertainment.

Around Us Entertainment stated in their official statement:

“We recently reached a smooth mutual agreement with Cube Entertainment on the use of the ‘BEAST’ trademark. We would also like to express our gratitude to CUBE Entertainment for this discussion on a larger scale. However, the group plans to continue its activities under the team name ‘HIGHLIGHT’.”

Additionally, they added:

“We are thrilled to be able to show our fans the team name ‘BEAST’, separate from our activity name. We sincerely thank our fans for their generous support and love over the past 15 years. We hope that this news will be a meaningful gift for HIGHLIGHT and all Lights celebrating its 15th anniversary.”

On the contrary, Around Us Entertainment released a video confirming the news and also disclosing three special dates, May 10, 11, and 12, 2024, with the title “Lights Go On, Again.”Fans are speculating that these dates may be reserved for a three-day concert commemorating the group’s 15th debut anniversary.