“Where is Freedom of Speech?” – Fans Express Outrage as KBS Censors Jennie’s ‘Mantra’ and NCT’s Jaehyun’s ‘Unconditional’ Due to Brand Mentions

On October 23, 2024, KBS decided to prohibit the airing of BLACKPINK’s Jennie’s track “Mantra”and NCT’s Jaehyun’s single “Unconditional”due to references to specific brands. KBS classified both tracks as “ineligible”for broadcast according to Article 46, which regulates advertisements within songs. KBS policies allow artists to eliminate the contested portions of their tracks and reapply for reconsideration regarding the airing decision.

Jennie’s “Mantra”was launched on October 11, 2024, under her own label, ODDATELLIER, in collaboration with Columbia Records. In contrast, Jaehyun’s EP, titled “Unconditional,”is set for international release on October 24, 2024.

This announcement triggered outrage among fans of both K-pop stars, who deemed the ruling unreasonable. The situation quickly escalated on social media as countless fans voiced their concerns over the policy and challenged the notion of “freedom of speech”within the South Korean music scene.

“What happened to freedom of speech? This is disappointing,”commented one fan.

Supporters of Jennie expressed that this ruling exemplified a “double standard,”arguing that it restricts artistic expression and innovation.

“Another brand mention prohibition? This seems like a double standard—when will KBS understand it hinders creativity? Artists shouldn’t be penalized for being authentic,”one fan argued.

“This is unfortunate! It’s curious to see how brand references impact broadcasting. I hope this issue is resolved quickly:),”said another fan.

“The ban on JENNIE’s ‘Mantra’ highlights the fine line between commercial branding and creative freedom. While protecting business interests is critical, limiting artists’ creativity can be detrimental to music. Could this spark a broader dialogue about artistic expression in the industry?”a different fan remarked.

Jaehyun’s followers also chimed in, voicing their discontent with KBS’s decision. Some fans noted that Jaehyun serves as a brand ambassador for the luxury label Prada, making his reference of the name in his song seem appropriate.

“KBS must ease its grip. Censoring #JAEHYUN’s ‘Unconditional’ seems unwarranted—let the artistry shine without these limitations,”one fan expressed.

“It’s disheartening to see ‘Unconditional’ by #JAEHYUN forbidden due to a brand mention. Such stringent policies stifle creativity and artistic expression!”another fan lamented.

“Banning his track just for mentioning Prada? He is the brand’s global ambassador,”another fan commented.

Insights on BLACKPINK’s Jennie’s “Mantra”Gaining Popularity & Jaehyun’s Anticipated Release

Jennie unveiled her song “Mantra”on October 11, marking her return after releasing “You & Me”in 2023. “Mantra”came nearly a year after her last solo track, which she dropped while still under YG Entertainment.

After exiting YG Entertainment in December 2023, BLACKPINK’s Jennie launched her own label, ODDATELLIER, on December 24, 2023. As the founder and CEO of ODDATELLIER, she signed with Columbia Records on September 9, 2024, and confirmed her plans to release her debut solo album with them.

According to Korea JoongAng Daily on October 18, 2024, NCT’s Jaehyun’s forthcoming EP, “Unconditional,”is inspired by the artist’s “intense emotions.”

“Given that this new track is infused with Jaehyun’s heightened feelings, anticipation is high for the new allure he will present to fans,” SM Entertainment declared.

This EP follows the release of his debut studio album “J,”which came out in August 2024 and featured eight songs: “Smoke,””Roses,””Dandelion,””Flamin’ Hot Lemon,””Easy,””Completely,””Can’t Get You,”and “Smoke”(English Version).

In other developments, Jennie shared with Harper’s BAZAAR that her debut solo album is projected for release at the end of 2024. She confirmed that tracks from her upcoming album will be recorded in English and released under her company, ODDATELLIER.

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