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Dejavu Group
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Dejavu Group

Dejavu Group was the artist-built Korean hip-hop label founded by BewhY in 2017 after his breakthrough run on Mnet. It began as a tighter home for BewhY's post-Show Me the Money 5 momentum, then grew into a more recognizable independent label identity with its own channels, site, and visual language.

What made Dejavu matter was not sheer roster scale. It was the way the company turned one rapper's breakout into a self-directed infrastructure play. That independence gave BewhY room to connect release strategy, label branding, and cross-platform visibility, including soundtrack-era attention around projects carried by platforms like Netflix. In a Korean hip-hop market that often relies on loose affiliation, Dejavu tried to look and operate like a fully authored house.

That chapter closed in May 2026, when BewhY announced the end of Dejavu Group's operations and took direct responsibility for the outcome. The shutdown does not erase the label's significance. It leaves behind one of the clearest examples of how a top-line rapper tried to build lasting independent structure, even if the business runway ultimately ran out.

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BewhY
BewhYArtist
Debut 2014

Fans Also Ask

What was Dejavu Group?
Dejavu Group was the Korean hip-hop label founded by BewhY in 2017 after his Show Me the Money 5 breakthrough. It started as a self-built platform for his next chapter, then developed into a more defined independent label with its own public channels, release identity, and reputation inside the scene.
Who founded Dejavu Group?
BewhY founded Dejavu Group and remained its public face throughout the label's run. That mattered because the company was never just a passive management shell. It was part of his broader attempt to turn personal momentum into a durable, artist-led business structure with its own brand language.
Is Dejavu Group still active?
No. BewhY announced in May 2026 that Dejavu Group would end operations, describing the closure as his own responsibility after the business and his original vision drifted apart. The label's shutdown closed a significant independent chapter in Korean hip-hop rather than a routine agency reshuffle.

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BewhY performing live onstage with dancers and blue concert lights behind him
K-Hip Hop4 min read

BewhY shuts down Dejavu Group after 9 years and says “I failed”

BewhY ended Dejavu Group on May 1 and called the move his own failure, turning a label shutdown into one of the rawest Korean hip-hop business stories of the week.

PakMay 4, 2026
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