ODD ATELIER

ODD ATELIER is the independent entertainment label Jennie founded in December 2023 to take full creative control of her solo career. The name combines "odd" with the French word for workshop, a signal that this would be a space built for experimentation rather than formula. The label handles Jennie's solo music, fashion ventures, and content production, with US music distribution running through Columbia Records (Sony Music). The debut release cycle proved the model works. "Mantra" dropped in October 2024 as a statement single, followed by the studio album Ruby in March 2025, which sold over one million copies worldwide and placed in the top ten across 19 countries. The numbers validated what Jennie bet on when she left the traditional agency structure: that a lean, artist-controlled operation could compete at the highest level of global pop. ODD ATELIER also manages Jennie's brand partnerships, including her longstanding ambassadorships with Chanel, Calvin Klein, and Porsche. The label's ability to coordinate music, fashion, and content under one roof gives Jennie the kind of unified creative direction that the traditional K-pop agency model rarely allows. Among the wave of solo labels launched by BLACKPINK members after their 2023 contract restructuring with YG Entertainment, ODD ATELIER stands alongside LLOUD (Lisa) and BLISSOO (Jisoo) as proof that K-pop's biggest artists can build their own infrastructure. The label operates from Seoul with a lean team focused on quality over volume.