HYBE Acquires US PR Firm Connected with Johnny Depp, Justin Baldoni, and Other Celebrities

HYBE has officially acquired a United States-based PR agency to enhance the public relations capabilities of its American division. On September 20, Yonhap reported that the PR firm, known as The Agency Group PR LLC, has now been included in HYBE’s list of consolidated subsidiaries.

Media reports reveal that the entertainment company’s bi-annual reports indicate that The Agency Group PR (TAG PR), a non-public company located in Santa Monica, California, was purchased by the South Korean entertainment giant through an equity acquisition.

TAG PR represents a roster of high-profile clients, including celebrities such as Johnny Depp, Justin Baldoni, Drake, and Logan Paul. In contrast, HYBE boasts an impressive lineup of artists, including BTS, TXT, SEVENTEEN, LE SSERAFIM, NewJeans, TWS, BOYNEXTDOOR, Fromis_9, among others. The combination of HYBE’s acquisition of TAG PR and its celebrity clientele has generated significant excitement across social media platforms.

Importantly, HYBE now reportedly holds a 51 percent stake in the American PR firm, thereby becoming its parent company. A source from the Korean management firm, speaking on the condition of anonymity, stated to Yonhap:

“We acquired the PR agency early this year as part of our efforts to strengthen the public relations resources of HYBE America.”

About The Agency Group PR: HYBE’s New Subsidiary with Controversial Clients

Recently, HYBE’s acquisition of a US-based PR agency aims to bolster its publicity efforts for its American branch. This agency, identified as The Agency Group PR, has been noted for its involvement in the highly publicized defamation case of Johnny Depp against his ex-wife Amber Heard, who published an opinion editorial in The Washington Post in 2018.

Depp faced allegations of orchestrating a campaign to damage his ex-wife’s reputation.

Additionally, the agency has managed Justin Baldoni’s PR crisis related to rumors surrounding his tensions with co-star Blake Lively from the film It Ends With Us. Reports suggested significant issues regarding working conditions on set.

A connection between Johnny Depp and Justin Baldoni is Melissa Nathan, who played a role in the PR management of both cases. Melissa Nathan serves as one of the two managers of TAG PR and is also the President of the LLC.

There has been significant backlash from netizens regarding HYBE’s acquisition of TAG PR, given the agency’s past association with controversial celebrity cases.

HYBE’s Dispute with Min Hee-jin

On August 27, Min Hee-jin was removed from her role as CEO of HYBE’s subsidiary label ADOR, with Chief Human Resources Officer Kim Joo-young stepping in as the new CEO. This transition has led to scrutiny, particularly as NewJeans, a K-pop girl group managed by ADOR, expressed discontent over Min Hee-jin’s dismissal.

On September 11, NewJeans addressed the issue during a live session on YouTube, claiming mistreatment by the agency following the previous CEO’s exit. During the discussion, Danielle, a member of the group, called on the agency and Bang PD to restore Min Hee-jin to her position by September 25, 2024.

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