The reform of BEAST and Cube Entertainment's huge mistake
On February 10, Cube Entertainment announced that BEAST will make a comeback as a 3-member group. According to the agency, Jang Hyun Seung, who's left the team last year will join the team again, while two fresh members will be active as his team mates.
Well, it was a surprising news, wasn't it? You know, as Yoon dujun, Yong Junhyung, Yang Yoseob, Lee Gikwang and Son Dongwoon, who have left Cube and established their own agency are preparing for their comeback and fans of BEAST still regard them as BEAST, so many fans are blaming Cube after the agency announced BEAST will be reborn as a 3-member group.
Actually, the only reason Cube made the decision is because the agency didn't want to lose its trademark right to BEAST. Cube has the trademark right to BEAST, and it is valid till 2026. That's why the 4 BEAST members couldn't use the name "BEAST" after leaving Cube. And as the members want to reclaim their name, they have been negotiating with the agency.
In this situation, Cube didn't want to lose its trademark right to BEAST because BEAST is one of the most popular k-pop idol groups and it has excellent brand power. Yeah, what Cube wants is to earn a lot of money by using BEAST's name.
Well, I can understand Cube in some ways, but I'm sure it was the agency's huge mistake. As I mentioned, fans of BEAST still regard the 5 BEAST members as BEAST. Do you think the new BEAST will be able to become as popular as the original BEAST? No, never. In addition, if the 3-member group releases its album, the group and Cube will draw fierce criticism from k-pop fans. It will be never easy for them to handle it.
And it's not good for Jang Hyun Seung either. He's already left BEAST and it could be an act of betrayal to make a comeback as a member of new BEAST. And in a way, he could hurt his pride because he wanted to show people that he can be successful as a solo artist. Cube also knew that he would disagree with its plan, and that's why the agency didn't tell him about the plan in advance. You know, after Cube made an official announcement about the reform of BEAST, Jang Hyun Seung expressed dissatisfaction about it through his SNS, stating, "I've never heard anything about it, and I even don't want to do it."