"Introducing LLOUD, a platform to showcase my vision in the music and entertainment industry. Join me on this exciting journey to cross new boundaries together," Lisa wrote on her Instagram. 

On the official LLOUD website, it is written as an "artist management company".

"Our passion as an artist management company is to create experiences that transcend genres and connect generations. Our core lies in relentless innovation and a commitment to authenticity. We don't just push boundaries, we redefine them, creating music that tops charts and challenges genres," reads the official LLOUD website.

Lisa is the third personnel from BLACKPINK to launch their own label. In November 2023, Jennie founded her own company and label, Odd Atelier (OA). While Jisoo is rumoured to have established an agency business called Blissoo with her brother.

This comes more than a month after YG Entertainment confirmed that all BLACKPINK personnel would not renew their individual contracts with the agency. Meanwhile, Rose has yet to announce her future plans as a solo artist.

However, the four BLACKPINK members continue to renew their contracts with YG Entertainment for group activities.

According to allkpop.com, establishing a label is considered as a getaway to to distinctly showcase their preferred musical style and pursue greater freedom in their activities. Besides, the profit-sharing might be more favourable.