Jennie says she wanted to ‘make music without limitations’ after her exit from her previous label

Blackpink member Jennie recently sat down for an interview and got candid about her career and life. In a new turn of events, the idol also shared her latest new music video titled ‘Seoul City’ on April 26.
Jennie has joined the long list of singers and artists who have ventured out independently to start their own record labels. The singer shared more about why and how she came to this decision. The interviewer had asked the ‘XtraL’ singer about whether the decision to start her own label came from the wish to strengthen her solo career, to which the idol enthusiastically replied with a ‘Yes’, as shared in an interview with Harper's BAZAAR Germany.
The idol shared more about why she started the label, sharing that "The idea for OA (her record label) was born because I wanted to break free creatively — to make music without limitations, without having to fit into a mould."
The artist continued by saying, "I had dreamed for a long time of creating my own creative space. Now, finally, the timing was right.” The interviewer had also asked the idol to share how 2023 as a year was to start her record label, to which she shared that "I finally had the time, and I wanted to use it to focus fully on my creativity and push myself to work harder than I ever have."
The interviewer also asked about how the album name was selected and what the thought process behind it was. The ‘Like Jennie’ singer shared her insights on the matter, stating, “I poured my whole self into this album, and in the end, I wanted to present it to the world with a name that’s mine (Ruby) but not one that people immediately associate with me.”
Jennie also made the decision to part ways with her former management agency after her contract expiration. When asked about this decision and how her life and career have been after it, the idol shared that "I was involved in every single step, from recording in the studio to shaping the visuals. That’s something my fans haven’t seen from me before."