For a while now, BEAST and Cube Entertainment have been reported to be in discussions over whether the boy group will renew their exclusive contract with the agency.
Although Cube Entertainment continues to state that they are still in discussions and nothing is decided, many news outlets have reported that BEAST may set up their own independent agency and part ways from Cube.
One media outlet recently reported that one issue at stake in their discussions may be Cube Entertainment’s ownership of the “BEAST” trademark.
At the beginning of this year, Cube registered the “BEAST” trademark in the areas of music, commercials, and performance. The trademark registration will expire in 2026 (January 25 for music, February 23 for commercials, and April 1 for performance).
If BEAST parts ways with Cube Entertainment, they cannot use their group name in promotions without the agency’s permission. Even if they were to change their group name, if they choose to perform songs that they released under Cube Entertainment, they would have to pay royalties back to the agency. In addition, Cube may choose to extend the trademark registration past 2026.
One source reported, “We have not yet received feedback from the BEAST members. We are still waiting. Cube currently owns the trademark, but Cube is a listed company. It is not possible to give the trademark registration through a single person’s decision. If BEAST were to use their name and music without permission from Cube, there might be conflict. But the most important thing is to decide whether they will stay with the agency. The trademark issue can be resolved later.”
There is some precedent with veteran idol group Shinhwa, who also had to fight for the right to use their trademarked group name after parting ways with SM Entertainment. A source from the music industry said, “It will not be easy for BEAST to stand on their own. The next 10 years is on the line. Using Shinhwa’s example, they have to find a compromise with their agency.”