Blake Lively is reportedly facing a smear campaign orchestrated by TAG PR, a public relations firm connected to the South Korean entertainment conglomerate HYBE and music executive Scooter Braun. This situation follows a series of similar incidents involving HYBE and the K-pop group NewJeans, suggesting a troubling pattern of behavior. Allegations indicate that TAG PR has utilized social media platforms to encourage negative narratives against Lively while attempting to manipulate fan communities.
TAG PR, also known as The Agency Group, operates under the leadership of Melissa Nathan. In March 2024, HYBE America acquired a controlling stake in TAG PR for approximately £20 million (about $25 million). The acquisition raised eyebrows in the entertainment industry due to the firm’s controversial history and client list, as well as Braun’s high-profile management of celebrities like Justin Bieber and his involvement in the public dispute with Taylor Swift over music rights.
In a legal complaint, Lively’s team claims to have uncovered text messages and internal discussions among PR professionals that indicate a coordinated effort to damage her reputation. The complaint suggests that the campaign aims to undermine her credibility ahead of an upcoming sexual harassment trial, allegedly involving tactics designed to sway public opinion against her.
While Lively’s representatives have made serious allegations, the camp of Gianluca Baldoni, the individual at the center of the harassment case, has vehemently denied these claims, labeling them as false and defamatory. The implications of this case extend beyond Lively alone, as TAG PR’s smear tactics have reportedly been directed towards others, including Min Hee-jin, a former CEO of HYBE’s sub-label ADOR.
Hee-jin has been embroiled in her own legal battles, asserting that TAG PR has engaged in campaigns to discredit her and her work with NewJeans. Her allegations include claims of negative online content and the use of malicious websites designed to tarnish her reputation, a tactic she argues is part of a broader strategy tied to HYBE’s interests.
The conflict within HYBE and its subsidiaries began as an internal dispute, with the conglomerate accusing Hee-jin of overstepping her authority at ADOR, leading to public criticisms from her and NewJeans regarding alleged mismanagement and mistreatment.
Lively’s situation stands as a stark illustration of the potential for corporate power to wield influence over individual reputations. The alleged campaign reportedly capitalizes on social media dynamics, manipulating fan communities to amplify attacks against Lively and Hee-jin, thus weaponizing cultural and religious identities to escalate the smear.
As the legal proceedings unfold, the ramifications of these allegations could extend beyond personal reputations, raising significant questions about ethical practices within public relations and the influence of conglomerates in the entertainment industry.
