Heo Hyun, a former YG Entertainment manager convicted in the notorious Burning Sun scandal, has been appointed Chief Business Officer of MuseM. The decision has triggered heavy criticism within the entertainment industry.

MuseM's Appointment and Background

On September 24, MuseM announced the appointment of Heo Hyun as Global Business Head and China branch chief. A graduate of Fudan University, Heo previously managed BigBang's activities in China during his time at YG Entertainment.

Burning Sun Conviction

Heo was one of the members of the infamous Burning Sun group chat that included Jung Joon-young and Choi Jong-hoon. In March 2016, the group traveled to Daegu for a fan signing event, later meeting women at a club and moving to a hotel where sexual assault occurred. Heo was sentenced to eight months in prison, suspended for two years, with mandatory completion of 80 hours of sex offender treatment and 160 hours of community service. His appeals were dismissed by both the appellate court and the Supreme Court, leaving the original verdict intact.

Industry Backlash

MuseM emphasized that its expansion into China is separate from Heo's past crimes, while Heo himself expressed ambition to help MuseM grow into a unicorn in the K-content industry.

However, industry insiders remain skeptical. One entertainment source noted, "MuseM is building its business on artist IP. Which agency would entrust their IP to someone convicted in the Burning Sun scandal?" raising serious concerns over reputational damage.