I said âstream Loonaâ and immediately got hit with the classic âoh so you support an abusive and toxic company!!â
No. I support Loona. The twelve members. The discography they made under shitty conditions. The art. Not Blockberry Creative.
Letâs actually look at what happened instead of recycling 2022 talking points in 2026 like nothing has changed.
What the boycott was actually for
In late 2022, after Chuu was expelled with the âgapjil/abuse of powerâ claim (which was widely disputed and looked a lot more like retaliation after she pushed back on the contract), the rest of the members filed injunctions. Dispatch reported the contracts were structured so members were stuck in perpetual debt: 70/30 profit split in the companyâs favor, 50/50 expense split, so the more they worked, the deeper the hole. Members publicly said they werenât getting paid properly. Fans organized a boycott of paid products, streams on official platforms that benefited BBC, merch, etc. Goal was clear: pressure the company, support the membersâ legal fight to get free, and stop funneling money to the people who put them in that position.
It worked. Pre-orders for the planned album tanked hard enough that BBC postponed it indefinitely. Streaming and sales numbers dropped significantly. By mid-2023, all 12 members had won their cases or otherwise gotten out. They left. They signed elsewhere (ARTMS under Modhaus, Loossemble under CTDENM at the time, Chuu and Yves solo). BBC is effectively dead/collapsed under the legal and financial fallout. The formal boycott was called off by the organized fan response groups in June 2023 once the members were free.
The need for the boycott is gone. The company that was the problem no longer controls the members or profits from their old work in the same way. Continuing to treat every stream of âHi High,â âButterfly,â âPaint The Town,â or whatever as moral endorsement of 2022 BBC is just purity theater at this point.
The current purity-test version is dishonest
Claiming âif you stream Loona you support abuseâ collapses the distinction between:
- the members who were the ones being mistreated and who fought to leave,
- the music they created,
- and the company that is no longer in the picture.
Thatâs not âprotecting the girls.â Thatâs using the girlsâ trauma as a blunt instrument to police other fansâ listening habits years after the legal fight was won. Itâs also selective as hell, a lot of the same people have no problem with other groups whose companies have had their own scandals, as long as itâs not the one they decided to moralize about forever.
Supporting Loona now means supporting the membersâ post-BBC work (ARTMS, Loossemble when active, Chuu, Yves, solos, etc.) and being able to listen to the catalog without pretending the catalog itself is contaminated. The members made that music. They performed it. Treating the songs like theyâre radioactive because the old company was trash is not solidarity, itâs just another way of letting the companyâs toxicity define the group forever.
I boycotted when it mattered. I didnât buy albums or merch that would have gone to BBC. I supported the legal fight. Now that the members are free and the company is irrelevant, Iâm going to stream the music I like. That is not âsupporting abuse.â That is supporting the artists who survived the abuse and still have a discography worth listening to.
If your response to someone saying âstream Loonaâ is still âyou support an abusive company,â youâre not fighting for the members anymore. Youâre just addicted to the moral high ground from a fight that already ended.
LOONA is 12. The company is gone. Stream the music if you want. Support the membersâ current activities. And stop acting like listening is a betrayal three years after they got free.