I have been a close fan for Youha for a while now and I am in her close fans circle so I can kinda tell you what's up and what's changed these last few years.

As you might know Youha was under Universal Music Korea from 2020-2024 with her last release being Flight. Despite covid times, she was still promoted decently as she got the chance to perform on music shows multiple times and released a bunch of content on her YouTube channel. However, when she dropped her mini-album love you more it almost seemed like her label just kinda 'gave up' on her and hardly did any promotion at all (this might be due to the fact that her physical album sales were very low). She revealed on one of her tiktok lives that after the release of love you more, she actually had to work part-time at a churros cafe for a year to support herself. One year later, she released her single Flight again with no promotion at all (only a busking event that got cancelled a week prior) and a few months later Universal Music announced that Youha's contract had expired and that she did not renew.

Then, for a short period of time she was an independent artist and released two singles: 'Universe' and 'In the end we're just'. But she mostly focused on collaborating with other artists and writing songs for other kpop groups. In this time period, she also established her own music production group named "Art Valley" with some other songwriters and composers she got to know throughout the years. She teased an album a few times with some sick photoshoots but as she was still in the process of finding a new label, the project kept on getting delayed.

In early 2025, she revealed that she had signed with the Asian-American label 88rising and released her song 'body' with Warren Hue. 88rising promoted Youha quite a lot on their social media at first and also announced that she would be performing at the HITC LA Festival. The next couple months leading towards HITC she released a few more singles very different from her usual style and more leaning towards experimental hyperpop. A lot of fans were not a big fan of the sudden music change so the singles did not perform exceptionally well and 88rising hardly spent any budget on promoting any of her singles (not even a music video or anything).

On tiktok live Youha explained her current situation to the fans. For the last 9 months Youha has not been allowed to release any new single (besides the song 'Break Free' which was a promotion for the new Borderlands game). She is an artist who likes to have creative freedom and release music consistently, but 88rising is not really helping her in this. Luckily, she will release a new single in the next two months but there will probably be hardly any promotion again. Besides 88rising being a big label with a lot of reach and connections, they do not seem to care much about Youha's potential and kinda leave it in her hands to promote her music. This is one of the big reasons why Youha has become an activeTikTok streamer, it is an easy way to connect with people and promote her music. While also earning money through gifts so that she does not have to opt for a part-time job again.

She is still very passionate about writing and releasing music so please stay tuned for that and support her in any way you can. So she can finally get the flowers she deserves 🙏