Allegations have emerged that actress Blake Lively is the target of a smear campaign orchestrated by TAG PR, a public relations firm connected to the South Korean entertainment conglomerate HYBE and music executive Scooter Braun. Reports indicate that this campaign follows a troubling pattern, as HYBE and its affiliates have been involved in previous disputes concerning the K-pop group NewJeans and its management.
Posts circulating on the platform X claim that a website linked to TAG PR has encouraged coordinated attacks on Lively, seeking to mobilize fan communities against her. The firm is also accused of targeting sensitive cultural and religious groups, including those supporting Israel. The allegations suggest that TAG PR, which is owned by HYBE, is leveraging its considerable influence to undermine Lively’s public image.
TAG PR’s Controversial Background
TAG PR, also known as The Agency Group, is a US-based crisis management firm led by Melissa Nathan. In March 2024, HYBE America acquired a controlling stake in TAG PR for approximately £20 million ($25 million). This acquisition has drawn scrutiny from both fans and industry observers, particularly due to the firm’s controversial client roster, which includes notable figures such as Justin Bieber and Johnny Depp.
Braun’s association with TAG PR has raised eyebrows, especially in light of his past public disputes, most notably with Taylor Swift over the ownership of her early master recordings. The connection to Lively is particularly sensitive, as her legal complaint includes texts and internal communications suggesting an “organised takedown” of her reputation. According to her legal team, narratives are being crafted to undermine her credibility in advance of impending sexual harassment proceedings, which have been denied by representatives for her accuser, actor Andrew Baldoni.
Broader Implications of the Allegations
The allegations against TAG PR extend well beyond Lively. The firm has faced public scrutiny for its role in smear campaigns linked to interests of HYBE overseas. A significant case involves Min Hee-jin, former CEO of HYBE sub-label ADOR, who claims TAG PR engaged in maligning her and her work with NewJeans. Hee-jin asserts that a website associated with TAG PR published negative content that targeted her and the group’s fanbase, referred to as Bunnies.
In her legal action, Hee-jin argues that the smear efforts escalated from a corporate dispute, where HYBE accused her of overstepping her authority. The situation turned public when Hee-jin and NewJeans openly criticized the company, alleging mismanagement and attempts to control their creative direction.
Lively’s case is particularly striking, as it highlights the potential for powerful PR firms to manipulate public perception through strategic social media tactics. The alleged campaign not only targets Lively but also seeks to weaponize sensitive cultural identities to amplify the smear against her and Hee-jin.
As the situation develops, the implications of these allegations could extend beyond individual reputations, raising questions about the broader impact of corporate influence in the entertainment industry. Legal actions against TAG PR may lead to further scrutiny of HYBE’s operations both in the United States and internationally. The unfolding narrative illustrates the complex interplay between celebrity, public relations, and corporate power in today’s media landscape.
