Founded by BLACKPINK's Jennie in November 2023, OA (Odd Atelier) is an independent entertainment company and record label built around artistic freedom, innovation, and creative ownership. The name "Odd Atelier" reflects its mission of creating work that stands out from the ordinary, describing itself as "a space that aims to create new things that attract attention in a different way from what is usual or expected."

The launch of OA marked a major turning point in Jennie's career. Following BLACKPINK's renewal with YG Entertainment for group activities, Jennie chose to manage her solo career independently through her own company while continuing to promote with BLACKPINK as a member. This structure allows her to maintain complete creative and business control over her individual projects, including music releases, visual concepts, brand partnerships, acting ventures, and global promotions.

Unlike a traditional K-pop entertainment agency that manages multiple artists, OA was initially established as a boutique, artist-focused company dedicated solely to Jennie's career. By operating independently, she oversees every aspect of her artistic identity from the music she creates to the way it is presented to audiences around the world. The model is comparable to other successful artist-owned companies that prioritize creative independence and long-term ownership over their work.

Since its launch, OA has become the foundation for Jennie's solo era. The company has managed her music releases, fashion campaigns, acting projects, and international collaborations while expanding her presence beyond K-pop into the global entertainment industry. In 2024, OA entered a partnership with Columbia Records to distribute Jennie's solo music internationally, combining the creative freedom of an independent label with the worldwide reach of a major record company.