Some at HYBE thought the NewJeans concept was ‘simple’ and lacked ‘crowd appeal’, says ADOR brand CEO

The CEO of record label ADOR, which launched K-pop group NewJeans this month, has revealed that the girl group’s atypical concept was questioned by record label parent company HYBE.

CEO Min Hee-jin recently gave an interview to South Korean outlet JoongAng Daily, in which she discussed the production of rookie girl group NewJeans and their atypical launch, which broke with industry conventions. For example, instead of going the usual route of introducing members, releasing teasers, and then releasing a music video, NewJeans introduced themselves through a music video that also announced the group’s name, long before any information about it was shared. members of the group.

Min also admitted that the music he “chose” for NewJeans, the first ADOR artist, “wasn’t the traditional style of K-pop idols.” “I felt instinctively forced to follow the formula of how to produce K-pop hits,” he said. “It was taken for granted, so I felt a bit rebellious and wanted to break that formula.”

According to Min, not everyone within HYBE—ADOR’s parent company whose other affiliates include BTS and Tomorrow X Together, Big Hit Music’s label, and Pledis’ SEVENTEEN label—trusted the NewJeans concept.

“Interestingly, within HYBE, I was told that [mi concepto para NewJeans] it was ‘simple’ or ‘the kind that has no appeal to the public,'” he said. “Some people were convinced that it was unlikely to succeed because it does not follow the usual ‘K-pop idol grammar’.”

Min said she went ahead with the direction she planned for NewJeans despite everything: “But I didn’t care. I had a clear vision of what I wanted to do and I was sure about the music I chose. The more I had heard skeptical comments like that, the more I wanted to present [NewJeans] before”.

Min also revealed that the next NewJeans project was planned “even before that [su] first.” “I see NewJeans as a really ‘whimsical’ group, not just whimsical for being weird, but trying to figure out what hasn’t been done in K-pop even though it should be,” he said. willing to go on an adventure with me… If things go as planned, [su próximo lanzamiento] It’s going to be a really great album too.”

In other NewJeans news, ADOR shared a statement yesterday (August 10) announcing their plans to take legal action against the perpetrators of “malicious activities” against the girl group.

“We will initiate legal proceedings based on the evidence submitted by our followers, as well as the evidence gathered through our internal control efforts, and no settlement or leniency will be extended to the perpetrators of these activities,” said ADOR.

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