NewJeans’ Third Anniversary Sparks Industry Debate: Creativity Versus Control in K-Pop

NewJeans’ 3rd anniversary reignites industry debate: creativity vs. control in K-pop

NewJeans is facing controversy as it marks its 3rd debut anniversary on July 22. Tensions between HYBE and former ADOR CEO Min Hee-jin have flared, with discussions moving beyond corporate disputes to spotlight deeper issues in the K-pop industry.

The conflict centers on who defines creative content. The battle has been framed as Bang Si-hyuk (HYBE) vs. Min Hee-jin (ADOR). However, researcher Ko Yoon-hwa argues it’s about authority in creativity.

HYBE has transformed into a multi-label powerhouse, symbolizing corporate dominance. ADOR, under Min’s leadership, has pursued a unique approach, aiming for originality through groups like NewJeans.

In her paper, Ko states:

“The clash between centralized power and creative visionaries illustrates fundamental industry questions: Who owns creativity and innovation?”

NewJeans debuted with "Attention" on July 22, 2022, making waves with hits like "Hype Boy" and "Super Shy." They’ve been a fan-favorite, infusing “easy listening K-pop” into the mainstream.

However, amid this dispute, the group is currently on hiatus. ADOR wished them a happy anniversary with a celebratory animation, subtly acknowledging their milestone.

Check out NewJeans’ debut video here:

NewJeans – Attention (Official Music Video)

And here’s the anniversary post from ADOR:

This feud has turned into more than just business. It’s a case study on the path forward for K-pop in the years to come.

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