Sarah Bensetiti

Secretary

Photo via NewJeans Instagram

In July 2023, social media platforms TikTok and Instagram were electrified by the infectious lyrics, “I’m super shy, super shy, but wait a minute while I make you mine, make you mine.” This catchy tune, titled “Super Shy,” marked a significant milestone for NewJeans, catapulting the K-pop group to unprecedented heights of fame and success. The song not only dominated the Billboard Global 200 but also made impressive strides on the US Billboard Hot 100 and the UK Singles Chart. This surge in popularity cemented NewJeans’ status as one of the best-selling artists in the global music scene, showcasing their widespread appeal and talent.

However, on September 11, 2024, the K-pop industry was rocked by an unforeseen turn of events that sent shockwaves through the community. The five members of NewJeans—Minji, Danielle, Hanni, Haerin, and Hyein—went live on YouTube without the consent or knowledge of their managing company, Hybe. During this unsanctioned broadcast, the members candidly expressed their feelings of insecurity and dissatisfaction under the new management, issuing an ultimatum demanding the reinstatement of Min Heejin, the former CEO of Ador, the subsidiary under which NewJeans initially rose to fame. This bold move to speak out against Hybe, a near-monopoly in the K-pop world with subsidiaries like BigHit Music (home to BTS and Tomorrow X Together), Belift Lab (Enhypen), and Pledis Entertainment (Seventeen), sent shockwaves through the industry, highlighting the intense internal conflict within the company.

The roots of this controversy trace back even before NewJeans’ highly anticipated debut in July 2022 with their single “Attention.” Tensions heightened significantly with the release of Le Sserafim’s single “Fearless” in May 2022. Min Heejin, the visionary CEO of Ador, accused Hybe of plagiarizing her innovative concept for NewJeans. She believed that her meticulously crafted group was being undermined and overshadowed by the debut of Le Sserafim. Renowned for her avant-garde approach to the K-pop industry, Min Heejin envisioned NewJeans as a groundbreaking force, blending styles from the iconic 1990s and 2000s to redefine fifth-generation K-pop, setting new trends and standards in the industry.

Le Sserafim’s debut, however, threatened to eclipse Min Heejin’s meticulously planned introduction of NewJeans, igniting a fierce rivalry that underscored the high stakes and intense competition within the K-pop industry. The situation deteriorated further when Hybe, alarmed by Min Heejin’s 18% stake in Ador, feared she might attempt to take over the subsidiary and sever it from the parent company. Convinced she could persuade investors to support Ador’s independence, Hybe initiated an audit on April 24, 2024, leading to Min Heejin’s demotion from CEO to creative director, a move that further intensified the internal strife.

In retaliation, Min Heejin made broad statements alleging new plagiarism issues involving NewJeans and the newly debuted five-member girl group ILLIT, known for their hit song “Magnetic.” She claimed that ILLIT’s style and choreography closely mirrored that of Ador’s group, adding fuel to the fire. On April 25, 2024, Hybe reported Min Heejin to the police for breach of trust, citing audit evidence that suggested she planned to take over Ador. The evidence included detailed discussions between Min Heejin and Ador employees about pressuring Hybe into selling the subsidiary’s shares, further complicating the already tumultuous situation.

On the same day, a press conference was held where Min Heejin denied the accusations despite the compelling evidence presented. She reiterated her plagiarism claims against Hybe and publicly defended her position, maintaining her stance firmly. A month of silence followed, but in late May, BeLift Lab, the company behind ILLIT, filed a defamation lawsuit against Min Heejin. They sought to protect their new girl group from the allegations, which had significant psychological effects on its members. This case is ongoing, but the court ruled that Min Heejin could retain her position as CEO of Ador despite Hybe’s audit, a decision that added another layer of complexity to the saga.

Despite these legal battles, NewJeans experienced success with their comeback “How Sweet” in June and July 2024. However, it was not long before tensions rose again. Source Music, the subsidiary behind Le Sserafim, decided to sue Min Heejin for slandering their respective girl groups, staff, and participating creators. This lawsuit, combined with others still pending, led Min Heejin to step down as CEO of Ador on August 27, 2024. She also declined a job offer from Hybe to become NewJeans’ producer, deeming the position unreasonable and untenable, highlighting the irreparable rift between her and the parent company.

Since the live video, NewJeans has remained silent, leaving many to speculate whether this marks the end of their journey as a group under Hybe’s management.

The YouTube live session by NewJeans was a desperate plea for the reinstatement of a leader they trusted and felt safe with. In their public denouncement, they emphasised that Min Heejin’s primary concern was always the well-being and protection of the group against Hybe’s management practices. Since the live video, NewJeans has remained silent, leaving many to speculate whether this marks the end of their journey as a group under Hybe’s management.

The future of NewJeans remains uncertain, but their audacious stand against one of the most powerful entertainment companies in the K-pop world has already left an indelible mark on the industry. Fans are closely watching this situation, which could potentially trigger significant changes in how K-pop artists are managed and treated in the future. The fallout from this controversy may reshape the landscape of the K-pop industry, highlighting the urgent need for better management practices and artist protections. For the time being, however, NewJeans are believed to never be able to make music under Hybe again, a development that has left the K-pop world in a state of uncertainty and anticipation.