The world of K-pop is experiencing a historic moment as it witnesses the actions of NewJeans, one of the most successful South Korean girl bands of its generation. Following a series of internal conflicts between subsidiary agency ADOR, former creative director Min Hee Jin and parent company HYBE (formerly known as Big Hit Entertainment), the group formally announced its intention to end the exclusive contract with its management label.
The decision, apparently irrevocable, was announced to the press and fans this Thursday, November 28 at an emergency conference held late at night in Seoul by the young artists. This measure is due to the fact that the representation company did not respond to the ultimatum presented 14 days ago with a certified letter signed by the five members of the female group.
The letter requested that ADOR comply with a list of changes and rectifications to the hostile attitude that the girls perceived. It is important to remember at this point that the members had reported alleged labor abuse and sabotage of their activities, in the midst of the dispute between Min Hee Jin (their mentor) and the founder of HYBE, Bang Si Hyuk.
In October, one of the members, Hanni, 20, testified before the Labor Commission of the National Assembly of South Korea, where she reported workplace harassment by the company. In her words, “the mistreatment was not only towards us, but also towards our staff. “It was a deliberate and malicious manipulation,” the media quoted him as saying. Likewise, the singer claimed to have come to the conclusion that “the company hated us,” a feeling that was exacerbated by the abrupt changes in ADOR’s structure, such as the dismissal of key directors (such as Min Hee Jin).
What is the version of NewJeans?
The press conference, called just two hours in advance, took place on the last day of the deadline that NewJeans had given ADOR to rectify what they consider to be a breach of contract. In their intervention, the five members (Minji, Hanni, Danielle, Haerin and Hyein) explained that the decision to resign was joint and that it responded to the agency’s inability to fulfill its basic obligation to protect them.
“ADOR has neither the will nor the ability to protect NewJeans. Staying here will only prolong our psychological pain and waste our time,” Hanni stated. In addition, the young woman criticized the company’s musical vision and described it as “a company that no longer has sincerity in the art of music, oriented solely to making profits.” Then he added, “That’s not the work ethic we respect and it’s not something we want to participate in.”
Given that they had not reached an agreement with the company, the artists confirmed that their contracts with ADOR would be officially terminated at midnight on November 29.
The company, however, disagrees with the argument of breach of contract. Hours after the press conference, ADOR issued an official statement in which they highlight that they do not consider their employment relationship concluded. “We regret that a press conference was held to announce the termination of the exclusive contracts before receiving a formal response. ADOR has not violated the terms of the contract and the loss of trust does not constitute a valid reason to terminate the agreement,” the agency stated and reiterated its intention to continue working with NewJeans.
The South Korean music label claimed to have attempted multiple meetings with the group’s members, although without success, and expressed its hope to resolve differences through open dialogue.
The separation of ADOR and HYBE leaves several questions about the group’s future, from possible lawsuits to restricting the use of the NewJeans name. Although the members confirmed that they could face legal barriers to using this name outside the company, they committed to fighting to keep it.
“The name NewJeans is not just a brand, it symbolizes everything we have achieved since the first day we met. We have no intention of giving it up,” Hyein said. Her colleague Danielle added in English: “Regardless of the name, remember that NewJeans will never die.”
Despite the uncertainty, the group assured that it will comply with all the commitments already agreed upon, including advertising contracts and activities abroad. Additionally, they announced plans to release new music in 2025 and promised to continue connecting with their fans, known as “Bunnies,” around the world.
NewJeans debuted in July 2022 with a concept that supported a retro and fresh aesthetic with a minimalist pop-oriented musical approach. The girl band quickly managed to stand out in the K-Pop scene thanks to hits like “Attention” and “Hype Boy”, which dominated the music charts and accumulated millions of views on digital platforms in a short time.
What is happening with NewJeans is historic for the K-pop industry because it is unprecedented. Until now, artists were the ones suing agencies to get out of their contracts, but in this case NewJeans simply said: if you don’t comply, we can leave. Now it is HYBE who has to take the initiative and file a lawsuit to validate the contract or claim compensation for damages due to the termination.
While some fans think that the girls have ruined their musical career, others believe that this decision will change many things for future generations of idols and that it was necessary for someone to stand up to the exploitation and treatment of large entertainment companies.
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