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Writer's pictureAnicia Trejo-Flores

The NewJeans Renaissance

"NewJeans' slogan has changed from 'Don't be blue' to 'NewJeans Never Dies'..."


The Beginning Of The End?

K-pop sensation NewJeans faces the brink of disbanding from the alleged constant and long mistreatment in HYBE Entertainment. The controversy first arose to larger media in April 2024, with ADOR's CEO Min Heejin coming out and speaking about how HYBE (The parent company of ADOR) allegedly stole and plagiarized Min's ideas for HYBE's girl groups LE SSERAFIM and ILLIT. She also claims how NewJeans was created and inspired to be the competitor of SM Entertainment's girl group Aespa. The former CEO held press conferences that exposed and highlighted many things about HYBE behind the scenes. After these press conferences, Source Music, and BELIFT LABS (Owners of LE SSERAFIM and ILLIT) filed a lawsuit against Min Heejin for her statements regarding the groups. Because of the lawsuits, HYBE forced Min to step down as CEO. Creating the rumor that NewJeans might disband because of Min stepping down. Later on, people started to worry about the current state NewJeans would be in with their new contract debacle.

This later continued in September with the girls coming out with a statement exposing the alleged mistreatment they were facing under HYBE's wing. Their statement was a quick 30-minute live stream on a deleted channel, discussing what they've allegedly been facing off-camera. The members stated that if Min Heejin does not return as CEO of ADOR, they will not continue their contracts with HYBE because of what they've faced silently. They all acknowledge and signify their alleged mistreatment by HYBE staff and members within the company. Pham Hanni explains when she first greeted a group in a room, she claims how the manager told the other members to ignore Hanni when they were around her. As their statement gained traction, people started to find other things, as HYBE reportedly released the private information of all the members, making their parents come out with their statements. This leads to the state of NewJeans today, are they disbanding or not?


NewJeans Upbringing To Fame

NewJeans, a 5 member South Korean Girl Group under ADOR Entertainment, now recently owned by HYBE Corporation has become one the most popular K-pop groups in the past 2 years. The members Minji, Hanni, Danielle, Haerin, and Hyein build a dynamic of vocals and dance into a diverse, unique sound to K-Pop. NewJeans is one of the newer recognizable names of K-Pop today, alongside their elder groups BLACKPINK, BTS, and current groups TXT, ATEEZ, Aespa, (G)I-DLE, etc. Because of their fun and good mood songs, it is easy for many to listen to them without being overwhelmed by the loud sounds and extra noises within the songs.

NewJeans' uprising to fame started in 2022 when the name NewJeans was being talked about in the K-Pop scene with confused manners. NewJeans released the song 'Attention' with no teasers or official announcements by ADOR as a tactic to see who would tune in, alongside 'Hype Boy' and 'Cookie'. The official Instagram, TikTok, and X (formally known as Twitter) began to tease videos and pictures of each member. After their first EP was released, the group surpassed numbers their opponents couldn't achieve in their first year. No teasers or announcements showcased the ability that NewJeans was able to perform without any notion regarding them.

With the number of fans they accumulated, they released the songs 'Ditto' and 'OMG'. Both songs quickly rose to popularity in and outside of South Korea. NewJeans alongside LE SSERAFIM, IVE, KEP1ER, and NMIXX were all showcased at an award show seemingly hinting at how these five groups are the grossing groups of the 4th generation. Their success with their second EP 'Get Up' made NewJeans gain a larger audience with their title track 'Super Shy', ' New Jeans', and 'ETA'. After their second release, they later performed at Lollapalooza, having one of the biggest turnouts of more than 70,000 people in attendance, (NewJeans was not a headliner of Lollapalooza).


The K-pop Division

After their Japan debut 'Supernatural', the controversy regained traction because of the rumor that NewJeans was going on hiatus unexpectedly. The announcement of the hiatus had made people start talking about the conflict again. Creating a large discussion among the K-pop community siding against or with NewJeans. Many idols and actors in the K-pop scene have shown their support for the group and their large debacle with HYBE. Despite the immense support that they were getting from other groups, idols, etc. Many stans/supporters of HYBE went against NewJeans and their statement against the company and voiced their support and defended the company for their actions because it is the whole reason for their popularity in the first place.

The growing conflict strayed many fans away from NewJeans with the lack of attention and awareness the controversy was receiving. Their music started to get fewer streams with the amount of confusion people had revolving around the situation entirely. Fans were fearful of the state of NewJeans' future. People became doubtful of what was next to come for the group and HYBE as a whole, the growing debacle with fans who were siding or against NewJeans became widespread and started to trickle over on the group's social media accounts as HYBE supporters were spreading hate comments and derogatory terms against the girls who are barely in their 20s.

BTS ARMY and LE SSERAFIM FEARNOTS were the two main fandoms that were spreading hate and misinformation regarding the news around NewJeans, Min Heejin, and the controversy as a whole. Leading to people being very confused, conflicted, and distrustful regarding the situation. Because these two fandoms were simply acting upon hate and the intention to spread misinformation about the group, it affected everyone involved negatively. Especially when BTS member JungKook showed his support for NewJeans, many ARMYs turned on JungKook and spreaded hate regarding his support. Including some trying to convince other people in the fandom that it wasn't him and instead it was a hacker.

(It was not a hacker, HYBE confirmed that it was JungKook showing support for NewJeans).


The Renaissance of NewJeans

All of this leads to the current state of NewJeans. The group is having a claimed renaissance of popularity in their music and as a whole. Popular Twitch Streamer JasonTheWeen celebrated his milestone of 100,000 subs on his live stream by playing 'ETA' by NewJeans, he and everyone (Faze Clan, shockingly) in the room were dancing along to NewJeans. The clip went "viral" and started gaining traction on TikTok, fans of Jason and other people who saw the clip began to discover NewJeans and their music. One of the videos of the clip received over 1 million likes on TikTok, displaying how many people were beginning to tune in on the music and funny moment that was clipped by Jason's fans.

The 'ETA' audio on TikTok launched more posts compared to 2023 and had many videos thanking Jason for "putting them on" NewJeans. Alongside this, many people started to post separate clips of Jason dancing to other songs by NewJeans and other streamers discovering NewJeans during their live streams. The original clip of Jason and Faze Clan celebrating Jason's milestone got so popular that NewJeans themselves saw it, to everyone's surprise; they recreated the video by using the same audio that was featured in the original clip and reenacted the same movements that were shown. Jason commented on the TikTok showing his shock, surprise, and excitement that NewJeans noticed him.

Because of Jason, fans of the group are suggesting that he started the NewJeans renaissance after everything that's happened this year. People other than just K-pop stans are starting to focus and tune in to whatever NewJeans is currently doing despite not having anything in the works. Regardless of everything, the group is seeing unexpected success without needing to release anything, proving their popularity outside of being associated with HYBE. This alone establishes what NewJeans can accomplish in and out of the K-pop world. While they are having a resurgence in popularity for their music, the amount of brand deals they're a part of is also seemingly significant. Their most recent ambassadorship with Calvin Klein now puts NewJeans as the 7th K-pop ambassador of Calvin Klein.


The State of NewJeans

As for NewJeans' future musically, it's currently unknown what is to happen for the group entirely. Min Heejin has stepped down as CEO of ADOR for good but will continue to help produce NewJeans music. The new CEO is reportedly Kim Ju-young. With the new CEO in mind, it is still unknown if they're releasing music any time this year. However, Min showcased a teaser of an instrumental of a new song she's been working on for the group. (Although it is neither confirmed nor denied that they will be releasing a song any time soon). With the uprising of NewJeans music, there has been nothing said by HYBE or ADOR regarding music despite the amount of traction the group has been getting, even after Min Heejin noticed the clip of Jason.

All that can be hoped for is that NewJeans has a more manageable time in and outside the company, especially with the number of fans that continue to harass them about the situation and controversy. Even through all that, it has not stopped the group from coming out with statements about alleged the environment they are forced to work in despite the constant mistreatment they face from staff. NewJeans choice of making a stand and coming out with a statement is something that will forever be an impact on the K-pop culture and history, as it's one of the few times that a group has come out and said something against their company. Their statement alone highlighted the reality of how HYBE allegedly treats their employees, putting the company in a new light over everything they've been praised for. Today, NewJeans continues to impact the industry, and their stand against their company will forever be history in the K-pop world.



NewJeans' Essentials:

Attention

Hybe Boy

Cookie

Ditto

OMG

Super Shy

ETA

Cool With You

Get Up

How Sweet

Supernatural




Sources:

NewJeans Recreating ETA Clip:

HYBE & ADOR CEO Feud:

NewJeans Statement Regarding HYBE:

Other TikToks:


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