Ador CEO Min Hee-jin, third from left, poses with NewJeans members. / Korea Times file
The pulsating beats and polished choreographies of K-pop have catapulted it from a Korean sensation to a global phenomenon. Amid this cultural export's soaring popularity, a conflict has emerged that pits one of the industry's largest corporations, HYBE, against the visionary CEO of its subsidiary, Ador.
HYBE Corporation: Once known as Big Hit Entertainment, HYBE has been a cornerstone of the K-pop industry, credited with the meteoric rise of global superstars BTS. Founded in 2005 by Bang Si-hyuk, a former music composer, HYBE has redefined music production, artist management and fan engagement practices on a global scale. The company's innovative approach has not only shaped its artists' careers but also profoundly impacted the industry's business model.
Kevin Kim
Ador: A newer entrant in the K-pop scene, Ador (an acronym for All Doors One Room) was established in 2021 as an independent label under the HYBE umbrella. Led by Min Hee-jin, the former creative director at SM Entertainment renowned for her role in the visual and conceptual branding of groups like f(x) and Red Velvet, Ador was set to carve out its unique niche. Min's vision was clear — to foster a creative space where a new age of K-pop could thrive, underscored by her innovative approach to the group NewJeans.
The genesis of the conflict
The seeds of discord between HYBE and Min were sown over strategic disagreements concerning NewJeans, Ador's first and flagship girl group. Upon its debut, NewJeans was hailed for its fresh sound and aesthetic, distinct from the typical K-pop formula. The group's early success was attributed to Min's unique vision, which aimed to push the boundaries of what K-pop could be.
The conflict began to surface publicly when Min expressed concerns over HYBE's overarching control, which she felt stifled her creative autonomy. Specifically, disagreements arose around the promotional strategies and artistic directions. Min envisioned a more experimental and globally tuned approach, whereas HYBE was perceived to be imposing a more conventional K-pop promotional model, which prioritized rigorous scheduling and traditional media appearances that Min believed could hinder the group's creative expression and growth.
This clash of visions became apparent when Min took the unusual step of voicing her frustrations in a press conference, detailing her challenges within the corporate structure of HYBE. This move laid bare the often-hidden tensions that exist within large entertainment companies between corporate executives and creative leaders.
The public and legal fallout
The discord between Min and HYBE escalated into the public domain, attracting significant media coverage. In defense of her autonomous approach at Ador, Min stated in an interview, "Ador is a label that started with guaranteed autonomy, so it has no ties with HYBE’s management." This stark declaration of independence underscores the depth of the conflict regarding creative control and management styles.
HYBE's response highlighted their surprise at the revelations from Ador, with Min revealing, "They actually didn’t have any knowledge about anything we were going to release up until the first music video was released." This comment suggests a significant disconnect between the parent company and its subsidiary, which is rare in the tightly coordinated K-pop industry.
As the situation intensified, both parties hinted at legal actions, reflecting the serious implications of the public dispute on their professional and creative endeavors.
Media and cultural impact
The HYBE vs. Min saga has not only dominated industry news but also sparked a broader cultural discourse on the future of K-pop. Min's commitment to her creative vision despite internal disagreements was highlighted when she remarked, ”That’s how confident I was in the four tracks on the EP, which is also the reason why we decided to have three lead singles. I’ve always felt that it’s such a pity how it’s the lead singles that get all the attention.” This statement reflects her dedication to reshaping how K-pop music is presented and perceived.
Moreover, the dispute has fueled extensive media coverage, debates on social media and even memes, illustrating the divided public sentiment. The discussions often focus on the balance between corporate influence and artistic freedom, a contentious issue in the evolving K-pop landscape.
Broader implications and cultural sensitivities
The HYBE vs. Ador controversy underscores not only the challenges of corporate governance in the K-pop industry but also highlights the cultural and ethical considerations that can ignite public backlash. One particularly sensitive issue arose from the discovery of internal documents dubbed “Project 1945” by Ador. Named controversially after the year of Korea’s liberation from Japanese rule, the document suggested plans for Ador’s greater autonomy from HYBE. The public reacted sharply, perceiving this as an inappropriate comparison to a deeply significant historical event, which led to accusations of cultural insensitivity.
This incident illustrates the delicate balance that corporations must maintain in respecting cultural heritage while pursuing their strategic goals. It also reflects the broader societal expectations for companies to operate not just with business acumen but with cultural awareness and respect.
Public statements and legal challenges
As tensions escalated, Min publicly accused HYBE of prioritizing profits over artistic integrity and cultural values. In a scathing statement, she criticized HYBE’s leadership for allegedly encouraging the plagiarism of Ador’s intellectual property by another HYBE-managed group, ILLIT. She stated, “HYBE is blinded by profits, and their corporate mishandling has deepened the rift between our visions.” This statement from Min highlighted her resolve to use legal measures to protect Ador's and NewJeans' cultural and creative outputs.
In response, HYBE initiated an audit and considered legal actions against Ador's executives, citing an attempted corporate takeover and misuse of confidential information. This legal confrontation has raised questions about the future of corporate relationships within the K-pop industry and the extent to which creative entities can operate independently under large conglomerates.
Conclusion
The dispute has evolved into a multifaceted battle involving business strategies, creative control, cultural sensitivity and legal entanglements. As this situation continues to unfold, it serves as a case study on the complexities of managing large entertainment enterprises that are culturally influential yet operate within a corporate framework. The outcome of this feud will likely influence corporate governance practices, artist management and the strategic operations of entertainment companies in Korea and beyond.
Kevin Kim (kevin.kim@routenote.com) works in the music industry as the head of Asia for the global music business company, RouteNote. He worked for YG PLUS and CJ E&M Mnet before joining RouteNote.
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