Meet NewJeans: HYBE’s Global Breakout Girl Group Where ‘Everything Was Riding on Secrecy’

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The new K-pop girl group NewJeans_ADOR, as well as their label CEO Min Hee Jin, share insight with Billboard into their surprise debut that could help inspire new business models in the industry.

asked for comment), it’s clear that CEO Min, ADOR and NewJeans are blazing a path that feels remarkably fresh for an industry that’s big on creativity in its art but more conservative in its overall business practices. Read on for exclusive reflections from Min Hee Jin and the NewJeans members.Min Hee Jin:

There were reports you were working on a group that would be in collaboration with BIGHIT and SOURCE Music. Why was it important for you to have your own label in ADOR?When I received the offer to work together before ADOR was ever formed, I thought it over carefully. Realistically, there would have been a number of different challenges involved, so I decided to focus on ADOR as originally planned.

Most important of all, there were reasons for selecting the songs I did and the way I ordered them on the EP, so it was important for all the tracks to stand out equally in order to showcase NewJeans’ true colors properly. I thought that having more singles than non-single tracks would make everyone curious what our plan was and make them want to listen more.

 

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NewJeans_ADOR De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Gravei De-Grave! De-Grave! De-Grave! {6r180}

NewJeans_ADOR They got good music 💖

NewJeans_ADOR والله برافو عليهن من لما ترسمن وهن في المخططات حبيتها الفرقة استمروو

NewJeans_ADOR Great interview. Thank you ❤️

NewJeans_ADOR SlayJeans💅🏻❤️‍🔥

NewJeans_ADOR Yeah all i know is they click on me instantly fresh Concept, Good Melodies, The members Are full of charm and natural charisma thats it im in.

NewJeans_ADOR They are definitely changing the game in the Kpop scene, thanks for covering them!! 🥰

NewJeans_ADOR I love their music & concept. It's good for their debut. Not so out there but also not underwhelming. I hope to see more of their growth. BH always their groups to change concept so I hope ADOR hv their own color too.

NewJeans_ADOR Dropping a group with no notice to be a pedophiles fantasy wasnt some genius marketing strategy. It was the Hybe name.

NewJeans_ADOR it aint inspiring shit. dropping a group with no promo isnt gonna work for anyone but big 3 or hybe.

NewJeans_ADOR they were the best thing that happened this year for me 💞

NewJeans_ADOR o futuro chegou

NewJeans_ADOR Son unicas tiene Un aire fresco sinsero, se estan mostrando tal como son, no finjen son talentosas un futuro enorme tienen👏👌

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