How did HYBE create "BTS sister" NewJeans?

As the brainchild of the K-pop giant who created hits for SNSD, NewJeans will release their first mini album on August 1. The journey to create the new idol group HYBE has made the public curious!

On July 22, a new K-pop girl group called NewJeans debuted in the entertainment industry. The five-member girl group released the music video for the song Attention, and the overwhelming attention from the audience was what they received.

Since then, the group has released another series of promotional videos showcasing upcoming songs and showing each member's pre-debut footage.

Launched abruptly and with little warning but packed with quality content, NewJeans quickly gained traction, even though their music isn't currently available to listen to on streaming platforms.

The Creation of NewJeans

NewJeans is the brainchild of successful K-pop creator Min Hee Jin, who used to be in charge of the creative side associated with many hits by SM Entertainment artists, including SNSD, Shinee, Red Velvet, EXO, and f( x). Songs created under Min Hee Jin's hands received widespread acclaim.

In 2019, Min Hee Jin joined Big Hit Entertainment, now known as Hybe. At the end of 2021, Hybe announced Min Hee Jin as the CEO of the new brand, ADOR (short for "All Doors One Room"). ADOR announced plans to debut a girl group consisting of members selected in multiple auditions from 2019 to early 2022.

The agency has yet to share much about the path of creating NewJeans, but claims that the group's members entered ADOR through those auditions.

Members of NewJeans

NewJeans is a five-member group consisting of Hanni, Minji, Danielle, Haerin and Hyein, aged between 14 and 17.

Danielle and Hanni are Australian, Hanni is Vietnamese, she became the first Vietnamese artist on Hybe's list. The other three members are Korean.

Before debuting, Hanni - the oldest member of the group - and Minji appeared in the music video for BTS's 2021 song Permission to Dance.

The launch

Before the group debuted, the audience was expecting what Min Hee Jin would create. She and ADOR announced that they will reveal the content of the new girl group on July 22.

Instead of releasing teaser content introducing the group before debut, NewJeans made a surprise debut with the song "Attention".

Since then, the group has released several music videos for another track, Hype Boy. Each video has a different storyline focusing on each member of NewJeans - as does the video for the next song, Hurt. Those three songs and another - Cookie - will appear on the upcoming NewJeans mini-album.

Controversial due to inappropriate costumes

In the past time, the fact that Korean entertainment companies launched teenage girl groups has been controversial. Because, Kpop raises concerns when idols are too young, have to operate in a toxic industrial environment, harsh competition, pressure of popularity as well as schedules that can be packed. , affect health.

In particular, what is worrying is that the images that companies build for idols easily make many people uncomfortable.

Despite this, Hybe still released Le Sserafim and NewJeans respectively. Not only that, the image that the company aims for these young idols is considered to be age-inappropriate.

Recently, NewJeans has become the focus when there are costumes that are judged to be too sexy, not suitable for age. The members wear short clothes, showing off their skin, and their poses are also considered too provocative.

Before NewJeans, Le Sserafim was similarly controversial. The group's debut product "Fearless" was fiercely criticized for its mature style in choreography, while the group members were 15 - 16 years old.

Due to public reaction, when this song was performed on stage, Hybe replaced the choreography. However, BTS's management company still received a lot of "brick" because of the choreography with many movements that often revealed the members' shorts, with short skirts.

This also raises concerns because for minors, being abused by the company to wear revealing clothes is no different as a way to increase sexual harassment in showbiz.

NewJeans concept

NewJeans' music is nostalgic, inspired mainly by the 2000s and late 1990s. They also have an interactive app attached to it called Phoning, which is designed to be reminiscent of the pages. web and early Internet applications. The image of the rabbit also quickly became associated with NewJeans.

With nostalgic fashions and fonts plus visuals harking back to the early days of mobile phones, NewJeans brings something new to K-pop by looking back at the past.

As the teaser on the group's promotional image states, "This is NewJeans. We don't have blue like other jeans. There are so many ways to be different and wearing cool NewJeans is one. among them. It's time to get rid of the familiar blue."

Future

The debut of NewJeans created a buzz in the K-pop fan community. Currently, their debut album will be available on digital music platforms from August 1, and will debut with the Cookie music video.

According to NewJeans' website, the mini-album raises the question: "Which direction should the group go in order to make good music?".

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