NewJeans' new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage?

JLOMay 27, 2024 at 15:43

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NewJeans officially made a comeback with the double single How Sweet after a series of days mired in controversy between "mother" Min Hee Jin and HYBE. However, the MV was age-restricted and its international achievements dropped significantly.

Specifically, on the evening of May 26, the audience discovered that the newly released MV "How Sweet" by NewJeans was suddenly put into age restriction mode (under 14 years old cannot watch).

YouTube's restricted mode places an age limit on content deemed inappropriate. This mode is often used in public locations such as schools, libraries...

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 1

However, according to most comments, the "How Sweet" MV does not contain any scenes considered inappropriate for teenagers.

When NewJeans fans complained to YouTube, they received feedback that the MV's move to restricted mode was set by the creator (HYBE), not approved by YouTube.

HYBE's confusing actions are making the group's fans angry. The public also believes that HYBE is engaging in "unsavory" behavior to hinder NewJeans' comeback, amid a tense conflict between NewJeans group management company - ADOR and HYBE group.

On platform X, NewJeans fans posted a post calling for "HYBE not to destroy NewJeans".

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 2

On May 24, NewJeans officially returned to the music track after 10 months, with the double single "How Sweet", including the title song of the same name and the second song "Bubble Gum".

However, around the time NewJeans was preparing to release "How Sweet", the group's promotional activities were very limited. The reason is said to be because of ADOR's conflict with HYBE.

After that, NewJeans achieved impressive results domestically, setting many records with "How Sweet". But the group's international achievements showed signs of regression.

Many people believe that NewJeans is w.inning the love of Korean audiences so it can still maintain its appeal and position in the country. However, HYBE seems to have not supported the group's international promotion, leading to a decline in performance.

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 3

In addition to suspicions of being pressured by their parent company, NewJeans suddenly encountered tension while promoting their new song.

Accordingly, the group carried out a promotional schedule and a series of university stages with a 4-member lineup, with youngest member Hyein temporarily suspending activities due to health reasons.

It was thought that it would be favored by the public, but NewJeans' latest stage at Korea University was criticized for abusing the "over-singing" technique.

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 4

Bringing to the stage a series of familiar hits such as Super Shy, ETA,... and two new songs How Sweet - Bubble Gum, NewJeans stirred up the atmosphere with fresh, dynamic energy. The crowd was excited, fanchant exploded supporting the ADOR g.irl group. NewJeans' performance would have been perfect if the group had not been pointed out for abusing the "over-singing" trick.

From videos recorded live at the scene, many music fans commented that NewJeans played the backtrack too loudly, overwhelming the live vocals. Many people criticized the group for "lip-syncing so blatantly that it caused discomfort". They even criticized NewJeans for "coloring" them, using hand-held mics but lip-syncing.

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 5

Although this is not the first time the group has "oversung", in the midst of controversy over the talent of groups originating from HYBE, people have become more strict with NewJeans. The public's existing aversion to the talents of two female groups in the same house, LE SSERAFIM - ILLIT, has caused NewJeans "to suffer".

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 6

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 7

Singing too openly on a university stage was like "a drop of water", the audience was disappointed because NewJeans was no better than two less talented groups in the same group. Recently, NewJeans faced controversy over concept copying and music plagiarism, causing the group to struggle right before their comeback. NewJeans continues to lose points seriously because of this problem.

Netizen reaction:

- I'm allergic to lip-syncing while using a handheld mic, it looks so ridiculous.

- I mean, if you don't sing live, then don't pretend to hold the mic for anything.

- Without backtrack, NewJeans' stage would have been exactly the same as LE SSERAFIM's stage at Coachella. Can't sing but occasionally adds a few stirring words. The other group was bad in that the first night didn't have a backtrack, but the second night had a backtrack, which was about the same as this NewJeans stage.

- I've never been good at anything before. But because it's "the number 1 g.irl group of 4th generation", many people let it go and don't criticize it.

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 8

- I thought everyone knew that this group specializes in playing loud backtracks?

- Lip-syncing is so obvious that it's annoying.

- It's the same "HYBE furnace", the talent isn't any better.

NewJeans new MV almost failed because HYBE suppressed it, r.evealing lip-syncing that caused outrage? - Photo 9

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