Amidst the trend for a unique worldview among K-pop groups, ADOR Executive Director Min Hee Jin explained why NewJeans doesn’t have such a concept. Is it filmed at SM Entertainment?
Min Hee Jin explained why NewJeans have no world view
ADOR Executive Director Min Hee Jin, the creator of NewJeans “Monster Rookie”, made a sharp “attack” on the K-pop market.
In January, Cine 21 published an interview with the CEO of the Min. In an interview on the same day, she said:
“There have been a lot of cases lately of adding a particular worldview or narrative, but I don’t think NewJeans has a notable foundation.”
To a question:
“Was this a deliberate escape from the worldview that the K-pop industry has recently settled into?”
In response , Executive Director Min answered:
“Simply put, I’m someone who has a strong antipathy towards the worldview that K-pop belongs to.”
As a brief context, a worldview, also called a metauniverse, refers to the concept of a group in which a particular narrative follows. The main story is usually shown through the connecting ideas of each song/video the band releases.
On why NewJeans does not follow such a concept, Min Hee Jin explained:
- “Some people who have consistently seen our message may call our message a kind of worldview. The perception of the worldview from this point of view is welcome.”
- (But) there was no reason to get hung up on the worldview (concept). NewJeans will quickly drop a topic that needs to be dropped every time.”
ADOR CEO Min Hee Jin Snipe of SM Entertainment? How people react
During an interview with CEO min. who expressed antipathy towards the K-pop worldview spread on the Internet, some netizens and K-pop enthusiasts raised rumors, stating:
“Isn’t CEO Min Hee Jin targeting SM Entertainment?”
While there are K-Netz who believe that the CEO is just stating his thoughts on the concept, some claim that Min has something to say about SM Entertainment.
In particular, before joining HYBE and starting her own label ADOR, Min Hee Jin was originally known as the legendary creative director of SM Entertainment, who recorded many hits from SHINee, f(x), EXO, Red Velvet and others.
However, after about 17 years with SM, she decided to leave, feeling exhausted due to too much work.
After her remark, many people believe that one of the reasons for her departure was SM’s decision to launch KWANGYA, the agency’s worldview that SM artists follow.
Some of the groups with such bright concepts were EXO, pioneers of the worldview, and aespa, the first girl group to introduce AI members, ae-aespa.
Netizens responded to CEO Min’s remarks about worldview, saying:
- “Apparently this is a sniper shooting at SM.”
- “I like SM singers but I agree with this.”
- “NewJeans is Min Hee Jin’s world view.”
- “Yeah, no need to cling to worldviews.”