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Straits Times
26-05-2025
- Entertainment
- Straits Times
Why some K-Pop acts, from Psy to aespa, take pay cuts for campus festivals
These events offer direct access to their core audience; people in their 20s. PHOTO: SCREENGRAB FROM 42PSY42/INSTAGRAM Why some K-Pop acts, from Psy to aespa, take pay cuts for campus festivals SEOUL - May marks spring university festival season in South Korea — and no matter how packed their schedules are with world tours, music shows and fan-meets, K-pop stars make time for the campus stage. At Hongik University's spring festival which took place from May 14 to 16, big names like Psy, aespa, Lee Seungyoon, Beenzino and YB took to the stage. Konkuk University's lineup from May 20 to 22 featured Psy, aespa, Itzy, Jannabi and YB. Performing at Chung-Ang University's main festival from May 21 to 23, were aespa, NCT Dream, YB and Dynamic Duo. Despite the prestige of these appearances, university festival fees are generally lower than other commercial gigs. If a group normally earns 100 million won (S$94,000) per event, they may settle for 50 million to 80 million won at a university show. But money isn't the main incentive when it comes to college shows. Many K-pop agencies are willing to take a pay cut for the exposure and connection with younger audiences. In NewJeans' case, the group donated all its earnings from seven university festivals to the Korea Student Aid Foundation last year. Why do K-pop stars flock to the campus circuit come spring? It's simple: These events offer direct access to their core audience; people in their 20s. 'It's a rare opportunity for artists to connect with the general public, even those who aren't already fans,' an official from a major K-pop agency said on May 25. 'University festivals draw a young crowd, making them the ideal stage for artists to engage with new audiences and build buzz.' University festivals also serve as live practice ahead of world tours. 'Of all the stages, college campuses feel most like Lollapalooza or Coachella,' said former Ador chief executive Min Hee-jin last May. 'The students' energy inspires the members. It's a great opportunity to promote new songs, improve stage skills and give back to fans.' This year, Itzy — set to return with new music in June — has packed its schedule with campus appearances, including at SeoulTech, Konkuk University, Kyung Hee University and Inha University. Kiss of Life, another rising girl group, was confirmed for festivals at Yonsei, Sejong and Korea National Sport University. Going viral, for free The marketing payoff is enormous. Performing in front of a crowd of 10,000 turns thousands of smartphone cameras into instant PR tools. Well before the show ends, fancams, memes, Instagram Reels, TikToks and shorts are already circulating online. For agencies, it's mass marketing without spending a dime. 'In this age of one-person media, if the performance is strong, word-of-mouth spreads naturally,' the agency official added. For groups with strong live performance skills, these shows also act as unofficial public auditions. Their vocals, stage presence and crowd work are judged in real time by the most trend-sensitive demographic. If the performance hits the mark, casual viewers are quickly converted into dedicated fans. aespa, the hottest ticket on campus The most in-demand university act this year? Aespa. Although the girl group has no domestic comeback imminent, it headlined festivals at Hongik, Konkuk, Chung-Ang and Kyung Hee universities, reinforcing its influence across Korean campuses. Aespa's popularity continues despite not having released any new music in Korea since its fifth EP, 'Whiplash,' in October. Meanwhile, rumors of a June release are swirling, fueled by a leaked music video footage that began circulating on social media in early May. Rock bands hold their ground Even in the girl group-dominated landscape, rock bands are holding their own. YB (Yoon Do-hyun Band) performed at Konkuk, Hongik and Jeonbuk National universities. Jannabi, known for its festival-ready sound, will take the stage at Sejong, Dankook and Konkuk universities. Other buzzed-about names include Lucy, Silica Gel and The Volunteers (Nasanhyunssi Band). 'The festival crowd is overwhelmingly enthusiastic,' the agency official said. 'That energy fuels the performers and makes each show a valuable experience — both emotionally and professionally. ' THE KOREA HERALD/ ASIA NEWS NETWORK Join ST's Telegram channel and get the latest breaking news delivered to you.
South China Morning Post
06-05-2025
- Entertainment
- South China Morning Post
Is NewJeans gone? What K-pop group's saga reveals about power play in artist-label relations
NewJeans ' abrupt disappearance from the K-pop spotlight has shaken South Korea 's multibillion-dollar music industry – not just because of the group's meteoric rise and global reach, but for what the saga reveals about increasingly blurred lines of power and the fragile nature of artist-label relations in the world's most systematised pop machine. Advertisement The five-member girl group – consisting of Minji, Hanni, Danielle, Haerin and Hyein – went on indefinite hiatus last month after a Seoul court ruled they could no longer operate outside the oversight of their label, Ador. The group, which made its debut in 2022, had been hailed as K-pop's breakout act of the decade for its Y2K-inspired visuals, genre-blending sound and global partnerships with brands such as Chanel and Coca-Cola. The ruling marked a new low in a year-long battle involving the group members, their fiercely loyal producer Min Hee-jin, and Ador's parent company, Hybe – home to globally famous acts such as BTS and Seventeen Legal disputes between K-pop idols and agencies are hardly new, but what set the NewJeans controversy apart was the unprecedented public messaging from the group, its direct defiance of a major label and the polarising role played by Min, the group's creative force who often described its members as being like her children. Min Hee-jin, the creative force behind K-pop group NewJeans, during a press conference in May 2024. Photo: AFP Breaking point
Korea Herald
03-04-2025
- Entertainment
- Korea Herald
What did judge have to say in first Ador v. NewJeans hearing?
Judge highlights unique nature of case, says 'loss of trust' requires careful interpretation The first court hearing in the contractual dispute between K-pop girl group NewJeans and its agency Ador ended without progress on Thursday, with the two sides remaining far apart on the possibility of reaching a settlement. The next court hearing is scheduled for June 5. The Seoul Central District Court held the initial hearing for Ador's lawsuit seeking confirmation of the validity of its exclusive contract with NewJeans. Only legal representatives were present, as no one from the band attended. Ador argued that the group's unilateral termination of contract in November 2024 lacked both procedural and legal grounds and that their deal signed in April 2022 remains valid. In contrast, NewJeans' side asserted that trust between the parties had irreparably collapsed, particularly after the removal of former Ador CEO Min Hee-jin, a key figure credited with the group's success. The judge asked whether the parties were open to a settlement. While an Ador lawyer expressed the willingness to pursue an agreement, NewJeans' legal representative replied that the group was not in a mental state to consider a settlement at this time. The two sides also clashed over how to describe Min's exit from the company in November. Ador maintained that Min voluntarily resigned after refusing to work under a new CEO, while NewJeans' side argued she was ousted and replaced by someone under direct control of Hybe, Ador's parent company, fundamentally changing the agency's nature. 'The defendants argue that they cannot carry on with their careers without Min, but it makes no sense to say NewJeans cannot exist without her,' Ador's attorney said. 'Ador is a subsidiary of Hybe, the No. 1 K-pop agency in the industry, and is capable of finding new producers. In fact, NewJeans successfully performed in Hong Kong recently without Min's involvement.' Last month, the group performed under a new name, NJZ, at ComplexCon Hong Kong, an independent decision made without Ador after the girl group left the agency. However, after the court granted Ador's injunction on March 21 to preserve its status as the group's agency and to block any external advertising contracts until the final judgement on merit, the group performed under Ador's management in Hong Kong. NewJeans' legal team argued that, even setting aside Min's case, Hybe failed to come up with any alternative for the band over the six to seven months following its dispute with Min that started about a year ago. They claimed the issue was not just Min's dismissal, but that communication with the group had also broken down since then. 'When it comes to a corporation, replacing an executive can fundamentally change the nature of the entity. With Min ousted and a new management taking over under Hybe's direction, Ador is no longer the same company it once was,' the NewJeans' lawyer said. 'We ask the court to determine whether it is right for the defendants to continue with the current Ador, which is no longer the agency they once trusted.' Ador countered that Min was not forced out, but left of her own accord, refusing to continue if she was not reinstated as CEO. 'Even after the leadership change, Ador offered to let Min continue her production work, but she refused. Then, the members declared termination of the contract,' Ador's lawyer said. 'The door for communication was closed.' Presiding Judge Jeong Hoe-il acknowledged the case's uniqueness, noting that it represents more complex issues than typical contractual disputes. 'I've handled cases where an idol comes asking for the contract to be terminated after never receiving a payment, but this case is quite different. The concept of a 'loss of trust' is abstract, and I will need to carefully consider how that should be interpreted," Jeong remarked.
Korea Herald
27-03-2025
- Entertainment
- Korea Herald
Creative directors rise as driving force in K-pop. Who's leading the pack?
The challenge lies in assembling raw materials into a great structure — a task where creative directors play a crucial role, says critic As K-pop evolves into a multilayered global industry, the role of a creative director is gaining more attention than ever before. No longer just behind-the-scenes facilitators, creative directors are now seen as key architects of a group's identity — combining music, fashion, visual storytelling and branding into one cohesive narrative. The shift began in the 2010s with the growing importance of so-called 'universe' building, where visual storytelling and music intertwine to create a deeper, almost cinematic experience. It was also a time when global audiences, exposed to K-pop via social media, began demanding more immersive and visually sophisticated content. 'In the past, a few hit producers like Teddy dominated. But now, it's common for seven to eight international producers to collaborate on a single track, and someone needs to bring it all together,' music critic Lim Hee-yun said. 'It's no longer about sourcing good raw material — that's become easier. The challenge is how to assemble them into a great structure. That's where creative directors step in.' Among those leading the charge are Min Hee-jin, Seo Hyun-joo and Lee Hae-in — each redefining what it means to steer a K-pop group in the modern era. Arguably the most well-known creative director in K-pop, Min Hee-jin made her name at SM Entertainment before moving to Hybe in 2018. She is best recognized for creating NewJeans under Hybe's sub-label Ador. Her innovative approach to debuting the group in 2022 — releasing the track 'Attention' with without a teaser campaign — broke from industry norms and created an immediate buzz. Min's production veered away from the heavy EDM trend of the time, instead embracing early 2000s R&B, Jersey club and minimalist pop. The Y2K visual aesthetic extended to music videos, fashion and social media, making NewJeans a cultural phenomenon. Min also played a central role in building strategic global partnerships, leading to collaborations with Apple and Coca-Cola, and positioning the group as youth icons rather than conventional idols. NewJeans was the first K-pop girl group to perform at Lollapalooza Chicago and appeared on year-end best-of lists by Rolling Stone, The New York Times, and Billboard — solidifying their global presence. However, in early 2024, Min became embroiled in a legal dispute with Hybe over allegations that she contacted outside investors to break Ador away from its parent company. The conflict intensified over the year, ultimately leading to Min's dismissal from her role as CEO of Ador in August. While Min Hee-jin operates with high visibility, Seo Hyun-joo, founder and vice president of Starship Entertainment, works with less public recognition but equally strong influence. Seo, a former artist & repertoire producer at SM Entertainment and director at Big Hit Music, founded Starship in 2008. Under her leadership, the company produced successful groups including Sistar, Monsta X and Ive. She recently launched rookie girl group KiiKii, one of the most anticipated debuts of the year. Billboard named Seo one of the 'Most Influential Women in Music' this March, acknowledging her role in turning Ive into a trendsetting act. As executive producer, Seo is involved in casting, team formation, concept development, A&R and promotions — crafting Ive's identity around the concept of self-confidence while pushing for musical variety in every release. 'Her strength lies in her communication with staff to ensure that each girl group under Starship has a distinct color,' an industry official said. Lee Hae-in, a former contestant on 'Produce 101' and a member of project group I.B.I, has taken a different path — transitioning from idol to creative director. She stepped into the spotlight in 2023 by directing the debut of girl group Kiss of Life under S2 Entertainment. Drawing from her own experience as a performer, Lee crafted a concept that emphasizes authenticity and strong vocal performance. Her work helped the group stand out with its confident identity and messaging, resonating with Gen Z audiences and 2nd generation K-pop fans alike. Kiss of Life earned the Rookie of the Year award at the 2024 Korean Music Awards in February and achieved their first music show win on SBS MTV's 'The Show' with 'Sticky' in July. While Lee is currently focused solely on Kiss of Life, her influence is growing. After leaving S2 Entertainment, she signed with DOD (Dayonedream) in December and will oversee the debut of boy group Close Your Eyes, set to launch on April 2.
Yahoo
21-03-2025
- Entertainment
- Yahoo
NJZ Lose Court Battle Ahead of First Performance Under New Name
NJZ, the K-pop outfit formerly known as NewJeans, were hit with a setback in their efforts to strike out on their own and leave the label they've accused of misconduct and mistreatment. As CNN reports, a South Korean court upheld an injunction brought against the group by their label, ADOR, a subsidiary of the South Korean mega-label HYBE. The injunction temporarily prevents NJZ from performing or carrying out other commercial activities under their new name, with the judge saying that doing so could 'seriously damage' ADOR's reputation. More from Rolling Stone NJZ Says 'Watch Me' In Calvin Klein's Spring 2025 Campaign: Here's How to Shop the New Collection NewJeans Change Name to NJZ After Tumultuous Split With Label NewJeans Announce Split From Label NJZ announced their decision to leave ADOR last year and revealed their new name in February. Friday's court decision comes just days before NJZ were set to take the stage under their new moniker for the first time at the ComplexCon festival in Hong Kong. In a statement shared on social media, NJZ said they respected the court's decision, but planned to challenge it. They said the ruling 'did not fully take into account the complete breakdown of trust the members have experienced towards ADOR,' and claimed the 'urgent nature of the injunction proceedings' left them with insufficient time to 'fully present the factual background to the court.' They also said there was an 'imbalance of information' and resources between the group and ADOR/HYBE, and alleged, 'The pressure of being involved in a lawsuit, along with fears of retaliation, also prevented many from cooperating.' While NJZ remained adamant that they would no longer work with ADOR — 'We can no longer remain with a management that has disrespected our identities and undermined our achievements' — they did say they would still go ahead with this weekend's ComplexCon performance (ostensibly under their old name). 'This decision was made out of respect for our fans and all stakeholders involved, in order to prevent unnecessary disruption or harm to those who have been looking forward to the performance,' NJZ said of the decision to play the show. ADOR, for its part, praised the court's decision and seemed to approve the ComplexCon concert. 'With our status as NewJeans' exclusive agency now legally affirmed, we are fully committed to supporting the artists going forward,' the label said. 'We will be fully present at ComplexCon this weekend to guarantee the performance is presented under the NewJeans name. We eagerly anticipate meeting with the artists for a heartfelt conversation at the earliest opportunity.' The dispute between NJZ and ADOR stems partly from a corporate quarrel between HYBE and former ADOR CEO Min Hee-jin, who was instrumental in developing NJZ and continued to lead their creative direction. Hee-jin was fired after HYBE alleged that she was trying to take ADOR independent, which Hee-jin denied. Last September, NJZ demanded Hee-jin be reinstated, claiming they would not continue at ADOR without her. A couple months later, NJZ held an emotional press conference announcing their decision to leave and accused the label of 'manipulation,' 'mistreatment,' 'deliberate miscommunications,' and workplace harassment. (ADOR has denied the claims.) ADOR subsequently filed a lawsuit against the group, saying they were still under exclusive contract. A full hearing on the lawsuit is scheduled for April 3. Best of Rolling Stone The 50 Greatest Eminem Songs All 274 of Taylor Swift's Songs, Ranked The 500 Greatest Albums of All Time
