Speculation is growing that former ADOR CEO Min Hee-jin may be preparing to launch a “male version of NewJeans,” as several core creative staff members who previously worked with the girl group appear to have joined her new label, Ooak Records.
Interest surged after music video director Lee Young-eum shared photos via her personal social media story on February 5, revealing individuals involved in video production for Ooak Records. Among them was director Shin Dong-geul, who previously directed NewJeans’ hit music videos such as Hype Boy and Cookie . Lee Young-eum also worked on NewJeans-related projects, including New Jeans and Bubble Gum .
Further fueling speculation, choreographers Black.Q and Kim Eun-ju, who were responsible for choreography in NewJeans’ major hits including Attention , Hype Boy , Ditto , OMG , and Super Shy , recently hinted at their involvement by listing Ooak Records in their social media profiles.
Given their crucial role in shaping NewJeans’ performance identity – particularly the viral choreography that drove the Hype Boy challenge – fans and industry watchers are paying close attention to the creative direction of Ooak Records’ upcoming boy group. With multiple creators who helped establish NewJeans’ signature style seemingly regrouping under Min Hee-jin, anticipation is rising over whether the new act will carry a similar artistic identity or introduce a fresh concept.
Min Hee-jin, formerly of SM Entertainment, joined HYBE in 2019 as Chief Brand Officer and later led subsidiary label ADOR. However, tensions between Min and HYBE surfaced in April 2024 after HYBE accused her of attempting to seize management control. The conflict eventually resulted in her removal as CEO and resignation from her internal director position, effectively ending her relationship with the company.
Sources: Daum
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