ADOR CEO Min Hee Jin, who created NewJeans, explained how the group is successful despite not following any formulas.
Recently in an interview with Korea JoongAng Daily, Min Hee Jin, the CEO of ADOR (subsidiary of HYBE Labels), discussed the different debut process of NewJeans and the rookie girl group’s huge success.
In particular, Min Hee Jin said: “I don’t like formulas. To me, a fun culture is one without formulas. Teasers are supposed to incite curiosity, but after some point, I felt like it just became a custom. Since NewJeans was already receiving a lot of attention, I didn’t feel the need for teasers.”
“I thought curiosity surrounding never-before-seen content would create more buzz, and my biggest goal was to transform that curiosity into something tangible — to actually go listen to the music since the new concept I wanted to showcase was the music itself. I needed that strategy because the music I chose was not the conventional K-pop idol style. Even if the song is good, it takes time for the public to get used to it. The music video was a means to highlight the strengths of NewJeans’ music and induce people to listen to it several times,” the famous creator expressed.
In the end, Min Hee Jin’s unique strategy has worked like a charm, as all of NewJeans’ debut track, including “Attention”, “Hype Boy”, “Cookie”, and “Hurt”, have been seeing quick climbs on Korean music charts. The group has already achieved their first real time all-kill with “Attention” 10 days after debut – an enviable result to many other artists.
