On March 7, the court session regarding ADOR and NewJeans’ contract validity was held, drawing massive attention as various issues, from Hanni being ignored, artist discrimination, to intentional reputation damage, were raised. However, one particular information mentioned at the session drew attention.
In particular, ADOR claimed that NewJeans (now rebranded to NJZ), was promoted as the “next BTS” in accordance with Min Hee-jin’s request, stating, “NewJeans appeared in BTS’s music videos before their debut, and whenever they release a new song, they promote dance challenges with other HYBE artists. From the beginning, NewJeans was introduced as ‘BTS’s little sister’ and was promoted as ‘the next BTS’ and ‘surpassing BTS’ at Min Hee Jin’s request. This is the only case at HYBE where another group’s popularity was used for PR.”
Previously when BTS members began enlistment, the media and HYBE are expecting NewJeans to fill in the empty spot BTS left behind. In particular, a user on the Korean forum “theqoo” has compiled various articles that compare BTS and NewJeans, which goes from “NewJeans sweeping charts, working to fill BTS’ empty spot”, “NewJeans taking the baton of BTS. HYBE’s stock experiencing rises”, “NewJeans play a crucial role in restoring HYBE’s potential”, to calling NewJeans the “Next BTS”.
These articles ended up receiving various controversial opinions, as BTS fans believe that HYBE is trying to downplay the contributions of BTS to their company. They also feel bothered that HYBE is using the name of their idols for mediaplay.
Many also expressed that it is too soon to consider NewJeans the “new ace” of HYBE. Despite their early success, the girl group has a long way to go, and these articles would leave a sour impression on the public, they said.
Below are some comments from netizens:
- There will be no HYBE without BTS, these article titles are really getting on my nerves
- I shall wait and see if HYBE can ever get a “NEXT BTS”. Sure, they are successful, but they will never be BTS
- Dragging in BTS’ name only to praise NewJeans? This is surely a low-blow
- They are indeed trying to “lower BTS’ influence”. These articles won’t make people like NewJeans
- There are still these kinds of exaggerated media-play now? What the heck is HYBE doing?
