An ongoing situation worth any Music Nerds attention to research.
New Jeans + Min Hee-Jee -VS- HYBE / ADOR
—-some context:
Min Hee-jin was the primary architect of NewJeans’ career, serving as their founding CEO, executive producer, and creative director from their inception until her departure in late 2024. Her role was all-encompassing, spanning from talent selection and business management to the group's highly specific visual and musical identity.
1. Conceptualization and Formation (2019–2022)
After joining HYBE in 2019, Min led the "Plus Global Auditions" to find trainees for a new girl group.
* Talent Scouting: She handpicked the final lineup of Minji, Hanni, Danielle, Haerin, and Hyein. While some trainees originated from Source Music, Min oversaw their transition to her independent label, ADOR, in late 2021.
* Creative Philosophy: Min aimed to "break the tacit formula" of K-pop by emphasizing a "natural" and "age-appropriate" image rather than one purely driven by business trends.
* Branding: She established the group's signature Y2K-inspired aesthetic, characterized by straight black hair and minimal makeup, which deviated from the high-glamour standards typical of contemporary K-pop.
2. Music and Visual Production (2022–2024)
As Executive Producer, Min maintained total control over NewJeans' creative output:
* Music Selection: She personally selected all of the group's songs and supervised the entire recording process.
* Collaborations: She paired the group with underground producers like 250and FRNK to create their distinct retro R&B sound.
* Marketing Strategy: She famously debuted the group with a surprise release of the "Attention" music video on July 22, 2022, bypassing the traditional industry practice of releasing multiple teasers.
* Ambassador Management: Min leveraged her creative reputation to secure high-end global brand ambassadorships (e.g., Chanel, Gucci, Louis Vuitton) for the members shortly after their debut.
3. Business Leadership and CEO Role (2021–2024)
As the CEO of ADOR, Min managed both the creative and business operations, a rare degree of control in the HYBE multi-label system.
* Operational Control: She was responsible for the label's financial success, with ADOR generating approximately $83 million in revenue in 2023.
* Strategic Disputes: Her role became controversial in April 2024 when HYBE accused her of attempting to seize management control. Min countered by accusing HYBE and other subsidiaries of plagiarizing NewJeans' concept for the group ILLIT.
4. Departure and Legacy (Late 2024–Present)
Min's direct role ended following an intense legal battle with HYBE:
* Dismissal and Resignation: She was dismissed as CEO in August 2024. Although HYBE offered her a role as a producer, she initially rejected it, citing "unreasonable terms". She officially resigned as an internal director in November 2024.
* Continued Influence: Despite her departure, the NewJeans members publicly expressed their loyalty to her, referring to her as a mentor and "mother" figure.
* New Ventures: Min has since founded a new agency, OOAK Records, where she plans to launch a new boy group.
Min Hee-jin has positioned herself as the primary defender of NewJeans throughout her conflict with HYBE, framing her actions as efforts to protect the group's artistic integrity and well-being from corporate mismanagement and creative infringement.
Protective Actions Taken by Min Hee-jin
* Whistleblowing on Plagiarism: Min formally raised internal concerns that HYBE subsidiary BELIFT LAB plagiarized NewJeans' concept, styling, and choreography for the group ILLIT. She claimed this "copycat" strategy devalued NewJeans' cultural achievements and confused their brand identity.
* Blocking Her Dismissal (Injunction):When HYBE attempted to fire her in April 2024, Min successfully filed an injunction to block the move. She argued her removal would harm NewJeans' stability and future activities. The court initially sided with her, ruling there was insufficient evidence for her dismissal at that time.
* Publicly Exposing Mistreatment: Min used press conferences to highlight alleged mistreatment of the members. This included claims that:
* HYBE "neglected" NewJeans' trainees during their pre-debut period.
* A manager from another HYBE label instructed their artists to "ignore" NewJeans member Hanni.
* HYBE prioritized the debut of LE SSERAFIM over NewJeans, breaking initial promises made to her.
* Recent $18 Million Offer: In February 2026, after winning a court ruling that ordered HYBE to pay her ~25.5 billion KRW ($18 million USD), Min publicly offered to forfeit the entire payout if HYBE agreed to drop all legal lawsuits against the NewJeans members and "stop tearing them apart."
Timeline of Conflict & Impact on NewJeans
Timeframe Key Event Impact on NewJeans
April 2024 HYBE Audit & Accusations
HYBE accuses Min of trying to seize control of ADOR. Min counters with plagiarism claims against ILLIT. Uncertainty:NewJeans members are caught in the middle; parents petition the court in support of Min.
May 2024 Injunction Victory
Court blocks HYBE from firing Min as CEO. Stability (Temporary):Min remains CEO; members publicly thank her during "How Sweet" promotions.
Aug 2024 Min Dismissed as CEO
ADOR board (now HYBE-controlled) replaces Min with Kim Ju-young. Crisis:Members hold an emergency YouTube livestream demanding Min's reinstatement, citing a toxic work environment.
Nov 2024 Contract Termination Bid
NewJeans announces intent to terminate contracts with ADOR due to breach of trust. Legal Limbo:The group attempts to leave, but ADOR files a lawsuit to keep them.
Oct 2025 Court Rules for ADOR
Court validates ADOR's exclusive contracts; members are ordered to return. Forced Return:Members Haerin, Hyein, and Hanni agree to return. Danielle is sued for damages; Minji remains in talks.
Feb 2026 "Forfeit" Proposal
Min offers to give up her $18M win to end all lawsuits against the members. Current Status: HYBE has not yet accepted the offer. ADOR is suing Min and member Danielle for ~$31 million.
Current Situation (Early 2026)
Despite Min's efforts, the group has been fractured.
* Members: Haerin, Hyein, and Hanni have returned to ADOR. Danielle faces a massive lawsuit, and Minji's status is in negotiation.
* New Label: Min has founded a new agency, OOAK (One of A Kind), but she continues to fight for the NewJeans members' freedom from her position outside HYBE.
——end of context
Closing Statements
While the following is not the full context showing how Evil HYBE is, I hope it’s enough at least to understand why it’s a situation worth monitoring closely for anyone deeply in love with music, or anyone building or hoping for a future where Artists they love exist in world in which the relationship & access between the music/artists & the fans, supporters and those impacted in a meaningful way because of that bridge that exists to foster the symbiotic relationship between creator and consumer that allows the two to grow with each other across time together.
Because of my close proximity with the music industry that allowed me access to the inner workings of Major/Indie Record Labels beyond the less privileged access of everyday or even super fan ability or radar even.
Why I am so passionate about this story in the modern day, is due to my access behind the wizard curtain that provided the ugly truth instead of speculation around the reasons the bright lights of beloved Artists, Groups, Albums were Suddenly Squashed out only to become another “I wonder why they gave up / quit releasing music”
We live in a different age now tho, where information has the potential to spread and obtain near real time visibility at scale, and no fandom comes close to combination of terminally online and emotionally invested in almost unhealthy manners as the Asian countries Netizens.
Unfortunately this is a double edged sword, and that’s a huge part of this story I feel is worth being understood and acknowledged.
How this is weaponized by HYBE through absurd wealth power and influence, The Label bringing you your favorite music is the one who controls the media and gets to warp the narratives, while utilizing millions of bots to strategically take advantage of fandoms by pitting the artists against each other.
Playbook we see in the U.S. on social media since the introduction of algorithms and how their real intended purpose seems to be for the main goal of artificially creating and fueling culture wars in a two party system.
There are so many layers to this case and situation that should be studied and thoroughly documented to help build a future where human creative expression isn’t bound & tied to these predatory & exploitative legacy industries.
This is just one story…. But for me, It’s one worth paying attention to.