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![[Behavioral Scientist's Analysis] NewJeans, Now Even Stronger, HYBE in Trouble I’ll listen again. Danielle: “Naturally, we all want to continue working with Daepyonim. Even before debuting as NewJeans and through all of the time that we spent together with Min Hee-jin Daepyonim, all of us felt that the music we wanted to make and the kind of world we wanted to build together, our vision, was similar in so many ways. With Min Hee-jin Daepyonim, we were able to prepare each and every task with sincere hearts, and I believe it shows in our work. Putting our sincere effort into something is only possible because the people that we're working with have trust in each other and have that same vision. Min Hee-jin Daepyonim is not only the person that produces our music, but someone who makes NewJeans who we are. She discusses even the smallest details with us and explains them in ways that we can understand clearly. NewJeans has a distinct colour and tone, and this was created with Min Hee-jin Daepyonim. She is integral to NewJeans’ identity, and we all feel that she is irreplaceable.” Danielle clearly stated this and also expressed it in English. So, in terms of the NewJeans issue, international fans who don’t have much information may not have had a clear perception of Ms. Min Hee-jin or how to view this issue. If you look at the comments, it was very poorly organized. In Korea, we now have clear information, so NewJeans fans, Bunnies, are cheering for NewJeans and supporting Ms. Min Hee-jin. It has become clearly sorted out like this. However, internationally, it hasn’t been clearly explained. But with Danielle explaining it so well in English, I expect that from now on, the international atmosphere will shift towards attacking HYBE, criticizing Bang Si-hyuk, and supporting Ms. Min Hee-jin and NewJeans worldwide. So, now that the artist has clearly stated their position and made it clear that the identity and assets of the NewJeans brand come from Ms. Min Hee-jin, regardless of any legal disputes or lawsuits, in the minds of the fans, NewJeans equals Min Hee-jin. And as for the current management of ADOR and HYBE, they will be seen as the ones attacking NewJeans and the mysterious people with no clear motive, such as Bang Si-hyuk. I think this will now be clear. Considering the nature of the entertainment industry, like many creative industries and the cultural industry, this is not manufacturing. Many things can’t be determined through legal processes like patents for ideas or lawsuits. The B2C market, or the market for services and consumption of an artist's brand, is driven by sensitivity. People consume it because of the emotional connection and enjoy it because of that sensitivity. So, what’s the point of winning a legal case? Even if HYBE were to win any legal case, do you think consumers wouldn’t boycott NewJeans’ music or other products afterward? I believe HYBE will be punished in some way for its actions towards ADOR and its current management. The way they are handling risk management is shortsighted, as they fail to understand people’s emotions. They seem to only rely on the advice of legal professionals and accountants, and their entire approach to this issue is so narrow-minded and misguided. It feels incredibly foolish to me. So, to summarize: NewJeans’ branding was done by Ms. Min Hee-jin. The identity and assets of the NewJeans brand were created by her, and we did it together because of her. Haerin: “However, even after our debut, there have been many unfair and incomprehensible incidents that you might not know about, and these incidents have only increased over time. As some of you may know, recently, videos from our trainee days and private records, such as medical information, were leaked. When I first saw that, I was really shocked. It was hard to understand how our company, which is supposed to protect us, failed to manage and allowed such information to be leaked. Naturally, this situation has made us worry that other strange or false information about us might spread in the future. Although we, along with our parents and Min Hee-jin Daepyonim, have raised concerns about this to HYBE, they haven’t resolved the issue, nor have they taken any proactive measures. Then, in the midst of all this, our CEO was dismissed, and we’re left wondering whom we can trust and rely on. We’ve come to the conclusion that if we don’t speak out about this now, no one will know what we’re going through. After much discussion among ourselves, we finally decided to take this step.” The current situation is shocking, but this is not just about this one incident; they’ve been continuously receiving unfair treatment from HYBE. The fact that they are saying this publicly now is truly shocking. They’ve been discussing these unfair treatments with their parents and Ms. Min Hee-jin while continuing their activities as NewJeans. They are saying that the unfair treatment from HYBE has been ongoing. It’s hard to understand as an outsider, but now the artists themselves have confirmed that there have been instances where the company has mistreated them. This is no longer a matter of speculation or exaggeration. NewJeans has officially admitted that HYBE has been continuously mistreating them. Moving forward, this changes the entire perspective on the issue. It’s no longer just NewJeans vs. HYBE or Min Hee-jin vs. Bang Si-hyuk. It’s hard to even imagine the reality of this situation. Now that the NewJeans artists have come out and said that HYBE has mistreated them, regardless of how HYBE tries to communicate going forward, they will now be framed as the ones mistreating NewJeans. How can they possibly shake off this perception now? I don’t think they can. Hanni: “Something happened to me recently. The 4th floor of the HYBE building is where we get our hair and makeup done, so a lot of other artists and staff come and go there. One day, I was waiting alone in the hallway, and some staff from another team passed by. We greeted each other, but when they came back out a bit later, I heard one of their managers say, “Ignore her,” right in front of me. I could hear and see everything clearly. Even now, I still don’t understand why I had to go through that.” I still don’t understand why that happened, even now. When I think about it, I feel like it was really ridiculous. This story from Hanni was so frustrating and absurd. Wow, what Hanni just shared is really shocking. She mentioned meeting an artist, and that artist's manager told them to ignore her. If this happened in middle or high school, people would probably dismiss it as childish fighting, but this happened among adults, and it's becoming a huge issue. Honestly, the NewJeans members aren’t sharing these stories to stir things up. They’re probably just speaking truthfully about their experiences and trying to be genuine with their fans, saying, “It’s time we express our stance honestly.” The timing and approach they’ve taken are actually perfect. They started by clearly explaining their motivations and why they’re speaking out, then moved on to using English to express what NewJeans’ identity is and the members' feelings, as well as their history with their manager. They made it clear how they feel about these situations. Now, they've started sharing more detailed stories. The way they’ve structured everything is so good because people remember stories more than abstract thoughts or philosophies. When you say, “This happened to me,” people are much more likely to remember that than vague statements. Hanni shared her unfair experience in such an honest way, and I think it’s going to spread widely. I can already imagine netizens trying to figure out which manager it was, which artist, and so on. This story will likely go viral. People remember stories like this because they stick in their minds. For example, remember when Bang Si-hyuk didn’t return NewJeans’ greeting, and it became a huge thing about face blindness? People don’t remember the details, but they remember that someone important didn’t greet them. It became a memorable story. Minji: “When I heard about what Hanni experienced, I was really shocked. How could a manager from another team tell their members to ignore one of us, and say it so loudly that Hanni could hear it? Such unimaginable words and behavior were directed at us, yet there was no apology, nor did they even acknowledge their wrongdoing. Of course, I’m worried about how many more similar incidents might occur in the future and whether we’ll be subtly ostracized without anyone there to protect us.” Hanni: “I hope no one else has to go through something like that, but since it’s already happened once, I can’t help but feel scared that other members might experience the same thing. I spoke to the new CEO about it, but since I didn’t have evidence and it was considered too late, they seemed to brush it off, making me feel like there’s no one left to protect us. It really felt like the concern for us was gone, and even though I was being honest, it made me feel like I was suddenly being treated as a liar. Before, Min Heejin, our previous CEO, used to take care of us a lot. But now, while the new people say they’ll help, it’s just been months of excuses... excuses... excuses... They keep saying that it’s something they can’t resolve. But this is something that I personally went through and experienced, yet they are trying to dismiss it as if it’s my fault. I’m worried and scared about what might happen next.” I want to make two points here. First, this is clearly “invisibility.” It’s not physical violence, but it’s about not acknowledging someone’s greeting, deliberately ignoring them, and so on. While it may not seem like a big deal, it still deeply hurts someone’s feelings. There’s been a lot of research on how these kinds of actions negatively affect an organization, spreading like poison and making people feel bad. It’s something we should really work against. The second point is about third-party justice. Hanni raised a legitimate concern, and it wasn’t handled properly within the company. This made Hanni, Minji, and others realize that the new management isn’t on their side. When others witness this, they’ll also realize that this company doesn’t have their best interests at heart. This realization leads to a loss of trust. People will remember these events, and once this perception sticks, it’s hard to change. It affects not just NewJeans, but also other artists who will think, “Oh, this is how HYBE treats people.” And it even affects the employees who work there. Minji: “Of course, I’m worried about our future, but what’s most frightening is that the work we’ve already created is being compromised. Seeing the people who have poured their lives into creating our work being treated this way makes it hard to understand how this could be happening. The new management said they would separate producing and management, but we’ve always worked differently from other labels, and we thought that our way was a good one. Now, Daepyonim can no longer approve all matters, and we’re left wondering how we’re supposed to continue working as we did before. The recent statement from the new management also didn’t make sense to me. If they really didn’t intend to interfere with our production, then the recent incident with Director Shin Woo-seok should never have happened, and it should have been handled differently. We are the ones directly involved with the copyrights and likeness rights of our content, yet they’re making decisions without our consent. In their statement, they kept saying they were acting to protect us and prevent our anxiety, but why do they keep insisting on this when they haven’t considered our wishes? We don’t want any more unnecessary issues to arise, and we want them to show respect and consideration for Daepyonim and all the directors who have worked with us. The things they’re doing right now are not in our best interest at all.” What’s worth discussing here is the perception of hypocrisy. People really dislike hypocrisy, and when you think about it, it makes sense. When humans are surviving, if there’s an enemy or a difficult environment, they overcome it as part of life. But the most dangerous situation is when you think someone is an ally, but they turn out to be an enemy. When you thought they were on your side but they stab you in the back — that’s when people are really upset. That’s why people hate it when there’s a discrepancy between outward appearances and inward intentions. It creates a near-hatred, especially when someone claims to be acting for your benefit but it’s clear that they’re not. This is what Minji is clearly pointing out — these people are hypocrites. New Jeans has already reached a conclusion internally: this new management team, in less than a month, has revealed themselves to be hypocrites. And they’ve shared this with the fans and everyone else. This isn’t just some interesting topic on a live broadcast; this will cause a huge impact, and I am certain of that. New Jeans has come to a solid realization — these people are not working for us. They are liars and hypocrites. Therefore, the new management can no longer properly lead the company. They will not be able to continue, and this system cannot be maintained. Why? Because the artist has called them out as hypocrites. The only way they can recover is by proving they aren’t hypocrites, but even then, that’s not effective — New Jeans would have to say it. But the chance of that happening is zero. In short, these people have been socially branded as hypocrites. The new management’s time is up. Less than a month, and their time is over. In the creative industry, especially in culture and the arts, content production — such as creating songs or music videos — cannot be separated from management. That’s how we’ve always worked, and it was good for us. Min Hee-jin was a remarkable creator and artist who understood all of this. The harmony between management and artistic decision-making brought about the incredible phenomenon of New Jeans. But now, they’ve created a system where that harmony can’t exist anymore. Moreover, the new management is culturally ignorant. They don’t understand art, music, or creativity. They have shown this clearly, especially with their mishandling of Director Shin Woo-seok’s music video and the associated fan content, like those on the Dolphiners YouTube channel. They’ve demanded to delete content without protecting the artists, or respecting the work of those who collaborated on it. Their management decisions show a complete lack of sensitivity or empathy. So once again, I say: "the new management’s time is over." Danielle: “As I mentioned earlier, our dream was to perform the music we want to make with Daepyonim, and we were working very hard toward that goal. But now, we can’t do that, and the plans we’ve made might not come to fruition. As Hanni unnie said earlier, just like that, the content that we released solely for our fans, for our bunnies, was instantly erased. And I truly can't understand why anyone would do this to a group, or just anyone in general. We were just working hard for the present, so what did we do wrong? A week after Daepyonim was dismissed, we found out that we could no longer work with the director we’ve been working with all this time, and we’re extremely anxious because we don’t know what will happen to the staff who have always worked hard for us. If they really care about us, they should stop saying that they prioritize the artists and instead let us do the music we love in an environment where we can be genuinely happy. Is that really so hard to do? It’s hard to fully express what’s in my heart, but in the end, the five of us just want to continue our activities with Min Hee-jin Daepyonim, as we have done so far.” Personally, they just want to be left alone—just "Leave us alone. Don't interfere; just leave us alone.” This is what they’re saying to both ADOR and HYBE. It's become clear now that HYBE and ADOR can no longer meddle with NewJeans, and I think things will flow that way from now on. The fans won’t stand still either. In entertainment, it’s not about titles like "I’m the CEO," or "I own shares." These are shallow understandings of what makes the entertainment business work. The real value created in this industry is the love and recognition from the fans. No amount of shares or CEO titles matter when that love disappears in an instant. NewJeans is asking to be left alone, and because of this, the new management of HYBE and ADOR can no longer act. I believe the future will unfold accordingly. One important thing I want to emphasize is that NewJeans is a unique group. They’re not just factory-produced idols. The distinctive nature of NewJeans’ music is felt by everyone who listens to them. For example, producer 250, who played a significant role in shaping the NewJeans sound, alongside other talented producers like those from the Banana Culture label, was brought in by CEO Min Hee-jin. This collaboration birthed the unique musical style of NewJeans, which many have come to appreciate. Their latest album, which incorporated elements like New Jack Swing, wasn’t just NewJeans making this music—it was 250's creative vision, drawing inspiration from 70s and 80s funk, R&B, and American black music, and reinterpreting them. If 250 no longer works with NewJeans, their music might become indistinguishable from other idol groups. The choreography, another element that set NewJeans apart, also contributed to their success. However, with the recent tensions, it's obvious that working with key figures like director Shin Woo-seok, who directed many of NewJeans' music videos, will become difficult moving forward. Director Shin wasn’t even interested in music videos before but was inspired to work with NewJeans after a conversation with Min Hee-jin. If Min Hee-jin and people like director Shin are ousted from ADOR, it’s inevitable that the core assets of NewJeans, including their distinctive musical and visual style, will vanish. This is not just a simple matter of one person being ousted—it’s about losing the core elements that made NewJeans what they are. WE STAND WITH NEWJEANS #버니즈_뉴진스와함께_준비갈완료 #방시혁_2주준다_민희진_복귀시켜라](https://image.24vids.com/tw-1836325806362235187/amplify_video_thumb/1836325301087072256/img/-KRorTRouoqNniiz.jpg)
