NewJeans/NJZ Injunction Fallout: ADOR Acts, New Song Premieres, Hiatus Announced, ADOR Reacts

It’s been a rollercoaster weekend for Minji, Hanni, Danielle, Haerin, and Hyein.

Whether you recognize the quintet as NewJeans or NJZ (more on that in a moment), K-pop’s most prominent legal battle in years took a shift when the Seoul Central District Court granted ADOR’s application for a preliminary injunction in its quest to confirm itself as NewJeans’ exclusive management agency. The court’s decision came on March 21 in the afternoon local time in Seoul, ultimately preventing the group and its members from entering into contracts without the HYBE label’s approval. It came hours before the group headlined the final day of ComplexCon Hong Kong on Sunday, March 23, under their new moniker NJZ.

In an official statement sent by HYBE’s global press on behalf of ADOR that afternoon, the label said they would “fully present at ComplexCon this week” (which the New York Times described as “ominous”) and “eagerly anticipate meeting with the artists for a heartfelt conversation at the earliest opportunity.”

The statement did not recognize the difference between an injunction and the actual court hearing that begins April 3 to determine the contract’s validity. However, the group still responded via its independently made @NJZ_PR Instagram account to “respect the court’s ruling” and continue with their commitment to ComplexCon.

NYT’s Jon Caramanica and Melinda Sheckells for Billboard were both international reporters on the scene at the AsiaWorld-Expo venue. Both noted the enthusiasm for NJZ’s merch booth inside the convention and the 10,000-11,000 attendees roaring for the group.

Sheckells wrote, “NJZ had a merch booth inside the ComplexCon marketplace, which commanded a line of more than 2,000 people on Sunday alone.” At the same time, Caramanica added a note about how “hundreds of admirers wrote messages of support in marker on the wall of the booth.”

The group performed cover songs individually before coming together to premiere the new song “Pit Stop” for a performance that “pulsed with intense drum’ n’ bass fervor, and which its members accompanied with the sort of easefully precise choreography they’ve become known for,” as described by the NYT. Indeed, the song feels like a natural next step into something more intense and pronounced for the girl group but it also keeps a sense of minimalism and nostalgia.

This Twitter/X post probably has the best “Pit Stop” audio of the live performance I’ve seen if you’re curious to listen. However, the performance feels like classic NewJeans in that each member can add her own flair to the choreography while still moving as one cohesive whole. The song also feels somewhat like a war cry in their legal battle, as they declare, “I’m cut from a different fabric” in the pre-chorus before adding, “Now I keep it moving, now I keep the static.”

The “visibly nervous” (Billboard) quintet spoke to the crowd to announce they’d be going on a hiatus due to the recent court decision.

“It feels too hard to keep going at this pace, and as strong as we are trying to stay, it is honestly taking a bit of a mental and emotional toll on us,” Danielle said (via NYT) with some members crying. “However, this doesn’t mean that we are going to give up.”

As expected with any Jon Caramanica article, he had invaluable insight comparing the NewJeans saga to the intensely cruel pressure felt by fellow teen idols like Britney Spears or Justin Bieber.

As also expected from Jon, a moment that would be unremarkable to most is captured as a moment of intimacy to speak to the larger topic at play.

“Just a handful of people were around when Hanni, Minji, Hyein, Haerin and Danielle emerged from a side door surrounded by security guards. They looked downcast, drained. They walked over to survey their booth and see up close what their fans had left them. For around five minutes, they took in the messages, signed the wall in a couple of places, and then posed for photos in which they mustered some long-practiced defiantly joyful faces.”

I thought it was interesting that despite ADOR sharing that they would be on-site to “guarantee the performance is presented under the NewJeans name,” there was still full NJZ branding across the performance including the introduction that utilized the same graphics and artwork across the independently made NJZ TikTok account.

After the performance, ADOR reportedly told Korean media that it was a one-sided decision for the group to perform, sell merchandise, and announce a hiatus under the NJZ name. However, they maintain hope to meet with the group soon. This has not been confirmed or sent out by HYBE’s Global PR, but I will share any updates.

As some report this legal battle possibly being drawn out for three years, the takeaway seems that NewJeans members would rather not work at all than reunite with ADOR/HYBE, even temporarily. Yet ADOR’s side maintains that they are committed to the artists’ career and want to hash it out in person. No matter how things go, anyone can agree that it’s a shame to have the NewJeans brand indefinitely stalled like this.

Jung Kook’s Scary Stock Shakeup

A curious and, so-far, underreported story dropped in Korea on Monday, March 24, that BTS member Jung Kook had reportedly been a victim of a massive theft resulting in millions lost while carrying out his mandator military duties.

According to various reports, including MoneyControl, a hacker “opened an unauthorized account in Jung Kook’s name in January last year, right after he enlisted for service. He transferred Jung Kook’s 33,000 shares in HYBE to the new account and sold 500 shares to a third-party investor.”

The Korea Times says that the total value of the stolen stocks was 8.4 billion Korean won — or $5.7 million. Sheesh.

BTS’ agency, BIGHIT MUSIC, gave a statement on the matter saying they took immediate action, which they say included restoring the original value, which must have been a relief to JK and highlights the crazy huge amounts of money HYBE must be dealing with on the daily.

Jung Kook also reportedly filed a lawsuit for the return of the 500 shares transferred last year, with the Seoul Western District Court ruling in favor of Jung Kook in February, ordering the third party to return the shares. At this time last month, HYBE’s shares were worth about 251,000 Korean won, meaning JK likely got back about 125.5 million KRW (about $85,400).

It’s still unclear why or how this story began making the rounds recently, but certain facets of the Jung Kook fandom demand deeper investigation into the matter.

HYBE shared that no further comments are being made beyond the initial statement.

Speaking of BTS…

More U.S. outlets are hyping up the group’s upcoming comeback record

• NewsNation story editor and “entertainment expert” Paula Froelich delivered what the cable channel is calling an “exclusive” on BTS citing “insiders are saying they’re going to go straight from the military into a record studio for a new album and they are then going to plan a tour after that.”
  
  This isn’t exactly the breaking news NewsNation chalked it up to be since HYBE has consistently spoken about 2025 being the year BTS returns and, yes, most of the time K-pop acts tour after releasing new music.
  
  I’ve never watched NewsNation but if this is their scoop — not to mention the anchor calling BTS a “K-pop superman” (maybe she meant superband), I’m thinking I’m not missing too much. An article for NewsNation’s website also cites how “the next album is also expected to launch bandmembers’ solo careers.” I can’t wait to see their faces when they learn about Right Place, Wrong Person and Face. (Watch via NewsNation if you please)
  

• People also felt the BTS fever as Mackenzie Schmidt (who continues to do some great K-pop writing) highlighted BTS’s “reunion this June” in her review of J-Hope’s solo concert. BIGHIT MUSIC shared the story on its official Twitter/X account, so perhaps that was a hint for fans to look forward to June. (People)

IN THE NEWS

—K-pop events market to hit $20 billion by 2031, sponsorships segment growing: “The recent decline in recorded music sales has increased demand for live music performances, which has greatly aided the expansion of the worldwide music event sector such as K-pop events. Also, the rise in music tourism activities among spectators and artists has fueled the expansion of the K-pop event industry. The sponsorship income of music events is rising because of increased investments made by several startups and established large organizations in order to increase the visibility of their brands.” (OpenPR.com)

—China moves to improve ties with South Korea, starting with tourism and K-pop: “Beijing is extending an olive branch to Seoul by embracing the return of South Korean tourists as well as cultural imports like K-pop, as the two neighbours take steps to improve ties. Some 200 Chinese fans turned up to see K-pop girl group IVE at a signing event in Shanghai on Thursday, the same day Seoul announced Chinese tour groups would get visa-free entry to South Korea in the third quarter of the year. That came after China waived visas for South Korean visitors to the country in November. Thursday’s K-pop event followed a visit by TWICE, another South Korean girl band, to Shanghai last month to promote their new album.” (SCMP)

—FTC slaps $300,000 fine on Kakao Entertainment for deceptive social media promotion: “The first time the Fair Trade Commission has sanctioned deceptive advertising in the pop music industry. Kakao Entertainment promoted its music through social media channels that it either acquired or established, but did not disclose that it owned or operated these accounts. As a result, consumers were not made aware that the promotional posts were paid advertising. From October 2016 to February 2024, 2,353 such posts were identified across 15 social media channels. Kakao Entertainment also posted music-related content on major online communities without identifying the posters as company employees. Between May 2021 and December 2023, 37 such posts were found on online forums. In addition, the company paid approximately 860 million won to 35 advertising agencies to promote its content without clearly disclosing the financial relationship. A total of 427 posts were made.” (Korea JooAng Daily)

Coincidentally, Kakao also announced the launch of their “global K-culture fan platform” called Berriz for March 25 that wants to be the “all-in-one platform for fans of K-pop, K-drama and webtoon.” Based on a press release, the app will have “tailored communities featuring AI, commerce, and livestreaming.”

—‘Forever We Are Young’ documentary is an illuminating portrait of the superfans behind BTS: “While the film is specifically about BTS fans, it provides a fascinating wider insight into fandom in general in the digital age; be it BTS’s dedicated ARMY or Taylor Swift’s Swifties. While a fervent following for a musical artist or band is nothing new, the ease of communication brings a sense of global community — and with it a new degree of power. The ARMY support for the BLM movement was a watershed moment which culminated in an official statement from the band and a $1million donation to the cause. And ARMY targeting of a Trump rally resulted in swathes of empty seats which had been block-booked by the highly organized BTS fans.” (ScreenDaily)

—PUBG Mobile has announced a collaboration with BABYMONSTER ahead of the game’s seventh anniversary: “Players will be able to take photos with their favourite BABYMONSTER member in a photo booth at the centre of each area. Fans can also play the K-pop group’s music by equipping themselves with the BABYMONSTER-branded cassette player. The collaboration seems to be fully focused on in-game activations, with no esports-focused content announced.” (EsportsInsider)

—K-pop rockstar and former FTISLAND member Song Seung Hyun is giving back to his new home in the Big Apple: “The industry is a harsh and unforgiving world, especially for a K-pop idol who must undergo continuous scrutiny about his personal life and appearance. Song Seung Hyun wanted to be free of the unnecessary criticisms and societal conformities and lead a life filled with artistic freedom and creativity. It is in New York City where Song feels like he can finally breathe…since moving here over the summer, he has been welcomed with open arms. It is this gratitude that he seeks to reciprocate.” (Amanda Moses for amNY)

ONES TO WATCH:
Rising Rookies KiiiKiii and NEWBEAT Debut With Top Creatives at the Forefront

K-pop companies tend to come ready to put big wagers on their new acts, and the recent outputs from some of the scene’s top creatives are, refreshingly, leading the conversation for two new potential leaders.

KiiiKiii and NEWBEAT make their official debuts today, March 24, after captivating K-pop fan attention with intriguing art direction on top of a small collection of pre-debut music.

Coming from the more established Starship Entertainment (home to Monsta X, IVE, CRAVITY, and Wonho), KiiiKiii is the new five-member girl group that arrives with an undeniable fresh, quirky energy — in large part thanks to the fun art and imagery surrounding them. From a graffitied mohawk to food-inspired getups, the unexpected images that accompanied the group’s initial announcement on the scene had fans curious if KiiiKiii was an artist name, a platform, a person, an AI bot, or something entirely else.

heyone led KiiiKiii’s art and creative direction from these early images, with the talent breaking out thanks to her work with IVE (Starship labelmate of KiiiKiii that was also renowned for their visuals on the masterpiece “Love Dive”), THE BOYZ (“MAVERICK,” “Thrill Ride”), and Japan’s global group XG (“LEFT RIGHT,” “SHOOTING STAR”).

Peep some select shots from her Instagram (and follow at @byheyone)

In early interviews, members Jiyu, Leesol, Sui, Haum, and Kya are branding themselves as “free-spirited, playful, and exciting” and an “outlier” group in K-pop. They’ve also got the management/PR push of the Eshy Gazit team behind them, joining a roster that seems to currently include Monsta X, Wonho and HEYOON, which has helped them score early press looks in The Hollywood Reporter and Rolling Stone without even officially debuting. Heck, Clash Magazine in the U.K. says that KiiiKiii has an “unstoppable rise” just on Day One. No doubt it comes in part from strong publicist relationships, but there seems to be some genuine excitement and confidence in what Starship will deliver with KiiiKiii after establishing IVE as one of the defining characters in the current K-pop generation.

KiiiKiii has set up big expectations with little shown, but the addictiveness in their early single “I DO ME” (one of February’s best K-pop tracks) and the heart felt in their UNCUT GEM album cut “ONE OFF,” I am absolutely ready to see how the quintet can fit into and live up to their promising look and sound.

Next up is NEWBEAT, the second-ever boy band crafted under the much smaller but increasingly creative and impressive Beat Interactive that first entered the scene in 2017 with the quintet A.C.E and the still very rare female CEO in Hyeim Kim. Fast forward nearly eight years later and Beat grew its roster to include popular crossover classical group Forestella, established veterans from beloved boy bands like Son Ho Young of first-generation K-pop group g.o.d and Changjo of second-generation outfit TEEN TOP, and even new actors. Beat Interactive also spent a good portion of 2024 sending the septet, who would soon become NEWEBEAT, across the U.S. as backup dancers in A.C.E’s tour and holding busking and dancing events in cities like New York and Los Angeles.

Beat Interactive seems ready to go all in with NEWBEAT, and some impressive talent is on board to help bring the boy band’s worldview to life.

Beat linked with of-the-moment film director Yoon Seung-rim to direct NEWBEAT creatively. Yoon has caught viral attention after her work on some of last year’s best music videos including aespa’s “Armageddon,” I.M’s “Overdrive,” IVE’s “HEYA,” plus “TGIF” and “IYKYK” for XG. (Does anyone else notice that IVE and XG find all the cool creatives first?)

Yoon shared in an interview that she’s not only working on NEWBEAT’s visuals but also the group’s larger worldview and storylines, bringing in an additional director and visual effects designer to bring her vision to life.

With their debut release RAW AND RAD, which dropped on March 24, NEWBEAT took the unorthodox approach of unveiling a full-length, 10-track album — a move that even some of the most anticipated rookie acts don’t take. But the LP does include an intro and outro track, plus a 93-second interlude, for more of a solid seven tracks. Still, the team enlisted trendy rapper Khundi Panda to write and appear on the LP’s intro and BTOB member Lim Hyunsik to produce the track “F.L.Y(Fu**ng Lovely, Lonely Youth).” There’s a host of curiously titled tracks, including “JeLLo(Sleepers)” and “You,Me +,-” but that gives me more intrigue into the larger story NEWBEAT is setting up to tell.

NEWBEAT also boasts U.S. representation in Helix Publicity who, admittedly, have a tougher sell internationally when it comes to NEWBEAT. However, the ‘90s hip-hop throwback sounds and increasingly intriguing visuals and stories behind the group give me confidence that we’ll see them rising alongside KiiiKiii.

FURTHER READING…

• Writer Kathryn Xu wondered, “Is K-pop still fun?” and other pertinent K-questions through the lens of KiiiKii’s debut on Defector.

WHAT TO WATCH FOR THIS WEEK

—TEN of NCT and WayV released his second solo record, STUNNER, today, March 24, via SM Entertainment with the multilingual Thai superstar featuring multiple English tracks, including the new title track single. I tend to prefer the Korean versions of songs made by K-pop artists, but I actually think “STUNNER” sounds better in its English form — perhaps thanks to producers Jacob Werner (Icona Pop, Benjamin Ingrosso, Galantis) and Elias Edman (Armin van Buuren, Oliver Heldens).

Throwing it back to 2022, TEN has been one of my favorite interviews (peep that on Billboard) where I felt the genuine artistry coming from him. It doesn’t look like he had any Western press go out around the album release, which is a shame given his ease with languages and the EP aimed more toward an English-speaking audience.

—Beomgyu of Tomorrow X Together will release his first “mixtape” — which does not have the same meaning as it does in the U.S. but is typically the word used for a singular song release that is possibly offered for free download — titled “Panic” on Thursday, March 27. Beomgyu has been the standout vocalist on some of TXT’s most rock-leaning tracks, so hearing him in his own arrangement will be exciting.

I also liked the words he shared before the mixtape announcement and hope he speaks more to his feelings. Via Weverse:

—Jackson Wang will release new single “GBAD” on March 28 as part of his upcoming album Magic Man 2 after reuniting with his GOT7 group in January. March 28 is also Jackson’s 31st birthday.

The original Magic Man album peaked at No. 15 on the Billboard 200 back in 2022. (TEAM WANG Records)

—I.M, the youngest member of Monsta X who played an integral role in helping the group connect at U.S. radio, will release his new single “Don’t Speak” on Friday, March 28, through Sony Music Korea.

—Kevin Woo, a former member of boy band U-KISS who has transitioned to become a power player on Broadway, a co-star in Anderson .Paak’s upcoming K-Pops film, and has a short film backed by Margaret Cho, makes his major musical comeback with the English song “Deja Vu” on March 28.

—ARTMS will also release new single “BURN” on Friday, March 28. This should have much of the Internet’s attention as “BURN” was previously teased as a single by the beloved girl group LOONA, but never made its way out. That is until the group’s previous creative director launched his own company and reunited with five former members to create ARTMS.

There’s a lot of lore to unpack here, so check out my interview with Modhaus CEO Jeong on Billboard for the full background on one of K-pop’s biggest musical mysteries.

—aespa teased on social media that a “new version” of their 2024 single “Whiplash” was coming soon. Korean media revealed that an English version of the song and a remix by Steve Aoki drops on March 27.

The new English song is undoubtedly aligned to aespa’s upcoming performance at the Billboard Women in Music 2025, taking place this Saturday, March 29, where they will be named Group of the Year.

—JENNIE will also attend the Women in Music event, where Billboard will recognize the BLACKPINK member with the Global Force Award.

My favorite part about industry-focused events like these isn’t the usual red carpets or performances but about what tends to be genuine camaraderie seen by those presenting the awards, like Sabrina Carpenter presenting TWICE with their Breakthrough Artist Award in 2023.

K-POP BITS & BOPS

—Jackson Wang linked up with somewhat-controversial streamer IShowSpeed in China for a table tennis match and some, erm, bro talk about how the GOT7 member has “no girlfriend or boyfriend” that’s gone viral with over 14 million views at press time (Twitter/X)

—NPR says of the four BLACKPINK solo albums, “only one finds a perfect fit.” Did you guess who music editor Sheldon Pearce picked? (NPR)

—If you’re a fan of the new girl group MEOVV crafted by BLACKPINK producer Teddy, you’re officially known as a PAWMPAWM (THEBLACKLABEL)

—At least 43,000 people clicked thumbs up on this YouTube Short discussing how influencer Nikita Dragun is “looking like a K-pop star and she’s not even Korean...like she’s going to debut like KATSEYE.”