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Album I – New Genes
Ushering in a new era of Kpop
K-pop, otherwise known as Korean pop music, has exploded as a global phenomenon, rapidly evolving through several “generations’. The first generation of K-pop emerged in the 1990s as a form of youth culture where South Korean artists drew inspiration from Western hip-hop, R&B and rock. The second generation featured artists akin to Girls’ Generation and Big Bang, paving the foundation for Hallyu, the “Korean Wave” that marked the initial rise in popularity of Korean pop-culture within neighboring Asian countries such as China.
In 2012, “Gangnam Style” by PSY went viral, becoming the first music video to ever reach 1 billion views on Youtube. Whilst some argue “Gangnam Style” defined the third generation, others believe it was groups such as BTS, EXO, TWICE and BLACKPINK which also exploded into global recognition.
22, 7, 22
Few groups represent the shift into the fourth generation as strikingly as NewJeans. Debuting on July 22, 2022, NewJeans gained massive traction with the sudden release of their song “Attention”. Immediately, it was clear they were different from other groups. No promotion, no information about group members. The only teasers to the group’s debut – three animated music videos of “22”, “7” and “22”. The initial music video itself, a clear message of who NewJeans are:
The New Genes of Kpop.
Album II – NewJeans
NewJeans didn’t only redefine how K-pop groups debut, but also changed how albums themselves are listened to. Conventionally, K-pop albums have grand debuts and slither down the charts week by week; NewJeans’ debut album, on the other hand, only found itself growing in streams. It’s interesting to see how their songs such as “Ditto” and “OMG” broke into the Billboard Hot 100 chart, not during the debut week, but only within the following two or three weeks.
NewJeans synthesized their own formula – authenticity and storytelling. Each group member is down to earth, genuinely caring for each other and their fanbase. Indeed, it’s the infectious energy and fun they bring to their choreography and performances which offer a refreshing contrast to the almost robotic, precision based choreographies of some other groups. And just as the name “NewJeans” alludes to the timeless nature of jeans, the group has carved a timeless image into the history of K-pop.
Album III – NJZ
Behind the Scenes: Artist vs Agency
From behind the dreamy aesthetic and musical success sprouted an unexpected dispute, a battle for creative control, extending beyond NewJeans’ record label ADOR into the upper echelons of their parent company, HYBE.
The cracks in NewJeans’ relationship with their label became impossible to ignore, with tensions at a boiling point when the group live streamed on Youtube, directly addressing their dissatisfaction with ADOR’s management. The group proceeded to boldly announce the termination of all five member’s contracts, rebranding as “NJZ” and describing the psychological impacts of remaining under ADOR’s control.
ADOR launched legal action, arguing members were still contractually bound and thus not allowed to operate independently. The Seoul Central District Court ruled in their favour in March of 2025.
Album IV – ???
The future of NewJeans as a group remains uncertain, with the group announcing a hiatus after the “mental and emotional toll” of the legal battle. Regardless, the case shed light onto the rigid structures imposed upon idols, the near total control often imposed upon branding, creativity and style. With only single three albums released in their young career, fans are left pondering
Will NewJeans ever return with a fourth?
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