[Article] 230121

[Interview] Min Heejin, CEO of ADOR "I want to break the formula"

- Amid global interest, NewJeans debuted, and the 1st EP "New Jeans" sparked a syndrome. In addition, <Ditto> and <OMG> were more successful than their previous work, far from the Sophomore jinx, simultaneously topping the music charts, and recording a chart-down to the Billboard Hot 100 six months after their debut. How does it feel to look back on time from just before the release of <Ditto> until now?

= I have mixed feelings. I'm not the type to worry about jinxes. Now, I'm preparing for the next album of NewJeans. You can expect to be a whole new. It reminds me of the moment before the release of the music video "Ditto". My heart was about to burst. "Ditto" is a song that personally has a lot of meaning.

- What does it means?

= Like the meaning of the title "Ditto," it is a song that has formed a consensus and furthermore reconciliation.

- Following the 1st EP, they developed a strategy to release the pre-released song "Ditto" and the first single "OMG" without much time. It can be said to be a different method of disclosure, similar to the strategy at the time of debut, which released four songs and music videos sequentially without prior information at once. For example, why did you choose the strategy of releasing songs one by one through singles when you could have collected more songs and released a mini-album or moved directly to your first full-length album? I wonder if it was a choice related to the long-term success of the first EP album.

= The intention to plan the album this winter was pure the purpose of reciprocation. It's a kind of feedback on the interest and love you sent to the first album. So I decided to open a holiday pop-up store with a warm song called <Ditto> and continue to donate a certain portion of my album sales. I wanted to organize a package like a Christmas gift in the sense that I will never forget your great love for the 1st EP. It was canceled the aftermath of COVID-19, but according to the original plan, members of NewJeans were scheduled to visit the children's hospital on Chirstmas day.

- BANA's producers, founded by Kim Ki-hyun, a former SM Entertainment CEO, are in charge of working on NewJeans' songs, not the producers who HYBE was working with. Why did you decide to join BANA? I would also like to hear about the process of preparing NewJeans music together.

= The premise of the question 'not the HYBE producers' sounds strange. There seems to be a number of misunderstanding that ADOR experiences because it started as a subsidiary in HYBE. To put it bluntly, ADOR was established to do music and business that Min Heejin aims for. This also means that it will operate in a different way from the existing entertainment industry system. The founding ideology and purpose of a company have important significance. If I ask the ultimate reason why I, who was not interested in the idol industry, started working for more than 20 years and eventually created a personal label, it can be said that it is my desire to propose new music and vision that was not in the mainstream market. That's why he expressed "concept is music" just before the launch of the team called NewJeans. I'm not a composer or lyricist, so I'm a producer that has nothing to do with copyright. To interpret this backwards, it can also be seen as meaning that you can work without much hesitation in the composition or selection of the music. It also means that the music of ADOR I pursue will be free style without boundaries. So it was more important than anything else to work with people who understood my music taste and meaning than to work through a routine organizational system. Kim Ki-hyun, CEO of BANA, ahs been a long-tiime friend of SM Entertainment. At that time, the views that disagreed with the style and system pursued by the company coincided and became close. We were heretics in the company. That's why each of us resigned and created their own company. What HYBE wanted to be strongly guaranteed by launching ADOR was a firm premise that there was no interference in creative and operational autonomy. Therefore, HYBE has no association or contact point n the construction and progress of ADOR's production. So, sometimes I feel quite puzzled when I see reactions that evaluate ADOR's music style with high-brows or with SM.

Members of BANA have know me for a long time. In particular, CEO Kim Ki-hyun was comfortable and natural to work together because he was a person with a high understanding of my vision to make and achieve ADOR and my musical taste. ADOR's music is not a system that relies on a single composer to work on. As I mentioned, it is a company that was created to realize the music and vision I want. Therefore, the organization's composition and working method are different from other companies. I collect and decide the music myself. In the case of NewJeans' 1st EP, I made my own track list based on my demo library that I collected randomly even before the team called NewJeans was formed. Therefore, the assumption that it was intended at the time of composition is all wrong. In the process of collecting, completing, and refining the details of the song, I exchange various opinion with CEO Kim Ki-hyun, not the composers. And the general manager trims details such as mixing, mastering, and vocal directing according to the direction I want.

- It is significant that the songs selected by the creative director-turned-producer reflecting her taste have become the post popular music last year and this year. How do you analyze the reason for the success of the song yourself?

= There are points that I think are more important than anything else in the production of the song. For example, the way the melody develops, the style of the singing, etc. Personally, there was a severe rejection of the somewhat typical melody development method and singing style that K-pop has been aiming for. The essential parts of the high notes, the awkward rap that suddenly appears, and the way of singing that feels uniform for me. Of course, I am attracted to these factors and respect the opinions I prefer. However, I was very reluctant, so I wanted the results to appear in the world, and I was in charge of overall production to control such derails. Currently the expression 'composition' seems to be used as a fairly ambiguous concept. Since beatmakers rarely play the role of top liners (melody makers), and In general there is not much concept of top liners, most people do not even know what role they play in making songs, so their understanding seems to be bound to be poor. The weight and influence of beatmakers and top liners are bound to vary from song to song, so it cannot be said what is more important. Therefore, it can be said that the proportion of planners coordinating this entire process has increased. It also means that it is not a song made by one person. Experience various demo samples of melodies with different topliners on the same beat and different topliners, and you'll probably feel it. For example, if other people, such as beatmakers or melody makers, have seen vocal directing, they may have different results than now. Now known as our work, 250 was a sensational composer even during their time of obscurity and had often provided songs to other idol teams before. However, it is different from our current results. This is because, of course, all works are bound to be influenced by the final decision maker's decision. The weight of my choices and decisions is considerable. Therefore, the expression 'picked' in the question is correct, but it is also wrong.

I'm the one who wants to break the formula. I wanted to break the fact that it is a K-pop success formula that some people claim with confidence. Although he became a producer and representative, his desire to work in an unbiased creative environment still remains. I hope various ideas will appear in the market. It was made by a former art director who was not interested in idols. Here are the implications.

In general, when something goes well, people like to analyze and estimate the reverse process over the results to why it went well. However, there are limitations because there is no choice but to analyze and infer based on the limited experience of an individual or specific group. In particular, the reality I have experienced and created is much different from the assumption of an unfamiliar third party. This is because each person has different ways of working and different attitude in life. All the positions I have been through, such as art directors, creative directors, and producers, are used in different meanings for each industry and individual. No hasty conclusions and inferences are always an illusion and a taboo. There's a good reason to feel new. It can be outdated to think about it by applying it to the previous framework while analyzing novelty. Changing the framework will change your mind. Producers cannot easily determine and define the secret of success in music. Nevertheless, if you are curious about my personal opinion, I think i can explain it like this. I think the harmony of vocals, which limits all the burdensome elements to attractive beats and melodies, was good to hear anytime, anywhere. There is a reason why I wanted to stick to the basics.

- I want to talk about the drama tights of the music video. Recently, there have been many cases of adding a specific worldview or narrative, but NewJeans does not seem to have a noticeable big stem. Was it intentionally to escape from the establishment of a "worldview" that K-pop industry has recently established? Did you want to have a different concept for each album?

= To put it bluntly, I am a person who has a lot of antipathy to the worldview that K-pop talks about. (laughs) NewJeans is a team that has no concept of the worldview that K-pop has talked about. However, some who have consistently seen our message can name our message a kind of worldview. As has been revealed repeatedly, the perception of the world view from such a perspective is welcome. I am curious and always pursue unexpected fun. NewJeans' recordings will shout the same context in different ways each time.

- NewJeans has seen an analysis that it is good because it is a group that is bound by the world "worldview" that the existing K-pop group has been obsessed with. Of course, there are stories and concepts in NewJeans, but it seemed to mean that it was good because the creator did not take the lead in creating artificial narratives and forcing symbols and interpretations. NewJeans seemed to be the result of creator Min Heejin's contemplation of "what is the concept for idols" and "how to create a story" while working the K-pop industry, but what answers did they give themselves and reflect them in the plan.

= Recently. they seems to be particularly sensitive to the topic of independent and leading idol groups. However, it is strange to draw such idol figures and at the same time welcome them to draw such idol figures and at the same time welcome them to the worldview as if they were characterized. It's not the opposite concept. In fact, I have not conducted a full survey on how useful the concept of "worldview" is in the K-pop idol scene (laughs), so there is a question as a person who has been in the industry for many years. I think that popularity as one factor. That is why I had no reason to 'embrace' the worldview like the expression of the question. NewJeans will be quick to throw he talking points that need to be thrown in the time and again and again. Just like we released a song called "Ditto" as feedback for our summer but album.

- I heard that you mentioned the image of "Deer on the Snowfield" in the music video of <Ditto>, what was your intention? Personally, "Stand By Me" and "Everything Heaven Has Allowed" came to mind.

= When I first heard the <Ditto> demo, the humming part in the intro was overwhelming. It's as if everything I want to say is expressed. There was an image that came to mind at once. The impression of a deer suddenly popping out on the white snow field and people facing the deer in an unexpected situation. It feels as if it was showing the relationship between consumers and NewJeans that popped out into the world one day. Free appearance in a wide space without people came to mind. It reminded me of a strange relationship that the desire to pursue harmless beauty unintentionally controls the object, which can lead to an irony that halves the charm, and I thought it was similar to the reality we face. I understand that unfamiliarity with objects that we have never experienced before can lead to various doubts and assumptions, but we wanted to reveal that to reveal that we are more valuable beings only when we are left free. And I thought that it would actually be what everyone really wanted. <Attention> <Hype Boy> <Hurt> <OMG> was collected in 2019, but <Ditto> was deliberately ordered as a winter song in 2022. Ironically, the song "Ditto" could be released thanks to the misunderstanding and unfamiliar experience of releasing the 1st EP. I wanted to end the misunderstanding with reconciliation. I want to wrap up the hot summer heat with the warm winter heat. So I decided to make a record that is especially like a gift.

- I heard that the director Shin Woo-suk has almost delegated full authority to create music videos, but is this the way other methods of working normally? If the part that is directly involved and the part that is left autonomously are distinguished, I wonder how it is divided.

= My way of working is all different depending on the situation I'm in. When I appeared in "You Quiz On The Block" last year, I happened to see director Shin Woo-suk of the Dolphin Kidnapping group while monitoring other cast members. I thought he was a similar type to me in the way he see the market or treats work. The fact that the entertainment industry has no fantasy, has strong self-belief, and works without boundaries. At the time, of course, I never expected to work together. While preparing for the "OMG" album, he wanted to make a completely different impression from the 1st EP. In order to do that, we needed a completely different concept from the previous music video. At that time, it was director Shin Woo-suk that suddenly came to mind. I wanted someone who had never filmed a K-pop music video. And it's necessary to think freely without being wary to work. When I met him, he was not interested in the idol scene at all and his unusual attitude toward work made me look forward to new work. Director Shin Woo-suk's question at the first meeting after confirming the work was also impressive. He said he wanted to know about NewJeans long-term plan and its future direction. I think we need to know the overall direction so that we can organize what we can talk about now. The question gave me great relief. I can't help but be glad if other person asks me what I think is important. The way I worked and the way I thought was similar. This is also a person who can do A to Z on his own. I know better than anyone else that this type of people don't need interference. Above all, I ddin't want to touch it because I wanted something new that exceeded my expectations. That's why I claimed to be the assistant director. He said he would do as much as possible to support the director in all directions in terms of clothes and other filming conditions. Based n the purpose and justification of working, I briefed on the reality of the idol industry, the future direction of NewJeans, and what I wanted to deliver with this album based on long-term plans. And we shared a comprehensive opinion on it. What we discussed for a long time was not just a concept or a narrative. The story of deer is also what I said at this time. All you have to do is understand the 'reason' for why I made this impression You don't have to dwell on look and feel. I don't want to hurt the director's idea,' he explained. The "reason" of the impression felt by the producer, not for specific order, can be a concept and inspiration. I think both <Ditto> and <OMG> music videos were done really well by director Shin Woo-suk. <Ditto> a tone that everyone could like, so I hoped <OMG> would be very unique. It was up to expectations. I remember being surprised when I saw the first synop of <OMG>. He understood and melted the direction of idol industry's paradox and NewJeans.

The choreography can be solved attractively with a choreography video. Since I know that it is important to enjoy watching, I also produced various dance music videos. The official music video should be able to convey another value with even greater implications. I want to let you know that it's worth more than the number of views. It's a conscience I want to protect because I work with young members.

- I wonder what Min Heejin's leadership will look like as a leader, such as how to present directions as a leader, listening to the opinions of the people she works with, and catching a big pictures as a representative.

= Explain the ultimate direction and purpose pursued before working, with all the staff. And I tend to explain the plan and design in some detail. Because I have a clear blueprint for what I want to do. The same was true of members of NewJeans. Ultimately, I first elaborate on what I'm going to do, what I want to say, and why this is important to us. In a way, it is much more important than explaining the detailed concept or story. It's a good first step. One of my main roles is to inspire and draw, and to drive the rudder so that they can be revealed as intended.

For example, I have explained the direction of the desired choreography, that is, the demand for non-typical freestyle beyond the existing idol group dance, even before the formation of the team. Kim Eun-joo, the director of outdoor performance, accurately sympathized with my direction, understood it, and solved it well. <Hype Boy> is a case in which a complete revision was made after receiving the first choreography draft. I explained the style I wanted again and asked again. I, not a choreographer, cannot ask for specific movements or make detailed movements. I just try my best to explain the feeling and direction I want. But I really liked the choreography that has been revised like that. It was a big challenge. I think that's how we worked together. Since then, <Cookie> and <OMG> are choreography that were approved at once without modification. People who are originally good at it do well in their own if they set the direction well and pat them. Choi Yumi, an outdoor stylist, is also that type. It's easy because the consensus on direction is consistent and I understand what I want. I think I wanted to make my own label because I wanted to work comfortably. You can work well only when you feel comfortable. It is comfortable to work happily with people who understand the direction well. I tried to find and choose people who could do that in music, video, management, and all fields. In order for this to be realized,  the premise that there should be no problem withe the vision and direction I set first is an essential requirement. Only then can I confidently insist on "following me." It is a prerequisite that my thoughts should stand up upright. There are times when micro-managing is necessary and times when it is not. This means that there is or is not a good thing. In fact, micro-managing is often essential to achieve detailed sum in practice. In order to bring out the best, sometimes you have to explain and give directions in great detail. In this case, the opponent's mood is also important, so it requires considerable skill. As always, there seems to be no fixed answer to good reading. This is because each person's personality are different. I have no choice but to flexibly change my appearance depending on the target and situation to match the sum. Good results do not come easily. Director Shin Dong-gle, who directed the music videos of <Hype Boy> and <Cookie>, gave me the expression "mothership" at the time of work. It sounded like comfort.


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