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NewJeans Change The K-Pop Paradigm

Group NewJeans is changing the K-pop paradigm. With a new approach that breaks away from the formalized idol formula, K-pop has also emerged as the main character of the change.
The popularity of NewJeans is no coincidence. Min Heejin, CEO of ADOR, who has been working as a K-pop visual and art director for the past 20 years, produced NewJeans.
Having shown a unique and sophisticated aesthetic for 20 years by introducing sensuous visual directing and innovative branding to K-pop, she established an independent label, ADOr, leading the group's launch from member composition to song collection to album production and promotion.
The fact that a person, not a music producer, composer, or professional manager, is in itself an innovative attempt that was not existing in K-pop scene.
Wearing "Min Heejin sensibility," NewJeans was highly anticipated among idol music fans as a "Min Heejin girl group" even before their debut. The bold promotion method of unrivaled content reflecting Min Heejin's attractive aesthetic and pre-release of music videos without pre-teasing has attracted great curiosity and response from the public and fans.
Min Heejin found her identity in music. The music itself tried to reveal the harmless and fresh naturalness of the members who debuted as teenagers.
The force of the performance, which is close to natural movements, not the forced high notes, natural and sophisticated music without rap parts, and the sharp group dance, was effective. A strategy faithful to the basics, conversely, become a reversal of the existing method, giving freshness.
In addition, unlike existing idols who put forward a worldview, NewJeans tried to eliminate the gap between the stage and daily appearance. This can also be seen from the members'comfortable communication with fans in Phoning, a communication app dedicated to NewJeans.
The members of NewJeans are approaching fans as they are, out the formal framework, by freely sharing personal stories and sometimes sending typo messages as they are.
Holding an pop-up store was a new approach to the debut promotion. It may be a reckless attempt for a rookie, but the content that can only be experienced in pop-ups has created an opportunity for the public to easily access and understand the news.
At that time, the pop-up store was a new approach to the debut promotion. It may be a reckless attempt for a rookie, but the content that can only be experienced in pop-up has created an opportunity for the public to easily access and understand the news.
At that time, the pop-up store set up an experience zone where you can listen to personal recorded version of "Hurt," a song from their debut album, with an analog-style sincerity that people in their teens and 20s have never experience that reminds older generations of nostalgia.

All the contents of NewJeans, which started from Min Heejin's planning, consistently reflect the keywords of new attempts and naturalness, showing a connected "determination." This is why the public naturally fell in love with NewJeans' "Min Heejin emotions."
An industry official said, "The quality of the entire NewJeans album is consistently high. This is the point that met the public's expectation," he said, adding, "I think it is the only example that shows that a new form of K-pop can be created when one person brands a group."
NewJeans' new approach, which shook the K-pop market, proves an unusual achievement. It has topped the weekly charts for nine consecutive weeks on major music sites in Korea, ranked first to third for five consecutive weeks, charting in the U.S. Billboard Hot 100 for five consecutive weeks, and its debut album "New Jeans" and single "OMG" have surpassed 1 million copies. All of this is the result of NewJeans, a rookie in their seventh month of debut.
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