The new video from BELIFT Lab addressing claims made by ADOR CEO Min Hee Jin about ILLIT has sparked backlash for sexualizing NewJeans.
On June 10, 2024, BELIFT Lab released a video titled “BELIFT Lab’s official response to accusations of plagiarism”on their YouTube channel. In the video, the co-CEOs of BELIFT Lab addressed and denied claims of plagiarizing NewJeans for ILLIT’s debut.
The video drew comparisons between NewJeans and other girl groups and artists. It also argued that accusations of ILLIT imitating NewJeans implied that ILLIT had also plagiarized from past groups. The co-CEOs stated that NewJeans had drawn inspiration from other girl groups and international artists for their choreography and overall concept.
The video also featured ILLIT’s choreographer, who asserted that the group’s dances were not copied from NewJeans. The steps preceding and following the questioned moves serve as evidence of this. Additionally, it was pointed out that NewJeans had incorporated dance moves from other groups’ choreographies.
BELIFT Lab raised the question of whether NewJeans’s concept and dances bore any resemblance to those of other groups. They clarified that they do not believe NewJeans copied anyone and asserted that ILLIT should also be given the same consideration.
Despite the backlash, many believed that the video was a strange approach to dealing with the situation, while others thought it was an attempt to discredit NewJeans and other related groups.
Despite this, the company is facing increasing criticism for allegedly objectifying NewJeans in their video.
During a segment of the video, a branding book is visible, with a page listing three girl groups and their concepts. BLACKPINK was referred to as “untouchable perfect celebrities,”while IVE was described as “undeniably doll-like and princess-like, the object of envy.”
Despite two of its members being under the age of 18 and all members being below the age of 20, NewJeans was still described as “Teenagers who are the subject of adults’ fantasies.”This characterization has caused significant criticism for the girl group, as it is seen as sexualizing them.
Belift just sexualized NewJeans to describe their concept to protect ILLIT in their claims against plagiarism even though the court found grounds to each allegation…”Even as teenagers, they’re the object of adult fantasy romance” ? ?? pic.twitter.com/v67ZU05VkY
— nil 𝜗𝜚 (@newjiram) June 10, 2024
so belift is saying illit is NOT newjeans because “newjeans although teenagers, are the object of romance in the imagination of adults” what the hell is wrong with this company?SUE THEM @alldoorsoneroom pic.twitter.com/ZHrk7J0JVo
— HURT SOTY 𓃹 (@hurtsaz) June 10, 2024
There is a growing outcry for the company to issue an apology to NewJeans, with many referring to the co-CEOs as creeps for approving the use of such a description. Some are even suggesting that ADOR should take legal action against BELIFT Lab for making such a defamatory statement.
these fucking creepsBELIFT APOLOGISE TO NEWJEANS#ADORPROTECTNEWJEANS pic.twitter.com/RDi8dvh8Q4
— ស (@hyegums) June 10, 2024
in no capacity is it ever acceptable for a whole company to describe newjeans as an object for adult fantasy, that’s need to be reprimanded for it. BELIFT APOLOGIZE TO NEWJEANS#ADORPROTECTNEWJEANS
— Odessa ꕤ ★ °✩⋆˙ (@hyeindolls) June 10, 2024
Thanks to ADOR CEO Min Hee Jin, NewJeans has made history in record time.
Currently, there have been no statements released by either BELIFT Lab or ADOR regarding the matter.
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