HYBE Evaluates Rival Idols’ Successes and Develops Content Strategy Ahead of aespa’s Comeback

An internal document from HYBE, titled the “Music Industry Report,” is making headlines across the music scene.

This significant report was unveiled during an extensive audit conducted by South Korea’s National Assembly’s Culture, Sports, and Tourism Committee on the 24th.

Acquired further after its initial reveal, the report contains assessments not only of idols represented by HYBE but also from various other entertainment companies, featuring candid critiques of their visuals. It touches on concerns related to privacy, public sentiment from online platforms, and strategic marketing techniques that have gone viral.

This weekly report was circulated via email by Mr. A, the current editor-in-chief at Weverse Magazine—a publication under HYBE’s subsidiary, Weverse Company—who also has a background as a music critic. The recipients included Chairman Bang Si-hyuk along with other executives of HYBE.

The “Music Industry Report” reveals insights about idols from numerous entertainment labels, including industry giants such as SM Entertainment, YG Entertainment, and JYP Entertainment, as well as Cube Entertainment and Starship Entertainment.

A spokesperson for HYBE confirmed that the document had not been altered and indicated that the most contentious aspect was the evaluations of idols’ looks.

In reference to an idol from a smaller company, the report noted, “No one pays attention to this idol’s features; their performances resemble those of a middle school talent show,” and further remarked, “The other group members are notably less attractive. The reasons for their lack of success are apparent.”

About another idol who appeared on a variety show, the report stated, “The combination of unattractiveness is simply overwhelming.”

Concerning the debut of a new girl group from SM Entertainment, the report observed, “Surprisingly, none of them are visually appealing,” comparing them unfavorably to YG Entertainment’s group, questioning, “Is SM’s training process inferior?” The report noted, “When group ○○○ debuted, their looks were also shocking—perhaps SM’s aesthetic standards have fundamentally shifted.”

Regarding a former idol from JYP Entertainment, the report stated, “They have undergone so much cosmetic surgery that they’re hardly recognizable, and the toll from a mentally distressing environment is visibly impacting their appearance and appeal.”

These findings were also discussed in the National Assembly audit on the 24th, where Representative Min Hyung-bae from the Democratic Party expressed concern, stating, “This poses a problem as it involves minors,” and remarked that the report showcases dehumanizing views towards idols. Minister Yoo In-chon from the Ministry of Culture, Sports, and Tourism acknowledged, “I believe the language used is quite excessive.”

The report went further to highlight not only privacy issues associated with idols but also suggested a lack of talent among various artists across different agencies.

Examining YG Entertainment’s group ○○○○’s North American tour, the report noted, “Coachella was the launchpad for their success, and it seems they are planning a similar tactic for Europe,” adding, “There were allegations of manipulated votes for the ○○○ (awards), with the majority of these votes favoring ○○○○, likely due to their overseas fanbase’s influence.”

The document also referenced changes within SM Entertainment concerning member ○○ from group ○○○, mentioning, “There appears to be a recent shift, possibly tied to increased oversight or alterations in their accountability mechanism. SM, known for its ‘ignore’ approach, seems to have recognized that this can’t continue. Feedback on ○○ has turned particularly negative lately, though ○○ made a timely anonymous donation of 10 million won to an animal shelter.”

In regard to this donation, the report commented, “The choice of donation to an animal charity, particularly in a manner conducive to Twitter interactions, and the exact sum of 10 million won raises eyebrows. It appears they aimed to respond quickly to Twitter challenges, indicating a possible strategic pivot.”

Additionally, on a member of ○○○ appearing on a variety program, the report noted, “After grocery shopping, they prepared a haphazard fruit salad. Such staged efforts come across as absurd,” further elaborating, “During a makeup session, a staff member unexpectedly brought up the shelter donation, emphasizing a rather cheesy backstory.” Another member, ○○, was mentioned for generating rumors by being “constantly on their phone” during a broadcast.

The report was critical of Cube Entertainment’s group (○○)○○○, stating, “The members were encouraged to create vertical tattoos on their faces reminiscent of Chillin Homie, and even the company requested them to take photocard images in that state,” adding that the group’s potential lies in the determination of ○○○ and its members, but the company still seems unaware of their direction.

It also addressed the group’s music track ○○, mentioning, “While the song garnered significant attention, internal strife continues to linger unresolved, much like a thorn in an ongoing crisis. ○○○ hasn’t miraculously sorted out their contradictions with this release either.”

Concerning a choreography video for a performance featuring 16 members from a less prominent agency group ○○○○○, the report remarked, “At one stage, they veered away from exploring their signature ‘original Gangbuk ○○○ (HYBE group)’ aesthetic towards a dated Japanese idol style. The dance sequences promoted during their international tour felt uncoordinated, and their aesthetics, grooming, and rehearsal quality fall short of even a college club standard.”

For Starship Entertainment’s group ○○○, the report observed, “As their popularity has surged abruptly, skepticism regarding the team’s standing has increased, with various parties attempting to cultivate a negative portrayal of ○○○ (member name).”

The report also examined online trends regarding HYBE’s idols and pinpointed key factors in their viral marketing, primarily revolving around their own groups.

Moreover, concerning a romance rumor surrounding a member of a HYBE group, the report suggested a strategy: “Since the member’s role is pivotal to the group’s worth, the prevailing sentiment is not extreme enough to demand ○○○ (member name) be ousted. However, as the incident evidently burdens the fandom, a form of ‘turning point’ is crucial for fans to find closure.”

The document further detailed online community backlash related to re-contracting matters within a HYBE group, stating, “The fanbase is currently grappling with various unresolved internal conflicts, and since they cannot confront the core issues within the group, their frustrations are being directed toward the management.”

Source: Daum

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