HYBE: The Impact of Kpop’s Dominance and Criticism Towards Korea’s Leading Entertainment Company

A top girl group is at risk of being “erased.”

In a historic turn within Kpop’s extensive 30-year journey, an internal power struggle is jeopardizing the entertainment landscape. In April 2024, HYBE instigated tensions with its subsidiary label ADOR by accusing Min Hee-jin, the mastermind behind NewJeans, of attempting to “seize management control.” This led to a public audit of ADOR’s management and a call for her resignation.

The dynamics shifted when Min Hee-jin held a press conference, accusing HYBE of “intellectual property theft” and plagiarism, alleging that NewJeans was being used to develop a new group, ILLIT. She also detailed several injustices from her tenure under Bang Si-hyuk, leading to a court ruling in her favor.

Consequently, HYBE was barred from dismissing Min Hee-jin from her CEO role until her term concluded; despite this, the company proceeded to replace her with a new CEO for ADOR by late August.

Min Hee-jin’s removal created uncertainty within NewJeans, prompting three of the five members to voice their concerns to fans. On September 8th, during the 2024 The Fact Music Awards, NewJeans expressed gratitude towards Min Hee-jin while pointedly ignoring the new CEO of ADOR, signaling their support for her. The families of NewJeans’ members have also shown unwavering backing for Min Hee-jin throughout this upheaval.

This turmoil raises alarming prospects for NewJeans, suggesting they may be “erased” amidst the ongoing power struggle within HYBE. The group appears to be caught in a relentless tug-of-war, with damaging information released by HYBE, cornering them further.

NewJeans missed two significant HYBE events this year, including Weverse Con 2024 and a Grammy collaboration exhibition. On September 2nd, the new ADOR CEO deleted all videos from Ban Hee Soo’s YouTube channel, which had featured content related to the “concept world” of NewJeans. Moreover, Shin Woo-seok, director of their popular music videos, faced a ban from accessing behind-the-scenes footage.

Initially, HYBE intended for NewJeans to cease all activities for 1 year and 6 months. Also, pre-debut information, videos, and images linked to NewJeans were leaked, raising significant privacy concerns. Fans believe that NewJeans is being isolated by its parent company, risking a long-term activity freeze.

Following their Japanese debut with the double single “Supernatural,” NewJeans intended to release a full album and commence their first world tour. Still, the uncertainty surrounding their future production, with Min Hee-jin no longer involved, looms large.

HYBE Continues to Spark Outrage

HYBE, which evolved from Big Hit and achieved global acclaim through BTS, has maintained a significant presence in recent years. The conglomerate has enhanced its market influence by acquiring multiple entertainment firms and amplifying its reach in the US. HYBE now stands atop the revenue rankings, surpassing the BIG 3 – SM, JYP, and YG –due mainly to its successful roster, led by BTS. In less than five years, it has emerged as South Korea’s largest entertainment company.

However, HYBE’s fortunes are in jeopardy. The onset of BTS’s military service hiatus has highlighted challenges for the conglomerate. Current insights reveal that 2024 is proving to be a particularly arduous year for this entertainment giant. The conflict with Min Hee-jin has unveiled a series of troubling tendencies at HYBE, including grievances from other artist fandoms. In just the first week of September, four separate controversies reignited fan unrest across various groups.

Firstly, ENHYPEN has faced severe backlash over its rigorous tour schedule. Announced on September 1st by BELIFT LAB, ENHYPEN’s world tour “Walk The Line” is slated to begin on October 5th, 2024, merely a month after wrapping their “Fate” tour. Consequently, for over a year, the group has remained entrenched in a cycle of tours without a reprieve.

This relentless pace has raised concerns about the members’ health and well-being, leading fans to initiate a campaign advocating for better treatment. Many have even called for a boycott of their concerts, reflecting deep-rooted frustrations with HYBE.

Fans have taken to social media, demanding equitable treatment for ENHYPEN, marking their dissatisfaction with the management. While the momentum stems from concern, the consequences of such protests can be disproportionate, impacting the artists themselves.

Additionally, SEVENTEEN, Pledis’ renowned boy group, grapples with a congested year-end tour across the US and Japan. As military enlistments draw near for certain members, scheduling has grown increasingly urgent. A second comeback for SEVENTEEN this year, featuring the 12th mini-album is confirmed to release in October.

Despite the impending comeback, information on the new album is still under wraps. Meanwhile, in early September, Pledis rolled out collectible cards from the previous project “17 Is Right Here,” intensifying frustration among fans who feel exploited.

On September 5th, HYBE stirred anger among BTS fans as several fancams of member V were subject to copyright claims, leading to their removal from YouTube. Given the multitude of views accrued by V’s fancams, many proponents of BTS expressed outrage over the loss of influential fan-made content.

Despite HYBE’s lead in entertainment revenue, its stock value has plummeted, driven down by scandals and controversies. Fans have mockingly pointed out that HYBE’s financial downturn has led them to capitalize on copyright claims for additional revenue.

Moreover, HYBE frequently receives backlash for inadequate artist management, with recurring injuries plaguing group members, especially during hectic schedules and inadequate security at public events leading to dangerous situations.

Dubbed the “Destroyer of Kpop”

Although HYBE professes “We believe in music,” this sentiment has become increasingly ironic as the company’s actions have come under scrutiny. Bang Si-hyuk, the chairman and self-proclaimed “father” of BTS, appears to prioritize profit over artistry, drawing derision from netizens who argue the true motto of HYBE should be “We believe in money.”

Bang Si-hyuk has faced the label of the “Destroyer of Kpop,” as HYBE’s questionable trends, including the production of “fast food music” (sub-three-minute songs), have drawn intense backlash. In a documentary concerning the multinational girl group KATSEYE, HYBE’s chairman incited further criticism with comments dismissing talent in favor of marketable characteristics, highlighting why many of HYBE’s acts, particularly girl groups, struggle with performance proficiency.

The lackluster skills of groups like LE SSERAFIM and NewJeans have been especially scrutinized, with LE SSERAFIM’s disastrous live Coachella performance leading to severe reputation damage. The group has struggled to regain favor, facing the label of “national embarrassment” within Korea, all resulting from poor management.

The conflict with Min Hee-jin also revealed allegations of plagiarism directed at HYBE, specifically related to ILLIT being viewed as a second-rate copy of NewJeans. Moreover, NewJeans has been implicated in controversies over similarities to the Mexican group, Jeans.

There’s ample evidence pointing to numerous instances of HYBE drawing inspiration from existing concepts, which has contributed to a deteriorating public image. The company is increasingly seen as promoting mediocrity in its talent pool while engaging in unethical practices.

HYBE has also been criticized as a “water-pumping company,” accused of exaggerating the achievements of its artists. An example highlighted is the rookie boy group TWS who, despite debuting with little acclaim and remaining relatively obscure, have their song “Plot Twist” touted as a strong contender for year-end accolades based on unjustified digital chart rankings.

When their debut song was released, Kpop fans quickly recognized irregularities in the chart performance, leading to accusations of manipulation.

Chasing transient profits has embroiled HYBE in a web of toxicity and upheaval, leading to a shrinking fanbase and declining revenues amid an era of BTS inactivity and an increasing public aversion to scandals. With the moniker “Destroyer of Kpop,” HYBE must confront the reality of undermining the legacy built by BTS and Big Hit in its drive for profit.

Source: K14