Min Hee Jin has recently made allegations that LE SSERAFIM stole a luxury brand deal from NewJeans.
On March 17, 2024, ADOR disclosed the email they had sent to HYBE Labels addressing their concerns with LE SSERAFIM and ILLIT in relation to their artist, NewJeans. In the email, they recounted the details of how this situation unfolded.
In the email, ADOR acknowledges that HYBE’s business operations did not meet business expectations on multiple occasions. They also inform that NewJeans has received numerous love calls and advertising proposals from various brands since their debut.
Despite the potential success, NewJeans was unable to secure partnerships with multiple brands. This was largely due to conflicts with advertisers and brands, which were brought to light by HYBE’s Brand Synergy Business Team.
Whenever such situations occurred, ADOR addressed the issue internally. Despite this, HYBE showed no signs of improvement, and the matter was only resolved when an incident of defamation occurred.
The conflict of interest arose when HYBE began pursuing a contract for LE SSERAFIM with a luxury brand. However, it was discovered that the luxury brand was already in talks with NewJeans. According to Min Hee Jin, the Brand Synergy Business Team allegedly shared false information about ADOR’s contract with the brand.
HYBE’s Brand Synergy Business Team was accused by ADOR of showing favoritism towards a particular artist, stating that all labels should be treated impartially. However, it was not until instances of favoritism were brought to light that they acknowledged ADOR’s concerns and reimbursed the agency for three months’ worth of fees.
ADOR explained the challenges they faced during the cancellation of the contract. Despite paying a commission similar to an external business, it was complicated because ADOR and HYBE are both part of the same corporation and joint venture. After the cancellation, rumors started circulating within the label, portraying ADOR as a difficult company to collaborate with.
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Although not officially confirmed, it is widely believed that the luxury brand mentioned in the email is none other than the renowned French fashion house, Louis Vuitton. Presently, LE SSERAFIM serves as the global brand ambassador for the company.
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