Understanding the Relationship Between NewJeans and ADOR: Reasons ADOR Did Not Fully Suspend NewJeans’ Activities

On January 13, ADOR initiated legal actions aimed at its own artists, announcing, “Last week, we filed an injunction at the Seoul Central District Court against the members of NewJeans for ‘Preservation of Management Agency Status and Prohibition of Independent Advertising Contracts’.” This move follows the conclusion of NewJeans’ recent promotional activities, leading to speculation within the industry about potential legal clashes between ADOR and the rising stars of K-pop.

According to ADOR, the purpose of the injunction is twofold: to affirm ADOR’s role as the artists’ management agency and to restrict NewJeans members from entering into advertising deals or promotional ventures independently until the court reaches a verdict regarding the validity of their exclusive contract, currently scheduled for trial in December 2024.

The situation was anticipated following the conclusion of NewJeans’ engagements after the Golden Disc Awards on January 4, 2025. Rumors of impending legal actions started circulating within the music industry, fueled by discussions among HYBE executives about potential injunction measures during interactions with media representatives.

The forthcoming court hearing is expected to make a significant impact on NewJeans’ capacity to act autonomously. Although the dispute regarding the contract’s exclusivity could extend over a year or two, the injunction’s resolution typically occurs within a matter of months—approximately 2 to 3 months.

A ruling in favor of ADOR’s injunction would immediately restrict NewJeans from pursuing any independent ventures. In contrast, should the court dismiss the injunction, NewJeans would be free to continue their activities unimpeded.

Interestingly, ADOR has not sought to completely halt NewJeans’ activities; instead, the focus is squarely on prohibiting independent advertising contracts. Despite the ongoing legal tension, NewJeans continues to enjoy prominence in the industry. They ranked first among singers under 30 in the recent Gallup poll and secured the top position in the 2025 Korea First Brand Awards’ advertising category, underscoring their robust influence in the advertising sector. ADOR has even acknowledged receiving numerous advertising and event proposals for the group.

By concentrating on blocking advertising contracts, ADOR seems to be strategically targeting the financial aspects of NewJeans’ independent operations, aiming to maneuver the group back under its management.

The core of this legal conflict revolves around maintaining ADOR’s authoritative position as NewJeans’ management agency. While the ultimate resolution regarding agency status will be addressed in the main lawsuit, the immediate question for the court is who possesses the authority to negotiate advertising contracts in the interim.

Should the court side with ADOR, the agency’s strategy will be deemed a success. Conversely, a dismissal may have unintended repercussions for ADOR.

Following their schedules in Japan in early December, NewJeans transitioned away from ADOR’s accommodations and have since approached their relationship with the agency as a partnership focused solely on fulfilling outstanding contractual commitments. Reports indicate that NewJeans members now commute individually to ADOR’s office for required duties and leave separately after their engagements.

In this context, ADOR has reportedly increased surveillance efforts. There are claims that HYBE staff have been deployed to monitor the previously occupied living spaces of NewJeans, intensifying oversight as many performance coordinators and managers associated with the group have departed from ADOR.

This escalating tension between the two parties suggests that the court’s ruling will significantly influence the future trajectories of both NewJeans and ADOR.

Initially, NewJeans had planned a succession of events, including a domestic fan concert following their Japan tour, alongside a world tour and new album release slated for early 2025. However, these plans have encountered setbacks due to the ongoing agency dispute, leaving their schedule for the year in limbo. ADOR claims to have activities for NewJeans already in the pipeline, such as a full-length album and fan meet-ups, expressing a desire for open dialogue with the group members.

As spring approaches, it remains to be seen how NewJeans’ career will unfold. Whether they carve out an independent path or if ADOR will reclaim full authority over their activities is a matter that will soon be revealed, aligning with the blossoming of cherry blossoms.

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