I wondered, “Hasn’t the concept of ‘public appeal’ that we commonly talk about also been repeatedly crammed into us?” As someone working in the industry, seeing everyone aiming for a similar style in order to guarantee success was disheartening. It was taken for granted, so I felt a bit rebellious and wanted to break that formula.
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NewJeans’ music is said to “not be like K-pop.” I felt like I had been tacitly forced to follow the formula of how to produce K-pop hits. Since I’m not a composer, we won’t be able to define ADOR’s music as just one style.
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I had a sense of mission, so most of all, I needed an environment that was free from external intervention. So I had a thirst, wanting to create an album that consists of the exact music I want. Usually, the visual and musical sectors are separated, and I’ve been working in an environment like that for over a decade. What’s it like to work as a producer? The reason I wanted a label of my own was solely for the musical aspect My label being independent was the only condition I had. Min was the art director behind the boy band's popular school uniform look. Even if you can’t exactly put your finger on it, something that makes you feel complex feelings yet attracts you is what makes a truly great concept.Įxo in 2013. So it’s foolish to focus only on visualizing In my opinion, a good concept isn’t something that can be defined just by one factor. But today, there are so many media outlets and such an overflow of visualization techniques, which also means that nothing feels new to the public. People tend to think of the concept as something mostly, or even strictly, visual. What do you mean by “the music is the concept”? People who were waiting for my work were mostly people who had expectations for the concept. So I expected to create a buzz voluntarily among viewers. The strategy was to make the fans keep “studying.” I think for a rookie with no fan base to garner interest in the beginning, securing a fandom in a short period of time is key. NewJeans We styled each member drastically different in each music video to intentionally make it confusing so that people would re-watch all four videos to figure out who’s who. As chief brand officer, Min established her label ADOR, which stands for “all doors one room.” NewJeans is the first act to come from the new agency. In 2019, she joined HYBE, the powerhouse behind BTS. She was the creative mind behind the colorful skinny jeans trend sparked by Girls’ Generation’s megahit “Gee” (2009), the school uniform look of boy band Exo in “Growl” (2013) and the dimensional concept of Red Velvet that established a new unique feminine image for K-pop girl groups. When introducing this highly-anticipated launch, one phrase sufficed - “Min Hee-jin’s girl group.” Known as a “genius creative director” in K-pop with a two-decade career, Min has impressive names in her portfolio: star groups Girls’ Generation, SHINee, Exo, f(x) and Red Velvet, for which she was the art director under SM Entertainment. Min Hee-jin, creative director and CEO of ADOR, which recently launched girl group NewJeans NewJeans entered the K-pop scene on July 22 and quickly became one of the most-talked-about girl groups.
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