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At the 39th Golden Disc Awards on January 4, 2025, K-pop sensation NewJeans delivered a poignant performance of their hit song How Sweet, which earned them the prestigious Best Digital Song (Bonsang) award. The event was marked by an emotional group hug, leading fans to speculate about the group's future amidst ongoing contractual disputes with their agency, ADOR.
The discord between NewJeans and ADOR became public in November 2024. The group expressed dissatisfaction following the resignation of ADOR's former CEO, Min Hee-jin, citing unmet contractual obligations and a lack of protection. On November 28, 2024, the group announced their intention to terminate their exclusive contracts with ADOR, formalizing the termination the following day.
Meanwhile, the group's emotional embrace at the Golden Disc Awards led fans to speculate whether this appearance marks their final activity under ADOR. Social media platforms were abuzz with expressions of support and concern.
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The uncertainty surrounding the group's future intensified fan engagement, with discussions focusing on potential outcomes of the legal dispute and the possibility of rebranding. One fan wrote on X:
"When they got off the stage, they hugged each other, it seemed like someone was crying, is this really their last activity as NewJeans?"
Fans also discussed the rookie girl group's future status on social media.
"I’m sooo excited for the girls to finally start fresh. This might be their final performance as 'newjeans' but it marks the beginning of a new chapter," one fan wrote.
"Good job girls will wait for your next comeback! Cooler and stronger JeanZ!" another fan said.
"This is newjeans last performance with hybe and ador this would be their last performance for a while. I really can’t wait for their future together," one other fan added.
Others expressed their excitement and support for the group to re-debut under a new name and company.
"Now we sit and wait for the good news," a fan commented.
"God, please take away all their pain and stress and give them to FRAUDOR and BSH," another fan stated.
"I bawled my eyes out btw," one other fan shared.
More about NewJeans' wish to use the group name and trademark & contract dispute with ADOR
In response to the girl group's decision to depart, ADOR contested the validity of the termination, asserting that the contracts remained legally binding until 2029. The record label filed a lawsuit with the Seoul Central District Court on December 3, 2024, to confirm the contracts' validity, emphasizing that unilateral termination without just cause was not permissible.
Despite the contract termination, NewJeans expressed their intention to continue using their group name. ADOR, however, holds the trademark rights to the name "NewJeans" and has indicated that the group may be prohibited from using it if they proceed independently. This trademark dispute complicates the ongoing legal battle between the group and the agency.
On December 14, 2024, News18 reported that the Korea Music Content Association (KMCA) expressed concern over the situation, warning NewJeans to act prudently and consider the broader implications of their actions on the K-pop industry.
The KMCA emphasized the importance of adhering to contractual agreements to maintain industry stability and protect the interests of all stakeholders.
The contractual feud had immediate repercussions on the Attention girl group's commercial partnerships. On December 15, 2024, News18 reported that Shinhan Financial Group, a major South Korean financial institution, decided not to renew its advertising contract with the group.
This decision underscores the potential financial and reputational risks associated with the dispute.
The unfolding legal battle with ADOR will likely significantly affect their career trajectory and the broader K-pop industry. Stakeholders and fans alike keenly observe the developments, hoping for a resolution that honors the group's artistic contributions and ensures fair treatment within the entertainment sector.
