NewJeans reported to have sought a direct ambassadorship deal for Omega, inciting turmoil and legal disputes within the industry

On December 17, Omega announced Danielle Marsh of NewJeans as its new global ambassador, omitting any mention of her agency, ADOR, a HYBE subsidiary. This followed NewJeans' unilateral termination of their contract with ADOR.

Korean media Nate News reported that the deal, made without agency involvement, has sparked legal disputes. Concerns have arisen about potential violations of exclusive agreements and financial damages, causing turmoil in the advertising industry.

Notwithstanding the current legal contention regarding their exclusive deal with ADOR, New Jeans has reportedly engaged in high-risk initiatives, including the establishment of independent social media profiles and the pursuit of direct advertising partnerships.

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NewJeans reportedly landed a bilateral deal with watch company with the assistance of ADOR's manager

As reported by Ten Asia, the girl group has lately indicated their desire to enter into a direct bilateral deal with a major luxury watch company via ADOR's manager, referred to as A.

Manager A allegedly reached out to the advertiser personally to talk about the terms. NewJeans also sought to engage another premium brand via another former ADOR manager, referred to as B.

At a November 28 press conference, the K-pop group stated they would honor existing agreements to minimize losses for advertisers after ending their contract with ADOR. However, new contract negotiations following the termination have weakened their legal standing.

Reportedly, the industry experts have highlighted the inconsistency of employing ADOR personnel to negotiate new agreements while claiming that their contract with the agency has concluded.

In light of these developments, ADOR has promptly placed Manager A on standby and notified the watch business and other brands that entering into dual-party contracts with the girl group, bypassing ADOR, would contravene their exclusive agreement.

This scenario has further disturbed the advertising business, as brands apprehend probable litigation from ADOR if they agree to the girl group’s requests.

The Ministry of Culture, Sports and Tourism mandates that all entertainment events be executed only through the agency as per the standard contract. Artists are unable to negotiate contracts autonomously without agency consent, and third parties implicated in contract violations may incur legal responsibility.

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NewJeans released their inaugural photoshoot directed by Min Hee-jin after their separation from ADOR

On December 18, 2024, the girl group unveiled their inaugural photos via their new Instagram account, @jeanzforfree, which came following the termination of their contracts with ADOR. As per the credits of the latest Vogue Korea New Year photoshoot, their shoot was directed by the former ADOR CEO, Min Hee-jin.

The five members exhibited a combination of sophisticated hanbok and fashionable contemporary attire, emphasizing their varied allure. The use of their own names — Minji, Hanni, Danielle, Haerin, and Hyein — rather than the group name NewJeans garnered significant notice.

For those unaware, the girl group ended their contract effective November 29 following the announcement on November 28 during an emergency press briefing.