In recent days, Japanese media has continuously reported on Min Hee Jin - CEO of ADOR - the person who created the success of the girl group NewJeans.
For example, Real Sound (Japan's leading music magazine) highly appreciated Min Hee Jin when she helped SHINee, f(x), EXO, Red Velvet... become famous groups as a creative director while working at SM Entertainment.
Real Sound believes that the female CEO has changed the trend of Kpop music through the production of girl group NewJeans.
That's why, even though they haven't debuted in Japan, NewJeans has already made a splash in this country, even winning awards at prestigious events such as the TBS Japan Record Awards, performing at NHK's year-end music festival...
At the same time, the group also attracted attention when it entered the Billboard Hot 100 chart without extensive promotion abroad...
Explaining this success, Min Hee Jin said that she considered NewJeans a turning point in the Kpop trend and emphasized the importance of integration between production and management in the entertainment business.
The female CEO rejected the idea of comparing individual elements such as style, music, members and marketing activities separately, when the above aspects are all related.
Min Hee Jin believes that choosing the five members of NewJeans (Minji, Hanni, Danielle, Haerin and Hyein), each with their own unique personalities, was intended to avoid redundant positions or images, promoting a supportive environment where individuality is respected.
In addition, according to her, a positive attitude and a desire to learn are the strengths of the group: “Of course, not everything can be perfect, and there are failures along the way, but the members are young, bright and talented. With each project, we are taking a new learning path.”
Thanks to Min Hee Jin's different approach - focusing on overall trends, relying on intuition rather than market research to create success for NewJeans - the group received many expectations for future development.
In this regard, the group's "mother" also aims to introduce diversity to the mainstream music scene and emphasizes attracting positive signals from the public to promote innovation.
“I wanted to create a group with a natural atmosphere. I thought it was the trend of the times. I thought it was right to differentiate myself from the existing styles.
This also fits with the musical direction I pursue: naturalness in everyday life, even though it's not easy to do" - Min Hee Jin added.
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