HYBE Adore launches new girl group 'NewJeans'... Girl group lineup intensifies

by Kim Heeyun

Published 25 Jul.2022 08:29(KST)

‘ADER’ Min Heejin CEO Overall Planning
6 MVs Released Within Two Days of Debut

On the 25th, Adore, a label under HYBE, released the music video for the new song "Hurt" by rookie girl group NewJeans. Previously, on the 22nd, they released the first title track "Attention" from their debut album, and on the 23rd, the second title track "Hype Boy," followed by the release of the third music video, gradually focusing public attention step by step. Photo by Adore

[Asia Economy Reporter Kim Heeyoon] Following BTS, HYBE, which has focused on nurturing boy groups such as Enhypen and Tomorrow X Together, is building a full-fledged girl group lineup by introducing the new girl group NewJeans after Le Sserafim this year.

On the 25th, ADOR, a label under HYBE, released the music video for the new girl group NewJeans' new song "Hurt." Previously, on the 22nd, they released the debut album's first title track "Attention," and on the 23rd, the second title track "Hype Boy," followed by the release of the third music video, gradually concentrating public attention step by step.

On the 22nd, NewJeans made their official debut by releasing the main and performance music videos for the debut album's first title track "Attention." On the 23rd, they released four music videos for the second title track "Hype Boy," and along with the "Hurt" music video, they have presented a total of seven official videos, delivering a variety of content.

The newly released "Hurt" is an R&B track that gives a wistful yet lovely feeling, characterized by the five members' unadorned voices. Like the previously released "Attention" and "Hype Boy," it conveys a common message about human relationships and attraction.

NewJeans is currently promoting by focusing on the "music" itself of their debut album, having released music videos for a total of three tracks. According to ADOR, NewJeans will further showcase each member's charm through a video titled "We Are NewJeans," to be released at midnight on the 26th.

NewJeans is a group comprehensively planned by Min Heejin, CEO of ADOR, a label under HYBE. Previously, Min, who leads ADOR, stated about NewJeans, "We know many people are curious about the concept of this rookie girl group. What I can say at this point is that the 'music' they will present is the concept and color this team pursues."

Min, who worked as a creative director for idol groups for the past 20 years at SM Entertainment, handling branding for Girls' Generation, SHINee, EXO, and others, is recognized for putting "concept" at the forefront of the entertainment business.