Singing and iPhone 'Click'... NewJeans 'Crossing the Line in Advertising' Controversy

Published 01 Aug.2023 20:10(KST)

"Fresh Direction" vs "Discomfort with Indirect Advertising on Music Shows"

Girl group NewJeans sparked controversy by performing with an iPhone 14 Pro on the music show stage for their new song 'ETA'. NewJeans is a model for iPhone advertisements, and the music video for the song was also filmed using an iPhone.

The point of controversy was a scene lasting about 20 seconds during the approximately 2 minutes and 30 seconds stage that could be seen as product placement.

On the SBS music show 'Inkigayo' aired on the 30th of last month, NewJeans performed the new song ETA and at the end of the stage, they held iPhone 14 Pros and took pictures of each other as part of the performance. The ending scene of the stage was also filmed with the phone.

NewJeans' new song "ETA" stage broadcasted on SBS 'Inkigayo' on the 30th of last month. [Image source=YouTube SBS KPOP]

NewJeans is active as an iPhone advertising model, and the music video for 'ETA' was also filmed using the iPhone 14 Pro model. The video from this music video was also used in a TV commercial for the iPhone 14 Pro.

While there were positive reviews calling it a fresh stage production that connects advertising and concept, some criticized that it was inappropriate for a singer to excessively expose the advertised product on a music show stage.