As the five members of NewJeans I file gracefully on their stairs Advertising sign photo shoot in Seoul, I am greeted with bright smiles and sincere greetings of “Nice to meet you”. Just days ago, the explosive K-pop girl group won Artist of the Year and Song of the Year at both the Melon Music Awards and the MAMA Awards, two of South Korea's most prestigious music awards — and just two of about 10 awards shows attended and performed in the country last December and early January. However, despite the hectic schedule of the winter awards season there, they exude warmth and excitement.
This infectious energy has endeared the women of NewJeans — Minji, Hanni, Danielle, Haerin and Hyein, who range in age from 16 to 19 — to fans both in South Korea and around the world. Since debuting in July 2022, NewJeans has quickly risen to the top of the K-pop pantheon. Six of the eight singles released have reached No. 1 or No. 2 on South Korea's dominant streaming measure, the Circle Digital Chart. The act has made several inroads Advertising sign charts as well, including three top 10 hits on the Global 200 and four on the Global Excl. US chart, five entries on the Billboard Hot 100 and six top 10s on the Global Digital Song Sales (the biggest hit was “Super shy,” peaking at No. 2 last July). The group's songs have earned 931.6 million official on-demand streams in the US, according to Luminate.
Along the way, NewJeans have shattered expectations in K-pop, helping usher in a new era of female influence in a genre long dominated by male groups. While it was once accepted industry wisdom that only boy bands could create a mainstream fandom and widespread commercial success (selling both albums and concert tickets), NewJeans are part of a generation of girls who have done both, changing the example of what achievement entails for groups of young women. And NewJeans did so under the guidance of an equally innovative leader: They are the first act to debut under ADOR (All Doors One Room), led by founder and CEO Min Hee Jin, the rare woman leading a K-pop record and management company. .
About a decade ago – when this writer started working in K-pop as a producer – it sounded very different. Record labels emphasized melody, dynamic vocal range, and cohesive arrangements of tracks, while dance performance was considered mere support for a song. Over time, the music tended toward bombastic anthems that fit well with the choreography, and so-called “easy listening” songs (those favored by the general South Korean audience, which of late was not K-pop's core audience) tended to are lost. But NewJeans has proven that strong performances and easy listening don't have to be mutually exclusive. And as Advertising signWomen in Music Group of the Year says in person in Seoul, the act is just getting started.
How did it feel to win Artist of the Year and Song of the Year at the Melon Music Awards and MAMA Awards?
Hannah: It was really surreal to win such big prizes. Honestly, for us, when it comes to these kinds of awards, we're excited to be there. Being invited is an honor. We never expected [to win]. We're really thankful for everyone who's put a lot of hard work into our content and music and all the people who really enjoyed it, so I think it makes it more fun.
Danielle: I agree with Hanni. There are so many people who put so much effort and hard work into what we do, and we are so honored that so many people enjoy it as much as we do. To share this happiness and positive energy through our music is a great honor in itself.
You have a small discography but you like so many big songs “Same amount,” which won Song of the Year at the Melon and MAMA Awards. Who did you expect to be as big as they are?
Danielle: When our CEO has a new song and is ready to make a new album, she takes us all to her studio and we listen to all the songs together. I remember the first time we heard the songs for our album get up, we just went crazy. Because we were really like, “This is us! This is so NewJeans.” When I first heard “Ditto,” I felt a connection to it—I guess I felt if people listen to this, I want them to feel healed in some way. So knowing that people they're getting some positive energy out there, it's really amazing. Every time we release new music, we wonder if people will enjoy it as much as we do. Seeing people out there jamming to our songs puts a really big smile on our faces .
Traditionally, men have run the K-pop industry, and ADOR was founded primarily by a woman. What was it like training under a CEO who has this shared perspective?
Danielle: I can't imagine what it would be like if it wasn't for our CEO, Min Hee Jin. We are so close to her and feel such a strong connection with her. After a conversation with her, we would be inspired and learn so much. When we went abroad and stuff, he'd take us out shopping and we'd have dinner together and we'd spend hours and hours laughing and talking about what happened and how we were and telling stories.
Hyein: He is very consistent. He always wonders about us and worries about us. She is very friendly and outgoing [to us] first, something that helps us feel really comfortable around her. She gives us advice like a mother would. She is not just a great CEO, but a great person in general.
Historically, mainstream fandoms have been more difficult for women to achieve in K-pop. But in recent years that has completely changed, and NewJeans is at the forefront of that. Why do you think you managed to capture it?
Minji: It might have something to do with the fact that the market for K-pop just got a lot bigger. This is one of the reasons we started with so much attention and love from the general public. We never really set a specific one [goal], but rather aimed to present a show we love with songs we love. I think that probably helped our fans love us early on.
Haerin: I agree with Minji. I think it's also because there are so many channels we can use to communicate with our fans and the public.
I think NewJeans has changed the way music sounds in K-pop, with a trend back to easy listening music. Do you agree?
Danielle: The music itself is always changing. But before we debuted, our CEO told us she wanted to do something new, something fresh and different. But with this, he wanted it to be, no matter who you are, no matter what age or gender, you can listen to it and enjoy it. So I think with that came easy listening to music. We didn't really think, “Oh, we're going to change music, that's crazy.” (Everyone laughs.) We just wanted to try something new and fun.
You have accomplished so much in a short time. Where do you want to go from here?
Haerin: I want our songs to move people. My goal is not only to have songs that are emotional but also to share emotions with people on stage and through our music.
Minji: I have similar thoughts with Haerin, but I want our music to be remembered for a long time. For example, I want people to think of last winter when they hear “Ditto.”
Danielle: Outside of music and performing, I just want to be someone who stays true to myself and is always open-hearted and open-minded and humble and tries really hard because there are so many things I want to do and so many places I want to go. I want to experience a lot and learn a lot and just enjoy the time I spend with it [NewJeans] members.
This story will appear in the March 2, 2024 issue Advertising sign.
from our partners at https://www.billboard.com/music/awards/newjeans-members-billboard-cover-women-in-music-1235616028/