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Dispute between HYBE, Ador CEO highlights challenges in multi-label system
The headquarters of HYBE, the agency of K-pop supergroup BTS, in Yongsan District, Seoul / Yonhap
By Pyo Kyung-min
Ador CEO Min Hee-jin / Courtesy of Ador
The conflict between K-pop behemoth HYBE Labels and the CEO of its subsidiary, Min Hee-jin of Ador, has sparked debate over the constraints of the multi-label system.
HYBE confirmed Monday that it had commenced an audit on Ador CEO Min Hee-jin, as well as another manager-level official of the subsidiary, to gather evidence regarding the allegations that they attempted to spin off from the parent company.
Ador, founded by Min in 2021 and home to K-pop sensation NewJeans, is a label under HYBE, with HYBE holding an 80 percent stake in Ador. Min acquired an 18 percent stake in Ador last year, becoming the second largest shareholder.
Min rebutted the company's claims later on Monday, alleging that another subsidiary of HYBE, Belift Lab, plagiarized NewJeans in creating its newest girl group, ILLIT.
ILLIT was directly overseen by HYBE CEO Bang Si-hyuk in its overall production.
"The cultural achievements of NewJeans are ironically being most severely infringed upon by HYBE ... ILLIT is plagiarizing NewJeans in every aspect, from styling its members' hair, makeup and costumes to its choreography, concept photos, videos and event appearances," Min said in a statement, Monday.
Min emerged as a star producer as she previously oversaw K-pop bands under the SM Entertainment umbrella, including Girls' Generation, SHINee and EXO. Upon joining HYBE, Min continued to spearhead branding and design efforts for HYBE's new headquarters.
In 2022, Min introduced the iconic quintet, NewJeans, and played a key role in propelling the group to stardom.
K-pop act NewJeans / Courtesy of Ador
Industry insiders see this conflict as a demonstration of how the multi-label system pioneered by HYBE can lead to internal disputes.
HYBE introduced the multi-label system as a groundbreaking approach in the K-pop industry, departing from the traditional structure where agencies have relied solely on major artists for stability and investment.
Currently under HYBE lies BigHit Music, home to BTS; Pledis Entertainment, home to Seventeen; Source Music, home to Le Sserafim; BeLift Lab, home to Enhypen; and Ador, which houses NewJeans.
Nevertheless, experts note that the conflict between Min and HYBE exposes vulnerabilities in the multi-label strategy, where internal competition between labels and conflicts in decision-making with the parent company may undermine its effectiveness.
Cultural critic Jung Duk-hyun said the "Min Hee-jin vs. Bang Si-hyuk" debate is "not a simple personal confrontation but an incident that shows a facet of the changing K-pop market."
"It should be an opportunity to delve into the multi-label system and the issue of content similarity it creates," he said.
The industry anticipates that this conflict will not dissipate soon.
Min said, "HYBE, Belift Lab, and Chairman Bang appear to believe that simply removing individuals from the company will resolve the issue without offering proper apologies or measures ... We will exhaust all possible means to safeguard NewJeans' achievements and prevent further infringement."
HYBE set Tuesday as a deadline for Min and the current Ador management to respond to its audit questionnaire, indicating readiness to pursue a lawsuit if needed.