HYBE raises eyebrows for playing both sides with Samsung, Apple
NewJeans members take photos with Apple's iPhone 14 Pro smartphone, while performing their latest song “ETA” on SBS show “Inkigayo,” Sunday. Screenshot from YouTube
K-pop idols embroiled in controversy promoting smartphone
By Park Jae-hyuk
Intensifying competition between Samsung and Apple to gain the upper hand in the global smartphone market has developed into an unexpected controversy in the Korean entertainment industry, according to market watchers Tuesday.
And at the center of the controversy is K-pop management titan, HYBE.
K-pop juggernaut BTS promotes Samsung Electronics' Galaxy smartphone, while NewJeans members serve as spokesmodels for Apple's iPhone. BTS belongs to Big Hit Music, a subsidiary of HYBE, and NewJeans belongs to another HYBE subsidiary, ADOR.
On July 26, BTS's Suga directed the attention of his global fans to Samsung's Galaxy Unpacked event in Seoul, as the boyband member attended the unveiling show for the Korean firm's latest foldable smartphones.
Known as a big fan of Samsung's smartphones for his remarks, “No iPhone, Only Galaxy,” during a meeting with his fans in the U.S., Suga was also appointed as an honorary employee of Samsung's marketing team and became the first user of the Galaxy Z Fold 5 after the event.
He is even described as a “patriotic idol,” as his attitude contrasted sharply with that of another K-pop artist at the Galaxy Unpacked event. IVE's Jang Wonyoung used an iPhone to share her selfie with Sydney Sweeney at the event, which was uploaded on the U.S. actress' Instagram.
BTS' Suga, right, receives the Samsung Galaxy Z Fold 5 foldable smartphone from Samsung Electronics Mobile Experience Division President Roh Tae-moon, during the Galaxy Unpacked event at COEX in Seoul, July 26. Screenshot from Twitter
HYBE, however, is embroiled in controversy for letting NewJeans promote Apple's iPhones.
Although BTS and NewJeans belong to different HYBE subsidiaries, there are concerns that Samsung's promotional strategies could be leaked to Apple or vice versa.
“HYBE seems to lack a sense of business ethics, considering tacit agreements in the advertising industry,” one internet user said.
In addition, NewJeans came under criticism last Sunday after its members took photos with an iPhone 14 Pro, when they performed their latest song “ETA” on “Inkigayo,” a local music program broadcast live on SBS. The broadcaster also zoomed in on Apple's newest smartphone and shot images of the members from the same angle of the iPhone's camera.
Some viewers complained about the performance.
“It felt like I was watching a home shopping channel,” one viewer said.
Since NewJeans dropped the music video for “ETA,” the song has been the talk of the town as the video was shot entirely on iPhone, which Apple used to advertise its products.
The Korea Communications Standards Commission (KCSC) has yet to confirm whether or not the product placement in “Inkigayo” was a violation of its rules.
“The final decision will be made by our commissioners after they closely watch the broadcast footage,” a KCSC spokesperson said.
HYBE declined to comment on the controversy.
Industry officials are paying attention to whether Samsung and HYBE will maintain their relationship amid Apple's aggressive marketing campaigns using NewJeans. In addition to BTS, Samsung is currently partnering with Tottenham Hotspur forward Son Heung-min, to promote the company's smartwatches.