“NEW SONG TEASE?” — Fans Respond to NewJeans’ Latest Commercial Amidst Ongoing HYBE vs. ADOR Feud

On Thursday, September 26, K-pop sensation NewJeans unveiled a commercial in partnership with ShinhanCard, a prominent credit card company in South Korea. The commercial featured a captivating song playing in the background, leading fans to tentatively speculate that it might be a sneak peek of the group’s forthcoming track.

After the commercial’s release, fans expressed their excitement about the song’s impressive quality and eagerly anticipated its official debut. However, without any formal announcements concerning NewJeans’ comeback or the release of new music, these discussions remain speculative among the fandom.

Amidst the excitement, fans couldn’t ignore the ongoing tensions involving HYBE, ADOR, and NewJeans in relation to the possibility of a new song. Recently, NewJeans participated in a YouTube livestream demanding the reinstatement of Min Hee-jin as the CEO of ADOR, while also voicing their dissatisfaction with the agency’s current management.

As a result, the dynamic between HYBE, ADOR, and NewJeans has become increasingly strained, especially after ADOR declined the group’s requests to reinstate Min Hee-jin. Fans have voiced their concerns regarding the group’s position under the agency and wondered if the song hinted at in the commercial would eventually be released.

Here are some fan reactions about the commercial and the potential new song:

“Am I crazy??? IS THAT A NEW SONG???”

“Wait! Is this the new song that was supposed to be released?”said a fan on X.

“If so, we are ready for it and will be streaming hard!!”added another netizen.

“This song will probably just be the B-side. Not even the title track; it’s so good,”commented another netizen.

Many fans have also shared their apprehensions about the possibility that the song may never be officially released amidst the current strife.

“It sounds so good; I think that’s an unreleased song that we will never get anytime soon,”stated a netizen.

“Please let this be a new NewJeans song,”commented another netizen.

“Say goodbye to NJ1 and this song,”said a fan on X.

“A new song spoiler in Shinhan’s commercial? No, it’s so good even if you just listen to it briefly, but when will I be able to listen to the full song…”added a netizen.

Everything You Need to Know About NewJeans’ Ongoing Conflict with HYBE and ADOR

On August 27, ADOR, the subsidiary of HYBE Labels, announced significant management changes. The former CEO, Min Hee-jin, was ousted and replaced by Kim Ju-young, who was the chief HR of HYBE Labels.

Despite this change, it was disclosed that Min Hee-jin would remain as the internal director of ADOR. In a surprising move, ADOR indicated that their production and management departments would now operate separately, making ADOR unique in its agency structure.

Following this announcement, NewJeans conducted a livestream on September 11, during which the members revealed their dissatisfaction with how they have been treated by the new ADOR management.

Member Hanni expressed frustration over her concerns being dismissed by the new CEO, while Danielle voiced her fears for herself, her group, and the other employees at ADOR in light of Min Hee-jin’s departure. The members collectively stated that the separation of production and management has not been beneficial for them.

Consequently, NewJeans called for HYBE Labels to reinstate Min Hee-jin and revert ADOR to its original management structure, giving the label until September 30 to comply. However, on September 25, ADOR publicly rejected these demands.

Nonetheless, fans remain hopeful and excited about the upcoming comeback of NewJeans, wishing that the potential song release occurs soon and that the ongoing conflict between HYBE and ADOR does not hinder the girl group’s future.

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