At the front of NewJeans is perhaps the most discussed new K-pop group, ADOR. In less than a year, the group has surged to be one of the most discussed acts in the industry. However, tensions appear to be brewing between ADOR and its parent company HYBE, according to rumors doing the rounds. To make any semblance of sense of this, one will have to understand how these two companies are interwoven. ADOR is a subsidiary of HYBE Corporation and was formed by Min Hee Jin, former creative director for SM Entertainment. Min’s brought a new take to K-pop with NewJeans, championing a more minimalist R&B-infused sound, with a chill laid-back image in stark contrast to the gleaming high-concept presentations that usually define K-pop. While ADOR oversees creative direction for the group, HYBE supplies the financing and infrastructure to support NewJeans on their journey to world domination.

Despite this outward success, speculations persist that there could be one hindrance in this collaboration on account of creative differences between the two companies. At its helm under Min Hee Jin, the artistic vision for NewJeans has kept remarkably different from the mainstream commercial approach oft-championed at HYBE for their other groups. With this in mind, this break from the mold of K-pop might mean that there could be some disagreements on how to market or promote NewJeans, considering both companies have the interests of the group at heart but might view a different path as being more ideal.

Another point of speculation is the possible conflict between global and local strategies. HYBE has always focused on making its artists known across the world. Groups such as BTS and SEVENTEEN have been leading in great waves worldwide. However, a number of fans insisted that NewJeans needed more focus on the homeland of South Korea with more live performances and local TV appearances. It could therefore be irritating for both sides if ADOR and HYBE have different priorities regarding how to balance the group’s South Korean and international schedule.

Secondly, it could be a factor in the distribution of resources. HYBE manages several huge acts such as BTS and TXT; hence, competition for resources and attention is inevitable. NewJeans is a relatively new group and might not get the same treatment like other established acts-something which might trigger tensions within ADOR if they feel the group is not getting the support it needs.

While such speculation has arisen, none of this has been reported to confirm a serious dispute between ADOR and HYBE. Most of the discussion does seem to be based on rumors within the industry or interpretations of the fanbase concerning the different ways each of the two companies approached the issue. Tensions between large companies with different priorities are nothing out of the ordinary, and what some might consider to be a “dispute” is nothing more than the usual growing pains for a new and highly publicized group like NewJeans.

Admittedly, behind the scenes, things might be complicated between ADOR and HYBE, but NewJeans is doing amazingly well: the distinctive sound of the group, the style, and the increasingly enlarging fanbase cannot let their success be based only on the support of their parent companies. While NewJeans is still growing, it would not be surprising if ADOR and HYBE find ways through which their different strategies get balanced and keep the group going further toward even better success. For now, one can enjoy the group’s music and speculate how different they will be while crossing their fingers that something will happen with their agencies.