NewJeans, a prominent K-pop group, has stirred controversy with their recent moves to sign direct agreements with luxury brands, excluding their former agency ADOR. According to a report by 10Asia, Danielle of NewJeans was recently named as the newest brand ambassador for Omega, a luxury watch brand. This move came after the group’s announced departure from ADOR and its parent company HYBE.
On December 18, 2024, 10Asia detailed how Manager A, still with ADOR, facilitated communications between Danielle and Omega for a direct contract. Similarly, Manager B, a former ADOR employee, reportedly aided another luxury brand in contacting the members for a two-party agreement.
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Legal Implications and Public Reaction
Despite NewJeans publicly declaring their contract with ADOR terminated, ADOR insists on the validity of the contract. This discrepancy has led to potential legal complications, with 10Asia suggesting that such actions might breach the terms of their exclusive contract with ADOR.
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Korean netizens have shared mixed reactions on platforms like theqoo. Many defend NewJeans, arguing that since their contract with ADOR is no longer valid, they are free to negotiate independently. Comments like “They left ADOR, so of course they’d sign it directly” and “What’s the problem? Their contract is over” reflect a supportive stance from the public.
theqoo
What’s the problem? They’re not in ADOR.
They left ADOR, so of course they’d sign it directly. Why would they include ADOR?
ADOR is bullsh*tting again. F*ck HYBE.
What’s the problem? Their contract is over.
Why not? Someone explain the legal reason why they can’t do this.
They’re not in ADOR anymore.
Good~
LOL, they don’t have a company anymore because their contract is over. What’s the problem?
However, the situation raises questions about the legal standing of NewJeans‘ actions. Some netizens seek clarity, asking for explanations on why NewJeans couldn’t proceed with such contracts if their agreement with ADOR is indeed void.
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The ongoing developments with NewJeans and ADOR highlight the complexities of artist-agency relations in the K-pop industry. As NewJeans moves forward with its brand engagements, the legal and public discourse surrounding their actions continues to evolve.
