NewJeans, one of K-pop’s most talked-about girl groups, has ignited speculation about a potential rebranding to “Jeanz” as tensions with their agency, ADOR, escalate. This comes amidst a legal dispute that began with the group terminating their exclusive contracts in late November 2024, citing management issues.
Instagram Account Fuels Rebranding Rumors
On December 14, 2024, the group created a new Instagram account under the name “jeanzforfree.” Their first post included an unexpected gesture: preparing meals for supporters attending President Yoon Suk-yeol’s impeachment rally. Within hours, the account gained over 1.4 million followers and has since exceeded 2.4 million followers as of December 15.
Fans have widely interpreted the name “Jeanz” as a signal of rebranding, aligning with speculation that the group aims to retain creative ownership of their brand while distancing themselves from ADOR.
Fans React to Rebranding News
Fans have taken to social media to express their opinions about the rumored rebranding. Reactions range from excitement about the new name to appreciation for its deeper meaning.
One fan wrote:
“They’re planning to rebrand as NewJeanz or Jeanz and drop a new album under that name without redebuting with a completely new brand or concept. Honestly, I think that’s genius.”
Of course, it’s their brand, their concept, their idea, they are not gonna abandon it completely and let some other group steal and co-op it
“JeanZ = GenZ. All members are GenZ too. It’s a perfect evolution!”
Others praised the symbolic value of the name and its potential to signal a new chapter for the group.
Legal Battle Between NewJeans and ADOR
The group’s contractual conflict began on November 14, 2024, when NewJeans issued an ultimatum demanding the reinstatement of former ADOR CEO Min Hee-jin, who resigned after disputes with HYBE. The group officially terminated their contracts on November 28, accusing ADOR of breaching agreements and creating a toxic work environment.
ADOR, however, maintains that the contracts are valid until 2029. They filed a lawsuit against the group at Seoul Central District Court, leading to statements from the Korean Management Companies Association urging NewJeans to honor their contracts.
On December 13, 2024, the Korean Management Companies Association (KMCA) issued a statement urging NewJeans to honor their existing contracts. The KMCA expressed concerns about the legal precedent this case might set and emphasized the importance of resolving the matter through legal channels.
In a statement, the KMCA said:
“You must faithfully fulfill your exclusive contract and negotiate through sincere dialogue with the agency, but if you cannot reach an agreement, you must humbly await the judgment of the judiciary. New Jeans are not the only ones in the popular music industry.”
“Many senior artists, executives and staff of other agencies, and colleagues and junior artists who have seen the members of New Jeans and developed their dreams are all doing their best in their respective positions. Please be cautious, remembering that New Jeans’ position as artists representing K-pop is by no means small.”
Korea Music Contect Association issues new statement sharing their worries about the future of the Korean music industry:
— “The Korea Music Content Association is deeply concerned about the recent tampering attempts that have become an issue in the Korean music industry and… pic.twitter.com/YdCo6ah1VK
Despite the legal uncertainty, fans have rallied around the group, praising their independence and determination. Many view the potential rebranding as a bold move to reclaim their identity and creativity amid the ongoing dispute.
They’re planning to rebrand as NewJeanz or Jeanz and drop a new album under that name without redebuting with a completely new brand or concept. Honestly, I think that’s genius.
They will drop the word ‘New’ because ‘NewJeanz’ it will sound too similar from the original name & that can get them sued. They will probably used just Jeanz (close enough to NJ name). Not to mention… JeanZ = GenZ. All members are GenZ too.
It's truly a beautiful name with many layers of meaning. Even before I became a fan, when I first learned about the group's name, I was already impressed.
crying cause newjeans and their team are so perfect together. from the concept to the merch and all the way to the music; the quality is top-notch. they don't need to resort to tricks to get numbers because the art speaks for itself.
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