NewJeans, a rookie K-pop group, has handled the challenges of being new in the industry by doing things differently. They released their music without the usual teasers, which is not common in K-pop. This approach helped them get a lot of attention and interest from fans. By focusing on their music and not following traditional K-pop formulas, they were able to stand out and attract a large following quickly.
Their management company, ADOR, which is part of HYBE, supported this unique strategy. It involved releasing singles and music videos before their album, which is not typical for K-pop groups. This method allowed fans to discover their music gradually, similar to how fans in the U.S. often discover new artists. As a result, NewJeans became very popular and set records for album sales.
Despite their success, NewJeans has faced other challenges, such as dealing with their management company. Recently, they have been involved in legal issues with HYBE and ADOR, which they claim have not supported them properly. This situation has been difficult for the group, but they are working to resolve it by hiring lawyers to protect their interests.
Overall, NewJeans has shown that being different and focusing on music can be a successful strategy in the competitive K-pop world. They continue to explore new ideas and aim to achieve more in their career.