Speculation is growing that former ADOR CEO Min Hee-jin may be preparing to launch a “male version of NewJeans,” as several creative staff members who previously worked with the girl group appear to have joined her new label, Ooak Records.
Interest increased after music video director Lee Young-eum shared photos via his personal social media story on February 5, revealing the people involved in the video production for Ooak Records. Among them was director Shin Dong-geul, who had previously directed NewJeans’ hit music videos such as Hype Boy and Cookie. Lee Young-eum has also worked on NewJeans-related projects, including New Jeans and Bubble Gum.
Further fueling speculation, choreographers Black.Q and Kim Eun-ju, responsible for choreographing NewJeans’ biggest hits including Attention, Hype Boy, Ditto, OMG and Super Shy, recently hinted at their involvement by listing Ooak Records on their social media profiles.
Given their crucial role in shaping NewJeans’ performance identity — particularly the viral choreography that spearheaded the Hype Boy Challenge — fans and industry observers are paying close attention to the creative direction of Ooak Records’ next boy group. With several creators who helped establish NewJeans’ signature style appearing to regroup under Min Hee-jin, anticipation is growing as to whether the new act will bring a similar artistic identity or introduce a new concept.
Min Hee-jin, formerly of SM Entertainment, joined HYBE in 2019 as Chief Brand Officer and later led subsidiary label ADOR. However, tensions between Min and HYBE emerged in April 2024 after HYBE accused her of attempting to take management control. The conflict ultimately led to his removal as CEO and resignation from his internal director position, effectively ending his relationship with the company.
Sources: Daum
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