HYBE Forgetting Their Roots: Former Director of HYBE PR Speaks Out Online

 


As you already know, these days, HYBE and former ADOR CEO Min Hee Jin are having disagreements and controversies regarding the new formation and establishment made by the HYBE CEO. Recently, a former director of the PR team at HYBE made a statement saying that HYBE is forgetting its roots.

HYBE entered K-pop as a small, unknown company in 2013 with a normal group of seven boys known as BTS. After the fame and recognition BTS received worldwide, the company and the South Korean economy soared. However, it seems South Korea and HYBE are losing their roots, ignoring and forgetting how they achieved such success from a small group of boys.

The former PR director wrote on social media:

"Today, I briefly had a Zoom call with the staff from the U.S. PR agency I worked with during BTS’s first entry into the American market. Though they’re now at different companies, they’re all truly good people.

When all the K-pop artists were failing in their promotions to break into the U.S. market, and BTS was also being pushed to enter the U.S., I was the one who reached out, connecting with the only agency that recognized their potential, which is why I have a lot of affection for them. Since then, BTS appeared on American TV and kept rising... but once things went well, that agency was discarded like an old shoe for various reasons that people didn’t like or agree with.

They all asked me, 'What's going on with HYBE these days? What’s up with Bang?' And I just said, 'I don’t know either.'

I believe that those blinded by success and lacking gratitude will eventually face downfall.”

As the former director mentioned, he knew about how Chairman Bang Si Hyuk worked and his personality; he still believes that he hasn’t changed and makes sure not to forget about the past and how they worked to come this far in the entertainment industry. He implies that even though a bit of Bang Si Hyuk's personality and thoughts have changed, he can still see the same chairman as before.

The former director shared:

"It's quite noisy because of NewJeans' live streaming. People currently working at HYBE or those who worked there are avoiding mentioning it, though. I asked a few of them, and they kept their mouths shut.

I thought this is what happens when an entertainment company grows too big and the owner tries to evolve or reform the company into something else. Do we really need to push music to become part of a comprehensive cultural entity or something beyond that?

Having worked with Bang Si Hyuk, I know what type of person he is. Even though he changed over the years, it's still the same old story. So I can roughly sense the vibe of things.

NewJeans... what a shame.”

NewJeans is a new HYBE girl group that was established under ADOR. However, the HYBE chairman decided to take the girl group under HYBE, not ADOR, and changed the CEO, causing several backlashes to the company and the remaining K-pop groups under HYBE labels. K-pop fans around the world were left confused by the situation because HYBE is one of the main K-pop entertainment companies in the music industry. There were mixed opinions and criticisms online regarding HYBE and its management.


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