NewJeans’ music video for Hype Boy has crossed the 200-million-view mark on YouTube, announced their agency, Ador, on Thursday. This achievement makes it the third video from the group to surpass the milestone, following the success of OMG and Super Shy. The video, notable for its continuous long-take filming style to emphasize the group’s choreography, previously became their first to reach 100 million views.

Hype Boy is a standout track from NewJeans’ self-titled debut album, which shook the K-pop scene upon its release in 2022. Known for its catchy beat and innovative visual approach, the track contributed significantly to the group’s rapid rise, capturing the attention of both domestic and international audiences.

However, the celebration of this milestone comes amid growing tensions between NewJeans and Ador. On Wednesday, the group’s members issued a formal certified letter to the agency, voicing unresolved grievances and stating that they would seek contract termination if their issues were not addressed. This unexpected move has drawn attention and speculation, as NewJeans is widely regarded as one of the most promising acts in K-pop.

In response to fans' concerns, NewJeans quickly reassured their supporters that there is “no need to worry,” suggesting an effort to maintain stability amidst the dispute. While the group did not specify the nature of the issues with Ador, industry insiders speculate that it may involve contractual terms or creative control, both common points of contention as young artists navigate their burgeoning careers.

As Hype Boy and other hits continue to break records, the future of NewJeans remains a topic of interest. Their rapid rise has not only spotlighted their musical talents but also underscored the challenges K-pop idols often face in maintaining agency relationships. The outcome of this dispute could set a significant precedent for artist-agency negotiations in the industry.

For now, NewJeans’ fans are rallying in support, celebrating the success of Hype Boy while hoping for a swift and favorable resolution to the contractual issues. The unfolding situation serves as a reminder of the delicate balance between artistic success and the complexities behind the scenes, especially for young idols navigating a demanding industry.

As NewJeans continues to break boundaries with record-breaking achievements, their next steps—both on and off the stage—are being closely watched.

Sayart / Sharon Jung, guhuijeong784@gmail.com