Release of "Bubble Gum" Music Video Highlights Corporate Intrigue in K-pop Industry

Courtesy of Ador

▲ NewJeans / Courtesy of Ador

 

Hybe Entertainment, holding an 80 percent stake in the label, NewJeans, initiated the promotion for the group's upcoming album by unveiling the music video for their track "Bubble Gum" on Saturday. This occurred amidst an escalating dispute involving Min Hee-jin, the CEO of Ador, another label under the Hybe umbrella.

The song "Bubble Gum" features a simple drum pattern and synthesizer sounds, serving as the B-side to "How Sweet," set for release on May 24. The single album includes the title track, "Bubble Gum," along with instrumental versions of both tracks.
 

▲ A scene from the NewJeans' "Bubble Gum" music video / Courtesy of AdorIn the music video, the five members of NewJeans engage in playful activities with bubble gum, soap bubbles, balloons, and glass beads against various backdrops such as the beach, meadows, and a camper van on an early summer night. The video adopts cinematography reminiscent of old camcorder footage.

Within 13 hours of its release, the "Bubble Gum" music video had surpassed 5 million views, reaching over 10 million views by 9 a.m. Sunday.

Hybe Entertainment and Ador are embroiled in an ongoing dispute, with Hybe filing a complaint against Ador CEO Min Hee-jin for breach of trust on Thursday. Min Hee-jin, on the same day, held a press conference refuting all allegations.

Sayart

Blue YIM, yimyoungseo1010@naver.com