The dispute between Hive and Adore/Min Hee-jin continues. There is a good chance that the situation will not end even after this column is published. How many events have there been in the Korean pop music industry, or rather in the Korean pop culture industry, that have become such a hot topic and caused controversy? Many people were not only interested in the SM Entertainment management dispute. Even the timeliness of the death of a famous pop artist did not reach the level of this dispute.
This dispute is not only between Hive and Adore/Min Hee-jin. Even the spectators watching the bloody gladiators fight in the Colosseum are fighting, judging right and wrong. We are now experiencing two Colosseums at the same time and participating in a war in some way. They say watching a fight is the most fun in the world, but a fight like this has never been seen before.
If we reduce this dispute to a problem in the popular music industry, we need to talk about the multi-label system of a large entertainment company with several labels under it, how to establish a difference between teams in the multi-label system, and how to distribute roles among producers. It is also an event that is enough to make us think about how to coordinate when opinions between executives in a company conflict. The current method of humiliating each other by exposing each other’s faults to the world feels like an old tactic. Among those who watch this conflict, there are those who take one side, but there are many who feel doubtful. This is because it is deemed that this way of fighting and the images revealed through fighting not only reveal K-pop’s problems, but also lower the public’s expectations and trust in K-pop.
However, there are more aspects to this dispute that must be addressed. In order to understand the story properly, we must select and reflect carefully on the meaningful points of both sides’ arguments. This problem cannot be properly solved simply by saying that Min Hee-jin is a talented woman, or that we should take his side because he is weak, or that he felt catharsis because his press conference was refreshing. Because he gave an emotional press conference, it would be hard to ignore all of his claims. It’s the same as saying that Hive’s response was calm and logical, so it can’t be said to be more accurate.
In fact, Min Hee-jin is not a weak person at all. This is true not only when considering assets but also when considering a position within the company. What kind of office worker would publicly criticize high-ranking executives using profanity? As a rank-and-file worker, this is something that cannot even be imagined. No one can deny his skills, and even if his criticism of golf salon/room culture is unqualifiedly correct, there is room for cynicism that this dispute is a battle between the highest levels of the company. That is why you need to identify the stones correctly.
Among the things that Min Hee-jin mentioned in the press conference, there has already been a lot of criticism about K-pop’s marketing methods, especially the methods used to sell a lot of albums. This is not just a way to get fans to buy multiple albums by including entry tickets for fan autograph events or to stimulate the desire to collect team member photo cards. The current K-pop promotion method, where labels encourage excessive consumption by fans in the name of putting their idols at the top of the charts, not only leads to squeezing the attention and affection of fans, but also distorts the charts themselves. The fact that BTS, the representative of Hive, has lost its sincerity and turned to popular music is also difficult to see positively. This is a comment that should be a talking point during Min Hee-jin’s press conference.
However, not all of Min Hee-jin’s claims are correct. As Min Hee-jin claimed, it’s hard to say for sure that other idols within the company are imitating New Jeans. Creating without references is impossible. This is especially true in an age where various works/products are pouring in. There wouldn’t be any New Genes fan who wouldn’t know that New Genes is not a 100% new character/narrative with no reference or imitation.
Min Hee-jin disparaging those who took part in the idol audition in a press conference and calling New Jeans her babies is also difficult to see as a thoughtful designer’s attitude. Is it just my illusion that I feel that not only the image of the ‘gaejeossi’ that he criticized in this statement is reflected in Min Hee-jin, but also that the shadow of distorted hunger is visible? It is not right to say shamelessly that he has the attitude of a pure and passionate artist. This arbitrary and biased attitude is also one of the causes that hinders the healthy growth of K-pop.
There is also the same reason why we need to look at the reactions of those watching this conflict. One’s achievements/identity/role do not automatically guarantee legitimacy. However, there is a feeling that the public is taking sides unilaterally without clearly distinguishing between right and wrong. The common logic of camp and meritocracy in our society was not hidden in this conflict. Above all, the attitude of being enthusiastic, splitting sides and making fun of others is not healthy at all. Hive and Adore aren’t the only ones not taking this dispute in a future direction. The public psychology of our current society, which seems full of carnality, is also not healthy.
What I feel most when watching this conflict is the sense of crisis that it is time to fix the K-pop production system. Otherwise, it may be the beginning of K-pop’s demise. Above all, it is important to admit your own mistakes, and everyone must break away from the sidelines/bystander culture. The responsibility to turn this conflict into a crossroads for change lies in the hands of all of us. Only by acknowledging this obvious fact will the problem be solved.
▲ Beehive headquarters building in Yongsan-gu, Seoul. ⓒ Youth News
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