ADOR, 'Throw away the new and start a new version' statement explained... "The intention is to create new space for LE SSERAFIM"

source: https://m.entertain.naver.com/article/312/0000690946

ADOR has provided an explanation for the remark, "It's just a matter of dropping 'New' and creating a new plan."

ADOR stated, "According to HYBE's explanation, the phrase pointed out by the artist was an expression recorded in the LE SSERAFIM section around May 2023. It reflects the writer's personal idea based on community opinions about LE SSERAFIM."

 They continued, "At that time, some media outlets and communities grouped NewJeans, IVE, and LE SSERAFIM as representative fourth-generation groups and referred to them as 'NewAr.' However, during the comparison of music rankings among the three groups, LE SSERAFIM received a lot of negative feedback. From LE SSERAFIM's perspective, rather than being grouped under the name 'NewAr' and compared to the other two artists, it might be better to position themselves alongside other female idol groups who also achieved first-week sales of one million copies (BLACKPINK, aespa, IVE) and build their own unique path. This was the idea that was proposed."

Furthermore, they explained, "In other words, the meaning of 'drop New' is the writer's idea that LE SSERAFIM should 'let go of the categorization of constantly being compared to NewJeans, who have already achieved great success,' and create their own separate domain. It does not mean that HYBE intends to abandon the artist at all. HYBE has also conveyed that, from a common-sense perspective, as the largest shareholder of ADOR, there is no reason for HYBE to decide and instruct ADOR to abandon its only artist."

Before providing detailed explanations, ADOR mentioned, "The report was written by a HYBE member, and it is difficult for ADOR to directly conduct audits and take personnel measures against HYBE members. Also, even when reviewing the content, there doesn't seem to be any part that could be considered illegal acts against ADOR or the artist."

However, they added, "Although it's an unreasonable demand that exceeds the scope of management obligations that ADOR must perform under the exclusive contract, we requested HYBE on November 18, 2024, to submit a detailed statement regarding the process and intention behind the creation of the report. This is to dispel the artist's misunderstandings and maintain a smooth cooperative relationship in the future."