NewJeans has defied the traditional success formula of the K-pop industry, establishing themselves as an unprecedented force in the music world. Since their debut in August 2022, they have achieved global success at an astonishing speed, surpassing more established groups. Their impact was so significant that 40,000 people gathered for one of their performances, something that hadn’t happened in over two decades.
Their unique approach to music promotion, spearheaded by Min Hee-jin of ADOR under HYBE, set them apart from other K-pop groups. Rather than following the standard promotional methods, NewJeans introduced their members through music videos, capturing the curiosity of K-pop fans. Their innovative debut and rejection of the conventional flow in K-pop music have revolutionized the industry.
NewJeans’ unique style, moving beyond the traditional “girl crush” concept, has propelled them to the forefront of the pop market, embracing new genres such as UK garage and Jersey club. Their songs have embraced the latest trends while still maintaining originality, propelling them to success both domestically and internationally.
Their rapid rise to prominence has been recognized with numerous awards, establishing them as a trendsetter of the 4th generation K-pop scene. Their impact has even extended to global collaborations with leading brands and appearances at major events such as the League of Legends World Championship.
NewJeans has emerged as a global phenomenon, rewriting the rules of the music industry and solidifying their status as leaders of the new wave of K-pop. Their unprecedented success has set new standards and ignited a global “NewJeans style” craze, making them a force to be reckoned with in the music world.
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