Read NYLON's review of NewJeans' 'How Sweet' EP, which was released on May 28 amid a public feud between HYBE and ADOR CEO, Min Hee-Jin.
Around this time last year NewJeans had a veritable summer smash on their hands. “Super Shy,” upon its release on July 7, was everywhere. Online, its bubbly chorus soundtracked millions of TikTok dances, but it was also as inescapable in the real world: I heard it blasting in Boba tea shops, at any slightly pan-Asian restaurant, the club , and, randomly, my friend’s nieces’ dance recital .
But, more recently, the group’s seemingly steady trajectory has experienced a bit of a hiccup. A bout of unfortunate workplace drama — that doesn’t actually involve the members themselves — has left a clunky scuff on their otherwise untarnished performance, and right as they’ve released their bid for two more summer smashers with bubbly new electro songs, “Bubble Gum,” and “How Sweet.”
For an abridged rundown of what’s gone down, back in April, HYBE began an audit into its subsidiary label ADOR, the imprint to which NewJeans is signed, and accused ADOR CEO, Min Hee-Jin, of basically trying to incite a mutiny, by secretly courting investors to help ADOR break away from HYBE so it could independently manage NewJeans. The debacle has since devolved into multiple rounds of he said she saids involving accusations of plagiarism, bringing in other groups like Illit and BTS, a.
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Watch: NewJeans Brings Refreshingly Unique Hip-Hop Vibes In “How Sweet” MVNewJeans has unveiled a captivating new music video for “How Sweet”! On May 24 at 4 p.m. KST, NewJeans released the music video for their new title track “How Sweet.” 'How Sweet' is a vibrant hip-hop track infused with Miami Bass influences that embodies NewJeans' distinctive hip style.
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