NewJeans demonstrated a rare act of artistic agency in K-pop by openly expressing dissatisfaction with Hybe, advocating for their creative direction and autonomy.
In a striking departure from their vibrant public persona, NewJeans engaged in a 30-minute livestream discussing their frustrations, presenting a stark contrast to their usual image.
This live performance, while appearing spontaneous, was artistically directed, showcasing the complexity of their relationship with the corporate structure of the music industry.
The members of NewJeans risked their carefully curated public image, portraying themselves as constrained and muted, highlighting the intense pressures artists face under corporate control.
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