In an exclusive report, Dispatch has revealed a never-before-seen behind the scenes look into how NewJeans was formed.
The debut evaluation of “N Team,” now NewJeans, occured on March 27, 2021. Present were seven trainees — the five current members of NewJeans and two trainees who did not make the final debut group. Their song was “Attention.”
Source Music has been preparing for this girl group since 2018 under the group name “N Team.” Their original goal was to have the group debut in the third quarter of 2021. Min Hee Jin joined the group project in 2019 as a creator. She was in charge of the visuals and the concept for the team. Source Music was in charge of the management, song, and choreography. Based on the timing of their debut preparations, it’s viable to call them HYBE’s first girl group (Big Hit rebranded to HYBE in March 2021).
However, their debut was indefinitely postponed. Was it because Source Music neglected their debut preparations or was it because Min Hee Jin was standing by and doing nothing?
An unfortunate encounter
Source Music’s So Sung Jin wanted to achieve what Bang Si Hyuk failed to get. HYBE and Source Music intended to reorganize the girl group landscape through Min Hee Jin. Min Hee Jin referred to this in her April press conference, stating how Bang Si Hyuk told her he wasn’t confident in forming a girl group and he had no trainees, so it would be faster to use Source Music’s trainees.
Min Hee Jin was actually reluctant to lead a girl group and she decided she was unable to take the initiative in the project. Source Music CEO So Sung Jin ended up having the final say in decisions.
In the end though, “N Team” was a project that could not be refused. Min Hee Jin ended up becoming HYBE’s CBO (Chief Branding Officer) and she also accepted the offer to lead the girl group project. She began work on “N Team,” but what ultimately occured was that the two sides wanted different directions for the group.
Roles, Roles, Roles, Roles, Roles.
Dispatch was able to obtain a copy of the roles and responsibilities for “N Team.”
According to the May 19, 2020 version, Source Music was the leader and in charge of choreography and management. Bang Si Hyuk was in charge of music, and Min Hee Jin was in charge of branding.
However, Min Hee Jin wanted more authority in the group, and So Sung Jin agreed. In the March 17, 2021 revision, Min Hee Jin became the sole leader of the project and in the June 7, 2021 revision, Min Hee Jin also became in charge of the music and the choreography. Even with this though, the “N Team” project failed to come to fruition. Did Min Hee Jin have another plan?
The hidden thoughts
Going back to March 2021 and the debut group evaluations. “N Team” was preparing “Attention” with Source Music working on singing, choreography, and language training with the trainees. Once the brand proposal was ready, they would be able to accelerate towards their official debut.
The issue was that the branding ideas were only in Min Hee Jin’s mind. She kept saying that everything was planned, but Source Music never received the final documents listing out the plan itself. Min Hee Jin also referred to this in her press conference, stating how her plans are just ideas she created but weren’t official, and that Bang Si Hyuk did not like her style of planning.
Dispatch has theorized that there was some other thing causing Min Hee Jin to delay her work, leaning towards a conversation she had with shaman “K” on April 16, 2021.
Min Hee Jin: It seems I need to change and get rid of all the Source Music staff.
Shaman “K”: That is underway.
Min Hee Jin: Nothing sits well with me. I need to lead my label, but it’s so complicated.
Min Hee Jin: It should be promoted that I even led the music part, but I don’t know if he will give up that part.
Shaman “K”: Everything is being prepared. It will be done in May or June. So Sung Jin will take a step back.
Min Hee Jin: But will he step back? He is a f***ing greedy bastard.
The last part of the girl group project was the branding, which was Min Hee Jin’s specialty. But the branding was delayed for reasons Source Music did not know of. In reality, So Sung Jin could have done it himself. A representative from Source Music even told Dispatch that branding was just a matter of who is making the decision and if one option wasn’t available, a second choice can be the plan to go with.
Branding is a matter of choice. Of course, Min Hee Jin was Plan A. But if Plan A can’t work out, then there is a Plan B. The problem was Min Hee Jin’s advisor.
— Source Music
Min Hee Jin, next week, next week, and next week
On March 17, 2021, Min Hee Jin sent an email to the “N Team” project staff.
Regarding the music, as I said last time, we will need to discuss how involved the A&R team will be because I have already prepared and planned their debut album in advance. We will plan a date to meet after our team’s vacation next week.
— Min Hee Jin
On March 31, 2021, a Source Music staff sent a message to Min Hee Jin’s department through the company’s internal messaging system. These messages continued over the next few weeks.
March 31, 2021
Source Music: Hello, when could we have the meeting?
CBO Office: Hello, sorry for the late response. Could I check with Min Hee Jin tomorrow morning and get back to you?
Source Music: Yes. Please ask her.
April 5, 2021
Source Music: Did you enjoy your vacation?
CBO Office: Min Hee Jin has a lot to take care of this week so it will be scheduled for the later part of the week or next week. (and no, I got almost no rest lol)
CBO Office: I will check again how Min Hee Jin’s schedule looks like for Thursday and Friday.
Source Music: If possible, we would like to have the meeting this week. The debut evaluation is underway.
CBO Office: This week seems unlikely, it will be scheduled for next week.
April 12, 2021
Source Music: Hello, when will we receive a response about the meeting date? And will we be able to see the documents CEO So Sung Jin talked about?
CBO Office: I’m sorry for changing my word, but since Min Hee Jin is working on internal things, it will be hard to have the meeting anytime soon. I will contact you next week to arrange a meeting time.
Source Music: Understood. It would also be nice if you could relay the message this week.
CBO Office: Okay.
April 19, 2021 marked over a month of waiting for So Sung Jin and Source Music. So Sung Jin messaged Min Hee Jin himself.
So Sung Jin: Can you send the debut concept, promotion plans, and other ideas for the 2021 debut team (currently NewJeans) this month?
Min Hee Jin: Yes, I will deliver it after organizing it.
Min Hee Jin: But Bang Si Hyuk is on vacation, so I will see him next week?
Min Hee Jin: I was meant to see him last week but I was a bit sick so I couldn’t.
So Sung Jin: Does the meeting with Bang Si Hyuk affect your work with the 2021 debut team?
Min Hee Jin: My priority is to organize my label.
Min Hee Jin: Shouldn’t the resource allocation of Source Music’s 2021 group be organized separately?
Min Hee Jin: The expenses problem for the group is also their job. It seems strange that things are being put into place without that issue being sorted out.
Min Hee Jin, the Shaman, the Shaman, the Shaman
Min Hee Jin was busy in the spring of 2021. While “N Team” was waiting for her branding material and plans, Min Hee Jin was discussing her plans with Shaman “K.” Min Hee Jin spent over ₩40.0 million KRW (about $28,800 USD) on the Shaman consultations in March and April alone.
She would speak poorly on Bang Si Hyuk with Shaman “K.”
Min Hee Jin: Today, I suddenly got a call from So Sung Jin.
Min Hee Jin: Bang Si Hyuk is taking his hands off the girl group work lol
Shaman “K”: April will show a great explosion in your skills.
Min Hee Jin: Bang Si Hyuk is all thanks to you.
Min Hee Jin: How could you have done it all of a sudden? This is like a dream?
Min Hee Jin: Did you change his mind? LOL
Min Hee Jin: Why did that pig suddenly drop out?
Min Hee Jin: Because he didn’t want to fight me?
She would question why she was still at Source Music when she could go out on her own.
Min Hee Jin: The plan is in the works.
Min Hee Jin: But I keep thinking do I really have to do it here?
Min Hee Jin: I think I can get other investment. Bang Si Hyuk’s money.
Min Hee Jin: Source would tell me to do things I want.
Shaman “K”: It has to be Bang Si Hyuk’s money.
She would talk about putting “N Team” into her own label.
Min Hee Jin: When I saw the company I thought it was such a waste.
Shaman “K”: I believe there will be a merger in three years.
Min Hee Jin: Oh, I want that to happen.
Min Hee Jin: The girl group will be under the name of my label. I beat out So Sung Jin.
Min Hee Jin: Who in the world would I run this label with though?
Min Hee Jin: I am on President Kim’s side but should I be on Bang Si Hyuk’s?
Shaman “K”: They are the 5 birds of a flock.
Min Hee Jin: LOL wow.
Shaman “K”: You should take President Kim out of Bang Si Hyuk’s company.
Min Hee Jin: Without guidance, that will be hard.
Shaman “K”: Everything will happen in three years.
Min Hee Jin also talked to the shaman about how she planned to resign from her CBO position at HYBE in July 2021 but would remain as an advisor. Her plan would be to create her own company and receive 30% of the investment money from Big Hit, 30% from Kakao, and the rest would be her own money. The Shaman tried to talk her out of investing her own money, saying her work would be her investment.
In the end, Min Hee Jin’s attitude isn’t showing one of collaboration with others. If the intended direction between the two parties are different, they were supposed to fight it out. If their common goal disappeared, then they should have fallen out with each other. But nothing happened, except waiting.
Who was the consultation group made for?
So Sung Jin first cast Minji in 2018. Hanni was cast in November 2019 through the Plus Global Audition. Haerin was street case in November 2019. At that time, she was a trainee at a different agency. In December 2019, her mother contacted Source Music and ultimately, she transferred to Source Music in February 2020. Danielle was a former YG Entertainment trainee who joined Source Music in July 2020. So Sung Jin personally worked to recruit Hyein, meeting her in person and convincing her parents. Hyein signed in January 2021.
Between 2018 and 2021, Source Music had 10 trainees in the running for NewJeans. Their goal was to debut in the third quarter of 2021, but evidently failed to come to fruition. The consultation team for the group was held back.
A message was sent by Bang Si Hyuk to Park Ji Won on May 7, 2021 regarding “N Team.”
I briefed Min Hee Jin on the image that Source Music wanted for “N Team” and she decided to go with that branding, but almost eight months have passed waiting for it to come into play.
I cannot proceed with it because Source not follow the timeline that was originally agreed upon.
— Bang Si Hyuk
Even with this, Bang Si Hyuk did not want to postpone the debut for “N Team” so he asked for opinions and even told Min Hee Jin to focus on “M Label.”
Source Music also wanted “N Team” first
Source Music’s original plan was to have “N Team” debut in the third quarter of 2021 and “S Team” (now LE SSERAFIM) to debut in the first quarter of 2022. But the date hit June 2021 and “N Team” was still working on their roles and responsibilities.
Dispatch was able to obtain a copy of the meeting minutes for a meeting about Source Music’s upcoming girl groups and here is what they found.
- “N Team” was Source Music’s originality team.
- Min Hee Jin would lead HYBE’s first girl group.
- From the perspective of the label, it was natural that “N Team” should be prioritized for debut.
- They were looking forward to the competition between Min Hee Jin’s girl group and her former employer, SM.
- “N Team” was higher priority than “S Team” but coordination with Min Hee Jin was the key point. If “N Team” was to be delayed to the first quarter of 2022, then “S Team” debut could be moved up instead.
Source also explained why they were unable to delay the debut of “S Team.”
Considering the popularity of the members in “S Team,” we could not postpone their debut any further.
In addition, “S Team” was proceeding in accordance with the plan, which was to debut in the first quarter of 2022. [note they did debut in May 2022, so the second quarter].
— Source Music
In the end, they worked together, but had different goals
On June 9, 2021, HYBE CEO Park Ji Won, Source Music CEO So Sung Jin, and Min Hee Jin all met. There, Park Ji Won mentioned how “S Team” may debut as the first HYBE girl group. Min Hee Jin immediately became angry upon hearing this and later, she went to Shaman K for advice.
Min Hee Jin: What if I wanted to bring the girl group memebrs to my own label.
Min Hee Jin: Sakura’s team has also been formed so I think there is justification for it.
Min Hee Jin: Could I start my group from the beginning again?
Shaman “K”: They are acting rashly and saying Sakura’s team is going first, use that against them
Min Hee Jin: Sakura’s team is going first, so I should take care of my group?
Shaman “K”: Make a big deal that you will pull them out.
Min Hee Jin: So Sung Jin is going to have a seizure lol.
Source Music wanted to debut “N Team” while Min Hee Jin wanted to pull “N Team” out of the company. In the end, Min Hee Jin won. Source Music allowed “N Team” to leave in September 2021 and instead debuted “S Team” in May 2022.
In the end, Source Music lost out on “N Team” while Min Hee Jin achieved her goal. But Min Hee Jin even turned to Shaman “K” for advice on which members to debut and which members to kick out.
Min Hee Jin: Then how many should be in the group? Should I get rid of [redacted]? 6 members? [redacted] is young and I’m not feeling her. A little punkish feeling.
Shaman “K”: 6 sounds good.
Min Hee Jin: Then I’ll remove [redacted] and anyway, So Sung Jin will probably put her in Sakura’s group. What do you think?
Shaman “K”: You’re right. You’re helping So Sung Jin with this and that. He’s such a dumb “father.”
Min Hee Jin: LOL
Messages omitted
Min Hee Jin: [Picture] Do you agree with getting rid of her?
Shaman “K”: I totally agree
Min Hee Jin: [Picture]
Shaman “K”: She looks like a total fool. Her eyes look like she has a second soul.
Min Hee Jin: Is she possessed by a ghost?
Shaman “K”: Totally. It’s dark under her eyes and she looks like she is completely out of it.
Min Hee Jin: She is eliminated, confirmed.
Shaman “K”: Confirmed.
Min Hee Jin: What about Danielle? She’s from America. Do you see anything? (I haven’t met her).
Shaman “K”: I don’t know her mind.
Min Hee Jin: Will she cause trouble?
Shaman “K”: It will be good for you when they enter the USA because of her.
Messages omitted
Min Hee Jin: Will the fools listen to me well? Is there anyone who will remember things?
Messages omitted
Min Hee Jin: I’ll leave out [redacted 1] and add [redacted 2] so that makes 7 members. Or should I also leave out [redacted 2] and have 6 members?
Shaman “K”: [redacted 2]. 6 members is not good.
Min Hee Jin: Okay. Is she mental?
Shaman “K”: Yes. It’s f***ing serious.
Min Hee Jin: Should I take out [redacted 3] for 5 members? Or leave her and keep it 6?
Shaman “K”: 6 members.
While the Shaman told her six members, NewJeans debuted as five. ADOR has also responded to Dispatch’s report, stating that there is false information shared in the report.
