ADOR

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ADOR
Native name
어도어
Subsidiary
Industry
  • Entertainment
  • Music
GenreK-pop
FoundedNovember 2021
FounderMin Hee-jin (CEO)
Key people
  • Shin Dong-hoon (VP)
  • Kim Ye-min (senior creative director)
Services
  • Artist development
  • Artist management
  • Music production[1]
Owner
  • Hybe Corporation (80%)
  • ADOR (20%)
ParentHybe Corporation
Websiteador.world

ADOR (acronym for All Doors One Room) is a South Korean entertainment company established in November 2021 by its current CEO, Min Hee-jin, as a subsidiary of Hybe Corporation. After becoming CBO of Hybe Corporation in 2019, Min started planning to form a K-pop girl group. She subsequently decided to establish her own label to gain full control over the production process. The label's first girl group, NewJeans, debuted in July 2022 to immediate commercial success. After the group's second successful release, Hybe sold a significant portion of its stake back to ADOR and allowed a change in the board of directors that led to ADOR gaining increased autonomy. To promote the group, the label has collaborated with one of Hybe's subsidiaries, Weverse Company, to develop a NewJeans-exclusive mobile application, Phoning, which was successfully launched in July 2022.

History

2019–2022: Origins and establishment

After working for 16 years at SM Entertainment,[2] creative director Min Hee-jin left the company and became the chief brand officer (CBO) of Hybe Corporation in 2019.[3] That year, Min started planning to debut a K-pop girl group.[4] In November 2021, Hybe announced the establishment of the wholly-owned record label ADOR, with Min as its CEO.[5] Initially formed as a division of one of Hybe's subsidiaries, Source Music, ADOR was subsequently acquired by Hybe through an investment of |15.4 billion, becoming the first label to be established solely by Hybe.[6] The label's initial board of directors included as inside directors Min and two Hybe executives: chief financial officer (CFO) Lee Kyung-joon and head of corporate strategy Lee Chang-woo. Hybe supported the label through monetary investment and financial and corporate strategy consulting provided by their executives.[7]

In January 2022, the label hosted the online ADOR Global Audition.[8] The planned girl group, named NewJeans, debuted under ADOR in July 2022 with the release of the music video for their first single "Attention",[9] which topped South Korea's Circle Digital Chart.[10] That same month, one of Hybe's subsidiaries, Weverse Company, launched the mobile application Phoning, an artist-to-fan communication service developed exclusively for NewJeans in collaboration with ADOR.[11] NewJeans' first extended play (EP), New Jeans, was released in August 2023 to commercial success; it topped South Korea's Circle Album Chart and sold over a million copies, becoming the best selling debut album by a K-pop female act in South Korea and the only debut album to achieve this since the establishment of Circle Chart in 2011.[12][13] The marketing strategy implemented to promote NewJeans was considered innovative in the K-pop industry; Lee Seung-yoon, digital cultural psychologist and professor at Konkuk University Business School, analyzed the album rollout, highlighting their unconventional introduction to the public, use of transmedia storytelling in music videos, and close communication with fans through Phoning, among others.[14] In the second half of 2022, sales reportedly totaled up to 18.6 billion.[15]

2023–present: Increased autonomy

NewJeans' first single album, OMG, was released that same month.[16] The album topped the Circle Album Chart with over a million copies sold and spawned two singles including "Ditto",[16] the longest-running number-one song on the Circle Digital Chart and the group's first entry on the Billboard Hot 100 and the UK Singles Chart.[17][18] In the first quarter of 2023, sales had reportedly increased to 26 billion and the company had recorded a net profit of 4 billion. That year, Hybe sold 20% of its stake to ADOR. Industry analysts assumed that it had been sold to Min, but Hybe only stated that they had sold it "to our core management". In April 2023, Lee Kyung-joon and Lee Chang-woo left the board of directors and were replaced by Min's long-time collaborators Shin Dong-hoon, vice president (VP) of ADOR, and Kim Ye-min, senior creative director at ADOR; both had previously worked with Min at SM Entertainment. Analysts noted that the move would guarantee the label more autonomy. Hybe subsequently stated that the change had been enacted "to strengthen ADOR's artist management and production capabilities". Analysts interpreted both moves as "recognition of the capabilities of CEO Min and other key officials" at ADOR from Hybe chairman Bang Si-hyuk following NewJeans' commercial success. In the first half of 2023, sales had reportedly increased to 44.9 billion and ADOR recorded a net profit of 11.6 billion, becoming Hybe's sixth largest-grossing subsidiary.[15]

From March to June 2023, ADOR hosted a series of worldwide online and offline auditions, titled 2023 ADOR Global Audition – The Real Hybe Boys, to recruit members for a future boy group; offline auditions were held in South Korea, Japan, Thailand, Vietnam, United States, Canada, Australia, and New Zealand.[19][20] In May 2023, ADOR and the Korean Cultural Center in Thailand hosted the 2023 ADOR Onsite Global Audition in Thailand, open to both male and female trainees.[21]

Philanthropy

In December 2022, it was announced that ADOR and NewJeans would annually donate part of the profits from the group's album sales to The Snail of Love charity to fund cochlear implant surgery and speech therapy treatment for the hearing-impaired.[22] In February 2023, ADOR and NewJeans donated 200 million to the World Food Programme to help victims of the 2023 Turkey–Syria earthquake|earthquakes that struck Turkey and Syria that month.[23]

Artists

  • NewJeans

Products

Phoning

Phoning is a mobile application developed exclusively for NewJeans by ADOR and Weverse Company.[6] The app was launched by Weverse Company on July 25, 2022.[11] Created as a marketing tool to promote the group, Phoning was the first app to be developed by Weverse Company for a specific artist. Users can interact with members of NewJeans through multiple features, including a live stream service, a private messaging service, a photo album, and a calendar detailing the group's upcoming schedule. The private messaging service was initially limited: NewJeans' members could send messages but users could not reply.[6] In December 2022, the app implemented a subscription-based private messaging service, priced at 9,000 per month or 99,000 per year, where users could send messages to the members.[24] Upon release, users could also dress avatars of the members in different outfits and virtually decorate albums, but the features were discontinued following the end of promotional activities for the group's first EP.[6][25] The app is designed to mimic a phone: NewJeans' members appear listed as "friends", while live streams are dubbed as "calls". Based on NewJeans' concept, the app's visual style is inspired by the design of 1990s Nokia phones and the Y2K aesthetic.[25]

Ten days after its release, Phoning had been downloaded more than 50,000 times through Google Play.[6] Writing for Mashable, Elizabeth de Luna appreciated its design and unique features, but lamented the app's slowness, the limited notification settings, and the inability to talk to other fans.[25] Upon release, pop culture critic Jeong Deok-hyeon called the app an "aggressive marketing strategy" that, if successful, could have further shortened "the profit recovery period" by helping the group establish a loyal fandom. Analysts speculated that Hybe had used the app to test the private messaging paid service, which could have been eventually implemented on their main artist-to-fan communication service, Weverse, depending on Phoning's performance.[6] In April 2023, Weverse announced they would launch a subscription-based private messaging service in line with Phoning's own private messaging service.[26]

Discography

Date of release Title Artist Type Format Ref.
August 1, 2022 New Jeans NewJeans Extended play CD, digital download, streaming [9]
December 19, 2022 "Ditto" Digital single Digital download, streaming [18]
January 2, 2023 OMG Single album CD, digital download, streaming [16]
April 3, 2023 "Zero" Digital single Digital download, streaming [27]
July 7, 2023 "Super Shy" [28]
July 21, 2023 Get Up Extended play CD, digital download, streaming [29]

References

  1. ↑ Lee, Ji-hye (September 20, 2023). '노력하는 천재' 방시혁, K팝 아닌 '팝'으로 글로벌 승부 ['Efforting genius' Bang Si-hyuk, global match with 'pop', not K-pop]. The Bell (in 한국어). Retrieved September 25, 2023.
  2. ↑ Choi, Hee-jae (December 2, 2021). 민희진 "SM 이사 1년만 퇴사→하이브行…이수만과 울었다" (유퀴즈)[종합] [Min Hee-jin, “SM director left after one year → moved to Hybe… I cried with Lee Soo-man” (You Quiz) [Comprehensive]]. Xports News. Archived from the original on July 22, 2022. Retrieved September 19, 2023 – via Naver.
  3. ↑ Choi, Ji-won (July 19, 2021). "Who are the key players at Hybe in the post-Bang Si-hyuk era?". The Korea Herald. Archived from the original on May 7, 2022. Retrieved September 19, 2023.
  4. ↑ Lee, Seung-gil (December 1, 2021). 민희진 "하이브 새 걸그룹, 2년 전에 이미 노래 준비" ('유퀴즈') [Min Hee-jin "Hybe's new girl group already prepared a song two years ago" ('You Quiz')]. My Daily (in 한국어). Archived from the original on December 2, 2021. Retrieved September 19, 2023 – via Naver.
  5. ↑ Lee, Jae-lim (November 12, 2021). "Hybe to establish new music label with Min Hee-jin at helm". Korea JoongAng Daily. Archived from the original on July 2, 2022. Retrieved September 19, 2023.
  6. ↑ 6.0 6.1 6.2 6.3 6.4 6.5 Kang, Eun-kyung (August 3, 2022). BTS 의존 탈피하려는 하이브, 신인 걸그룹 '뉴진스' 띄우려 전용 소통 앱 실험 [Hybe, trying to break away from dependence on BTS, experiments with a dedicated communication app to promote new girl group ‘New Jeans’]. Hankook Ilbo (in 한국어). Archived from the original on March 31, 2023. Retrieved September 20, 2023.
  7. ↑ Choi, Pil-woo (November 18, 2021). 하이브, '자체 레이블' 어도어 설립…'재무·글로벌' 지원 [Hybe establishes ‘own label’ Adore… ‘Financial/Global’ support]. The Bell (in 한국어). Archived from the original on March 29, 2023. Retrieved September 20, 2023.
  8. ↑ Kim, No-eul (December 1, 2021). 하이브 新 레이블 ADOR, 글로벌 오디션 개최…민희진 진두지휘 [Hybe's new label ADOR holds a global audition... Conducted by Min Hee-jin]. Xports News (in 한국어). Archived from the original on September 9, 2022. Retrieved September 20, 2023 – via Naver.
  9. ↑ 9.0 9.1 Dong, Sun-hwa (July 22, 2022). "'Attention': Hybe's girl group NewJeans arrives on K-pop scene". The Korea Times. Archived from the original on September 21, 2023. Retrieved September 9, 2023.
  10. ↑ "Circle Digital Chart – Week 34, 2022" (in 한국어). Circle Chart. Archived from the original on August 26, 2022. Retrieved August 25, 2022.
  11. ↑ 11.0 11.1 Kim, Seul-gi (July 29, 2022). 하이브 '뉴진스'로 보는 위버스컴퍼니 활용법 [How to use Weverse Company through Hybe’s ‘New Jeans’]. The Bell (in 한국어). Archived from the original on July 29, 2022. Retrieved September 20, 2023.
  12. ↑ "Circle Album Chart – Week 33, 2023" (in 한국어). Circle Chart. Archived from the original on December 22, 2022. Retrieved August 6, 2023.
  13. ↑ Hong Yoo (February 20, 2023). "NewJeans debut album "New Jeans" sells 1M copies". The Korea Herald. Archived from the original on February 20, 2023. Retrieved February 20, 2023.
  14. ↑ Lee, Seung-yoon (May 17, 2023). 콘텐츠 소비방식을 뒤집었다 … 뉴진스가 만든 뉴트렌드 [디지털로 읽다] [The way we consume content has been overturned... New trend created by NewJeans [Read digitally]]. Maeil Business Newspaper (in 한국어). Archived from the original on May 26, 2023. Retrieved September 20, 2023.
  15. ↑ 15.0 15.1 Kim, Kyung-tae (September 18, 2023). [이사회 분석]'뉴진스 소속사' 어도어, 방시혁 신뢰로 '자율성 강화' [[Board analysis] 'NewJeans agency' ADOR, 'strengthening autonomy' with Bang Si-hyuk's trust]. The Bell (in 한국어). Archived from the original on September 19, 2023. Retrieved September 18, 2023.
  16. ↑ 16.0 16.1 16.2 Min, Shin-hee (January 27, 2023). "Girl group NewJeans's latest EP 'OMG' sells one million copies". Korea JoongAng Daily. Archived from the original on February 19, 2023. Retrieved March 25, 2023.
  17. ↑ Kim, Hyun-sik (March 23, 2023). '온 차트가 뉴진스'…'디토' 1위 질주 언제까지? ['On the chart is New Jeans'... How long will 'Ditto' run for first place]. Edaily (in 한국어). Archived from the original on March 24, 2023. Retrieved March 23, 2023.
  18. ↑ 18.0 18.1 Hong, Yoo (January 18, 2023). "NewJeans' 'Ditto' lands on Billboard Hot 100 at No. 96". The Korea Herald. Archived from the original on January 18, 2023. Retrieved January 18, 2023.
  19. ↑ Cho, Yong-jun (March 28, 2023). "Entertainment agency ADOR to host auditions for new boy band members". Korea JoongAng Daily. Archived from the original on August 14, 2023. Retrieved September 19, 2023.
  20. ↑ Yeo, Gladys (March 28, 2023). "NewJeans label ADOR launches global auditions for new boyband". NME. Retrieved September 19, 2023.
  21. ↑ Tangsathaporn, Poramet (May 27, 2023). "K-pop auditions see 2,500 hopefuls". Bangkok Post. Archived from the original on September 19, 2023. Retrieved September 19, 2023.
  22. ↑ Lee, Jeong-beom (December 29, 2022). 뉴진스, 청각장애인 위해 매년 음반 매출 일부 지속 기부…선한 영향력 [New Jeans continues to donate a portion of album sales every year for the hearing impaired... good influence]. Xports News (in 한국어). Archived from the original on April 13, 2023. Retrieved April 13, 2023 – via Naver.
  23. ↑ Cho, Yong-jun (February 17, 2023). "NewJeans donates 200 million won to help earthquake victims". Korea JoongAng Daily. Archived from the original on February 19, 2023. Retrieved February 20, 2023.
  24. ↑ Lee, Eun-young (January 30, 2023). 팬 플랫폼 라이벌 위버스·디어유, IP·서비스 확대로 대결 [Fan platform rivals Weverse and Dear You face off with IP and service expansion]. Chosun Biz (in 한국어). Archived from the original on May 31, 2023. Retrieved September 20, 2023.
  25. ↑ 25.0 25.1 25.2 De Luna, Elizabeth (August 28, 2022). "A guide to K-pop fan apps". Mashable. Archived from the original on September 9, 2023. Retrieved September 20, 2023.
  26. ↑ Cho, Yong-jun (April 24, 2023). "Private messaging service Weverse DM unveiled for K-pop fans". Korea JoongAng Daily. Archived from the original on August 17, 2023. Retrieved September 20, 2023.
  27. ↑ Choi, Ji-won (March 31, 2023). "NewJeans and Coca-Cola collaborate for a new song". The Korea Herald. Archived from the original on April 12, 2023. Retrieved April 13, 2023.
  28. ↑ Zellner, Xander (July 18, 2023). "NewJeans Hit No. 1 on Emerging Artists Chart Thanks to 'Super Shy'". Billboard (magazine). Archived from the original on July 28, 2023. Retrieved July 28, 2023.
  29. ↑ Cho, Yong-jun (July 28, 2023). "NewJeans's 'Get Up' sells over 1.65 million copies in first week of release". Korea JoongAng Daily. Archived from the original on July 28, 2023. Retrieved July 28, 2023.

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