NewJeans' hiatus hits 1 year; critics call the group's break 'fatal'; Find out more
NewJeans, now called NJZ, has been at the forefront of headlines for their feud with their management agency, ADOR. The group has been on a 'hiatus' for the past year or so amid the ongoing case.
Recently, critics in the music industry have been sharing their thoughts and opinions on how harmful this unintended break is going to be for the group in the future.
Critics share opinions about NJZ's 1-year hiatus
As per reports from K-media news outlet JoongAng Ilbo, critics have been labeling the girl group's hiatus as 'fatal.' Renowned music critic Kim Do Heon shared how, although "no one has passed that level of organicity and unity' like NJZ, their long break from releasing music and promoting on platforms can lead to the group's untimely downfall.
He pointed towards how the group may also be losing out on brand deals to other K-pop idol groups and celebrities who have remained active and consistent in the past year. Aespa's recent performance video using a popular phone brand for promotion and NMIXX, as well as Stray Kids, have all managed to score high-end brand endorsement deals from known brands.
The criticism and opinions on the group's hiatus poured in after one of the members, Minji, was officially removed from the ambassador list of one of the top luxury brands in the world.
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Hiatus 'fatal' for NJZ
Do Heon also shared how badly the break can affect the idols' careers. He shared that "K-pop is an industry that moves very quickly. With hundreds of new groups being released, a one-year hiatus is fatal to even the most successful groups [like NewJeans]."
The group has not been active since June last year, when they released their Japanese album 'Supernatural.' The ongoing case with ADOR has been a major reason for the group's lack of activity.
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