Studio side "Change in Adore policy"
Adore "Expresses strong regret over false information"
Dolgoraeyugudan Studio, which collaborated with the group NewJeans to produce the music video (MV) for "Ditto," announced that future collaborations with ADOR have become impossible. All previously posted videos have also been deleted. However, ADOR has strongly denied this, calling it the spread of false information.
On the 2nd, Shin Wooseok, CEO of Dolgoraeyugudan, posted on his Instagram, stating, "It seems there has been a change in ADOR's policy following a change in management," and claimed, "Due to ADOR's deletion request, all NewJeans MV-related videos, channels, and upcoming videos that Dolgoraeyugudan worked on and uploaded can no longer be made public."
Dolgoraeyugudan is a studio specializing in producing advertisements and film videos. During the tenure of former ADOR CEO Min Heejin, they partnered with ADOR to produce MVs such as "Ditto" and "ETA." Their unique directing style, known among fans as the so-called "camcorder aesthetic," received positive reviews and contributed to NewJeans' early surge in popularity. Additionally, CEO Shin signed a petition opposing the dismissal of former CEO Min.
CEO Shin explained, "The Dolgoraeyugudan and Ban Heesu YouTube channels are primarily operated as portfolio archives of our work, and they generate no revenue whatsoever," adding, "These videos and channels were created voluntarily with the intention of producing good works for the fans."
However, he said, "Due to ADOR's changed stance, all videos have been deleted and cannot be made public," and "From today onward, it seems Dolgoraeyugudan will no longer be able to collaborate with ADOR."
He bowed his head, saying, "There are projects we promised to work on with the NewJeans members in the future, but it is regrettable that we cannot keep those promises," and "I am sorry to the staff who worked overnight for months and, above all, to the fans who have been waiting."
However, in response to Dolgoraeyugudan’s claims, ADOR issued a rebuttal statement on its official social media channels on the 3rd. ADOR stated, "The director’s cut of the music video posted by Dolgoraeyugudan on their own SNS channel included edits that had previously been disputed with the advertiser and was posted without the advertiser’s consent," adding, "The copyrights of NewJeans’ music videos and all related works belong to ADOR under contract."
ADOR further stated, "The ETA music video and its edits must be posted on our official channels to protect the artist’s rights," and "We only requested Dolgoraeyugudan to stop posting the director’s cut video; we never demanded the deletion or suspension of uploads of all NewJeans-related videos on channels such as Ban Heesu’s, nor has ADOR’s channel operation policy ever changed."
ADOR said, "CEO Shin is spreading false information suggesting that ADOR demanded the deletion of not only the director’s cut video but also all NewJeans-related videos on channels like Ban Heesu’s," expressing "strong regret," and added, "We will take the best possible measures to ensure that the deleted content can be uploaded on ADOR’s official channels in the future."
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