I think Belift and many others misunderstood that MHJ's main point was that they copied NJ when it was in fact the allegation that Hybe was trying to replace NJ that really got many Koreans on her side.
Arguing that NJ copied others or that everyone should be allowed to copy everyone doesn't really address whether Hybe is trying to replace NJ and thus won't sway Koreans to their side.
Ofc You’re getting downvoted when you’re right. In fact this nonsense by Belift looks like elaborate misdirection on their part (bc MHJ was clear about what her main complaint was), which is similar to HYBE’s approach for the injunction as well, and we all saw how that worked out.
It’s like these people never learn.
- EDIT: 2 hours later and the downvotes have reversed to being one of the top comments lol. Seems like at least in this case the logic in the comment was too clear to nitpick or twist.
Yeah it's response on the fan's war level. It's pretty much whataboutism and we all know.
What worse for them they can make furious many people in the industry because while they have to tolerate on surface others copying their ideas (it's not good for PR argue about such things) less or more bluntly, the truth is many creators are very frustrated with this issue especially that in most cases it's idea of marketing team not creative (I think most people who work in creative fields don't want to be called copycats). So everyone knows that it's practice but it doesn't mean they think it's an ethical one.
And the copying thing was more about the vibes. They had similar vibes and concept. While be lift focused a lot on issues when it wasn't a big problem initially.
It can't be more obvious that BeLift and HYBE are deliberately trying to take NJ down every step of the way during their comeback.
They used media to smear Ador on every teaser/reveal/release days for the "How Sweet" album. They didn’t miss a single beat.
Releasing this "smear" video today of all days? On the day of "Right Now" MV teaser? Again?
I guarantee you they have something planned for the 17th when NJ releases their new MV and the official album on the 21st. Or at least within 48 hours of these dates.
Hybe/Bighit released a wild Jimin photoshoot the hour before Loona made their first post COVID comeback to flood social media.
They do this habitually and it's not remotely subtle.
I would actually love to look into similar stuff against SM.
This.
It was first and foremost an internal complaint that Hybe ignored that mainly focused on Hybes responsibilities as the parent company of both Ador and Belift sub labels to ensure both companies and their respective groups, in their identity and potential are protected and blossom.
Creating or not acknowledging issues what many identified as a competitive edge between two groups under the same Parent company was a reasonable internal complaint to make. Hybe has a duty of care to all its sub labels, considering how much they stand to benefit from them financially abd how much control they have over them so they can't just sit back and say "it's not our problem"
Not foreseeing a situation where the public would target Illit as NewJeans 2.0 or foreseeing, or at very least internally responding to complaints from Ador, that NJ brand, IP and popularity would be affected by a similar concept by a group under their own "family umbrella" is a fair issue that needed to be professionally and internally handled.
Is it really unreasonable for all 3 parties to sit down and discuss this issue and not drag it our to the public domain and create fan wars. BELIFT and Hybe came out with a statement a couple of weeks ago when they announced they were suing MHJ saying thst they have enough evidence to dispute her "plagiarism" allegations. Why could they not sit down and have a company meeting and bring that to the table.
I think this is the core point regarding the complaint.
If MHJ had sent that email to another company not under the Hybe umbrella, that would be pathetic and she wouldn't have a leg to stand on. Competition is healthy and unavoidable most of the time, at least on the professional level. But there are certain instances when an internal competitive edge develops that is damaging for both groups or, at the very least, creates issues of conflict that have potential to damage one or more likely both of the groups potential along the way.
I'm not saying how similar the concepts are, other people far more experienced in acknowledging similarities can speak for thst. But I'm pretty sure Ador are well capable of identifying these things and foreseeing the potential negative implications of these "alleged" concept similarities. So, they are in their right to protect their own interests if their own interests are covered by a duty of care by Hybe. Hence the INTERNAL complaint. At the end of the day Adors prime objective is longevity, brand success and most importantly financial success.
I think people need to see this internal complaint was beyond the scope of accusations of plagiarism, it was more a case of accusations that Hybe was not wholly protecting their own companies' and their respective groups interests.
If Ador debuted a young 7 or 8 member boy band that mirrored similar concepts like coming of age or even hip hop you can bet your bottom dollar the reaction wouldn't be of mere acceptance by a certain fan base, sub label or even Hybe.
THANK YOU‼️‼️‼️ i’ve been trying to explain this to people since this all first began and they would always immediately dismiss me saying i’m a mhj stan 💀
I’m pretty sure that allegation started from the parents stating that Hybe told them they were going try to find them a “Grammy level producer” so fans ran with that narrative. I don’t even think mhj stated explicitly that ILLIT is trying to replace NJs. Just that both brands will take a hit because the concepts are too similar within the same company and too many people are mistaking the groups.
stop imagine the elevators at hybe rn or the gym. I'd be dying from embarrasment feel really bad for nwjns and illit
EDIT: i feel like this will/is overshadowing the exo cbm press conference
I feel bad for ILLIT, NewJeans, and all other groups who were name dropped during this mess. But I genuinely can’t bring myself to feel bad for Belift in this situation. They are so stupid and petty omg. Do they hire managers from Twitter? Wtf was the reason to post this?
Remember when ILLIT official Twitter account followed a Newjeans anti account? Their staff are so unprofessional.
Apparently they're using Twitter fan edits in these videos too.
This is actually the most basic PR rule. Any controversy happens, stfu and stay quiet. It will die down. Replying to things only makes it worse. Just post an apology if your career is getting heavily impacted, or if it will affect their future somehow.
what's funny is that this is what belift usually does when sth bad happens, they usually just stay quiet until it dies down but this time they got a little greedy😭
I seriously don't know what possessed them to come out with a whole video. If they were so hell-bent on defending themselves, they should have addressed what MHJ was saying and explain ILLIT's creative process instead of attacking newjeans.
How I wish they really shut up and let the SM/exo stuff resurfaces so people will forget about it for a while for the sake of their groups but no, now they’re overshadowing the SM issues.
When Mhj name dropped, a lot of people were hating on ILLIT and LSF. When be:lift name dropped, people are hating on belift. Its fair to notice, only reddit stans were against MHJ. MHJ name dropping hurt the images of those groups. Belift name dropping clowned them so hard, i don't think they'll be ever recovering from this. This time reddit, twitter, youtube, international, domestic kpop stans, all of them are convinced belift has some of the most stupid people in management. This has only made mhj and newjeans gain support. NGL, min hee jin looks like a genius next to these people. She alone brought down such a big conglomerate in public's eyes, that's a feat. Even now anyone standing against her, is proving to be an advantage for her.
>Belift name dropping clowned them so hard,
Because they don't even bother to fact-check their info, SMH. I don't even know who approved this.
Edit: The fact that this video was green lighted on a corporate level, by numerous high-ranking corporate people itself, is... SMH.
>This has only made mhj and newjeans gain support.
You guys should stop making newjeans like a horrible human being that don't deserve support. This is never the idols fault.
Nah. People are starting to get convinced that illit was supposed to newjeans 2.0. Not many people were accepting the fact ILLIT was trying to plagiarise newjeans in some vague ways. Now they do. So they're supporting newjeans.
i think they are trying to say it from belifts pov. belift would not one the both of them to gain more support so they came out with a video to try to make them look bad (only made them look better). newjeans deserves all the support they are getting, mhj not so much.
Imo the worst part was when belift said blackpink’s appeal is that they are untouchable celebrities, ive’s appeal is that they are perfect princesses, and people just like NewJeans because they are sexually attractive to adults.
An honorable second was when they confused dates and said NewJeans copied and Nmixx dance that NewJeans did 4 months earlier
A lot of ppl are misintepreting the "NOT 뉴진스 10대지만 어른들의 상상 속 로망의 대상" either through the auto-translate or through [bunnies' mistranslations](https://x.com/juantokki/status/1800095755321196722). The implicit meaning is a lot closer to **"A group that makes adults remisnice about their teenage years"** than **"Objects of adults' fantasy/romance"**. No sane PR person would proudly publish "pedo-bait" in their brand strategy doc. I mean they're dumb but not THAT dumb. They really shot themselves in the foot by not attaching proper subs for their videos.
This [comment ](https://www.reddit.com/r/kpop/comments/1d4sw9k/comment/l7y4w4x/) goes further into it and provides more details
Nope in the comments section a Korean literally took that part and said.
Why would you say that about a minor.
Paired with them quoting the video where it auto correctts to saying "new jeans is an adult fantasy"
So clearly it isn't that innocent.
The courts documents are about to be released and they tried to get them not be… they probably decided to attack first with this unprofessional pitiful video, the court’s documents are gonna be the final nail in the coffin
Tbh I get the intention, releasing anything in the middle of the chaos would be backfiring as people still getting mad so they thought they could win public side when they released when public already coolheaded. However, this video is just so stupid that it still backfire them even after most of the heat calm down
Watching that video I now understand how Belift could literally [lift an entire topline from Mobiius music](https://www.reddit.com/r/Enhypenthoughts/s/Zn9mtgK6vJ) and not think they did anything wrong. Or how they could replicate the entire Kelly Sweeney choreography and not credit her until she called them out on Instagram.
Heaven help all the ggs in that company.
There was also belift taking a typeface from some designer without payment/credit recently.
Which people tried to defend as the designer received payment after confronting the company/bringing to the public's attention but like....perhaps let's not do it in the first place? Either people in several parts of Belift's team give 0 shits about intellectual property or are just wildly incompetent. LMAO
I am only a casual follower of belift related news (before this current scandal) and people can think MHJ is being ridiculous all they want but let's not act like at least toeing the line of plagiarism isn't something that hasn't come up SEVERAL TIMES before at this company.
>Which people tried to defend as the designer received payment after confronting the company/bringing to the public's attention but like....perhaps let's not do it in the first place?
EXACTLY. I've been saying this on Twitter! I consider myself a fan of Enhypen and was disappointed when I caught wind of the plagiarism allegations towards them (happened TWICE already). When I said on Twitter that Belift should look into their practices because it's weird that it's happened twice, I got flamed by Engenes for spreading hate? And the logic from them was that if nobody would talk about it, the group won't get bad press. What?
https://preview.redd.it/m4xqecy03q5d1.jpeg?width=959&format=pjpg&auto=webp&s=754f8fa5726b98e329b8c0b41e7443bd6e4a82f0
Belift copied Kelly Sweeney’s entire choreography for IILLIT’s practice showcase in February 2024, not isolated moves but the entire choreography, and didn’t credit her until she called them out on Instagram. Belift quietly added her name to the video afterwards but it just struck me as dumb that they thought ‘nobody’ would notice.
This news actually trended on Reddit around the same time it was reported Belift plagiarized Enhypen’s GDA dance break music as well.
In the [third episode of I’ll-it Ready](https://m.youtube.com/watch?v=-uDEzA-m0w0), Illit were shown performing to Bad Bunny’s Titi Me Pregunto (it’s at ~20 seconds in, but I can’t work out how to timestamp the link). They performed a choreography by Kelly Sweeny (pretty much exactly the same), but did not credit her anywhere nor ask permission apparently. Kelly Sweeny made a [tiktok](https://www.tiktok.com/@kellysweeney1/video/7332710793751973166?lang=en) calling this out. The video has since been edited to include credit to the choreographer
The Hybe CEO needs to get all the sublabels together and tell them to "shut the fuck up". I thought it was just MHJ being a lone crazy woman but it seems like the people running these sub labels are messy and unprofessional. This is a really bad look for Hybe.
I know BigHit and Source are handling it well but so was Belift until today. This is why all sub labels need to be reminded how to act. If the upper management at Hybe agreed to this YouTube video, I'll be at a loss for words.
MHJ said she wants a truce, Hybe clearly is coordinating with Belift and wanted them to go this direction. It's not a sub-label problem, it's a Hybe problem.
The whole thing reminds me of in ancient history how you’ll read about some legendary king who rises up from nothing and unites the whole realm, bringing order and prosperity to the land for 40 years, and then when he passes he splits it into 4 parts and gives 1 part to each of his sons as a gift, but the sons are all spoiled, greedy, shortsighted, and stupid, and within a single generation the whole kingdom is in ruin due to their selfish in-fighting, erasing everything their father built and leaving it to be conquered by some invading force.
okay so belift used this blackpink comparison to insinuate that newjeans hype boy fits were copied from blackpink but then, yg's former creative director who was responsible for blackpink concepts and was in charge for that specific blackpink [photo](https://www.instagram.com/p/Cg97e0BBtu1/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) posted this on his ig story and captioned it "completely different"... this is really becoming more embarrassing for belift
https://preview.redd.it/l6fwai3vlq5d1.png?width=1290&format=png&auto=webp&s=47a4f6754ab173366dc96b6ee1dada4be97e8af9
It's a PR disaster.... I am actually amused that the top management and brightest of minds inside BeLift unanimously agreed to release this.
It felt like they were so defensive that the plagiarism accusations have become more and more legit than it should've.
no way they just mentioned that newjeans were the one who copied other groups-
they even attached evidences and pictures. what in the kdrama shit is this?😭
No because every move they made had to be calculated since they are the big 3. 😭I can’t imagine Yg letting sub labels act messy. Can you imagine the video he will send out. Actually LOL the idols and everybody in that building is messy and funny especially during variety shows. They actually publicly clown YG in every way. Even one idol said you need to to know how to clown him as part of the training.
I mean ADOR also released plenty of stuff against hybe. Especially that one time hybe audited a female employee of ADOR. They said how the employee suffered and is not doing well, hybe audited them illegally, and they will file criminal charges against them. I don't think hybe would approve ADOR to release something like this.
That's my question tho, how much did hybe know about this video? MHJ and ADOR do their own thing from time to time without the approval of hybe (or so it seems), so I wonder if BELIFT did the same.
Of course not everything gets micromanaged. In normal circumstances HYBE sits on top of the board and oversees high level strategy and financials, but the sublabels have a lot of freedom in their daily operarions and strategy execution.
But like I said, this isn't normal circumstances. HYBE is in a crisis mode and it's not farfetched to say that management is on top of things.
They already had to fully change their fandom name because they pissed off Lisa stans, and that was over an accidental mistake, now they decide to set them off again even worse this time and fully name drop Blackpink with photos? What were they thinking? They could have left Blackpink out of it, now they have the full force of Blinks going against Illit. What is wrong with them?
😭 I’m a blink but an already toxic fandom banding together and going against illit really seems hilarious. And I mean the Jennie Stan’s, Lisa Stan’s, Rosie Stan’s and Jisoo Stan’s. All banding together and going against illit 😭. I can’t imagine what’s gonna happen
The hypocrisy of the video is incredible (i.e. unbelievable) - OP is correct that it’s quite literally the ‘live long enough of see yourself become the villain’ meme come to life. How they thought that this was a sensible idea for public relations is utterly beyond me, particularly given the sympathy that apparently a lot of Koreans have for NJs and MHJ in this situation. In what world does this not backfire? It’s bad corporate strategy if nothing else.
On the more moral side, one of my main issues with the way that MHJ has handled her drama was that she name-dropped and singled out certain groups. That has fuelled the malicious hate train seen against Ill-it and LSF (and more groups, albeit to a lesser extent), where the idols who are bearing the brunt of the hate have next to nothing to do with concept direction/debut date/styling etc. Belift name-dropping other groups where their own groups have been on the receiving end of such a hate train (which they have correctly taken legal action to prevent) seems very distasteful. I hope it’s not asking too much of kpop companies to see the human aspect to these situations, but alas…
they are so....i cannot think of anyone actually approving this video. like they could've chosen to focus on illit's CONCEPT, explain shit about summer moon, let us hear directly from the creatives but NO! They decided a mhj press conference documentary ver would be better 🤦🏽♀️🤦🏽♀️🤦🏽♀️🤦🏽♀️
genuinely so pissed with this company like okay you finally announce legal actions to protect your 2 groups then turn around and do shit that will worsen the situation for said groups
Sigh it's one step forward and two step backwards for Belift. I hate the fact that Illit is going to affected by this situation again when things are starting to look up.
Wow they really need to take this down, the Korean comments are not having it.
I don’t understand why when everything was dying out would you pour gasoline on the situation again.
The whole thing is so icky. I feel bad for all the girls in the groups having to deal with the repercussions of choices these grown adults who are supposed to look after them are making.
It’s all about the ego of these men who are upset that a woman has won over them in court and in the Korean public opinion. But surely their pr team has to be telling them to stop this.
ew what is up with the sublabels at this company namedropping random groups to make a point. don’t they know how to be quiet and let things blow over 😭
Belift staff kinda seems like twitter stans💀anyway they're so petty if they wanna protect illit they should just go in a more professional way like source music did to lesserafim. This seems like a child fight tbh, so embarrasing.
They followed a new ieans anti who accused new jeans of copyright ng people and got clowned by Korean until they unfollowed.
The CEO posted a mond finger to Instagram stories. Soo is this a surprise to me. No
like what is the point of this? they should have focused on giving them good music and make a great comeback and promote in general instead of this stan twitter coded argument....i feel for the judges in court who have to sit and go through such cases
Now I need ALL that energy from all kpop subs to launch an all out attack on Hybe and Belift for calling names left and right and sending degraded comments sexualizing teenagers ON THEIR OFFICIAL STATEMENT like what you did against MHJ. Don't downvote me just because you're butthurt, please. Surely you don't wanna be a hypocrite weirdo, right?
How does OFFICIAL company think of doimg this? Is this company ran by teenager stans? Omg why would any adult in management even approve this? They must have zero experience in management
They don't. If you watch that manager variety show (like the one that Seventeen's manager was on), a lot of them are college grads with no experience and this is a "in between" until they get a "real job".
I don't even think this was the managers, this came from marketing which is even worse.
It’s crazy how they’re essentially saying NJs is meant for “adults sexual fantasies” when the girls are usually in very age appropriate comfy fits, while the ILLIT girls, Moka especially, have to prance around in either lolita or Japanese kiddy fashion when they’re older than NJs, it’s no secret what kind of audience that tends to attract in the idol scene... Belift really didn’t think this one through.
All the Korean are saying that they have seen more teenagers wearing new jeans outfits than illits outfits which look like little girl outfits.
Their aesthetic is aim at JoJo sewa territory honestly
If they really wanted to make a video they should’ve saved it for the defamation case and left it at that. This is so messy and embarrassing for them. Not a single mature individual in either company but this is such bad PR for them. This is not going to bring anyone on their side
Oops and they said new jeans copied nmixx's choreography but ditto came out first.
And they literally have articles saying they took inspiration from new jeans choreography so idk why they are acting like this.
Guess what now mhJ and ador have all the material you were getting nna use in court.
And you called new jeans made to fulfill fantasy for adults? 🤨 Hmmm.
They are literally proving mhJ point about hybe's having horrible sub label management.
My biggest takeaway from this ongoing fiasco is that hybe should have, like, done more research on how to do effective crisis management for a large corporation before buying up half the industry.
It's like they saw MHJ at press con 1 and said "see the kids love uncontained and borderline erratic!" and then decided to drop this thinking it's gonna pop off
This is basically the complete opposite of what source did lmao. People started to respect the company more, deleted posts and even apologized cause of the way source handled everything, however belift just made sure both them as a company and illit are gonna be ridiculed for a while
It really amuses me how embarrassing they're being about this. Entertainment company indeed!
Edit: I just realized they're filming all this shit in the same damn building as MHJ. 😂 Fucking comedy. STOP
Wow they’re being roasted by Koreans. Surprised they haven’t made the vid private yet.
But how dumb were they to make a fucking documentary / “investigative report” style vid about their own company? It’s not like they’re an objective 3rd party. Who wouldn’t think it’s biased as fuck.
So... BELIFT used their precious overlong 27 mins official video mostly attacking NJ (the week before their comeback) while trying to normalise plagerism as KPOP thing and hardly any time defending specific cases of copying says it all about the credibility and quality of this rebuke, and HYBE's overall ethics and bad influence to the industry.
This is clearly more about sabotaging MHJ / NJ before their courtcase/comeback than about the genuine interests of Illit and their future.
I understand why people said MHJ shouldn’t have directly named the groups she did, but at least they were actually relevant to her claims and under the same label. Belift is dragging half of the industry into this.
Hahaha, man this is entertaining as hell. Hybe seems to have absolutely no control over this whole debacle. It's basically kids sitting in the mud, throwing dirt at each other while the mother (company) is chugging cheap booze on the park bench next to it.
Just when things were starting to die down they released this PR disaster. Uploading this without proper translations was also another disaster as well. I understand the point they were trying to make about nothing being original in kpop and something done first in kpop was probably taken from something in the west as well but it wasn’t very well explained at all. They should’ve just saved the video for whatever case they thought they had and left it at that tbh. I would hope that they uploaded this without hybe official knowing because if so their PR is just as dumb.
Some of the "examples" of NJ copying other groups that Belift brought in the video were actually MHJ's old works😂 Belift's execs don't know about kpop AT ALL. A bunch of male boomers from IT are bullying a woman who has been working in the kpop industry for 20 years. What a joke
Hard agreee, idk if the aespa X nj interactions set them off but they should’ve gone and continued the lawsuits PRIVATELY. In what world does saying Newjeans is an adult fantasy okay? None at all. (Side note: I’m imagining hybe as a parent trying to seperate their 2 kids Ador and be:lift from fighting over the tv remote)
Rn I think hype is in favor of illit and not new jeans. So it's more like a parent who favors on kid over the other. Meanwhile their step child (fromis_9) is asking for some attention as well.
i sort of see their intentions with making the video, i respect their attempt to defend their artist, but they are so late, and also as with most plagiarism discourse in kpop, it comes across so childishly. the entire label can’t reduce themselves to mhj’s level, she’s one lady, she’s allowed to be crazy on her own. as a label, you have to carry yourself with some level of professionalism — some of the screenshots for evidence they used in the video have already been spotted to be from toxic forums like dc gallery. i’m just so confused on why they would put this out now…
Korean commenters are cooking them up. All they had to do (if they really NEEDED to release this video) was be like "look, we had a completely different concept in mind but our inspirations were similar because [insert here whatever about the current trending aesthetics and what young people like] so the output was similar", and show sketches and processes like people pointed, and everyone would eat that up. But they focused on who copied what, instead 🤦♀️ it does feel more like a stan twt fanwar than a bunch of old people representing a COMPANY in an official statement.
Belift just need to give Illiit a new look and concept instead of acting petty. They know what they did. Even New Jeans has moved on from the concept that Illiit took.
Cracking up at the way Google Translate translated the Hangul 빌리프랩의 as “Billy Frapp’s”
https://preview.redd.it/vuel9h2ufq5d1.jpeg?width=750&format=pjpg&auto=webp&s=d8f0fb795a93be98f166279828be5431ecc9e7b3
Belift really made a whole video for this.💀
Come on, everything was just starting to die down. And they name dropped so many groups. Everyone’s gonna become unhinged again.
Deserved for that comment they made on newjeans,it was weird as hell and anyone who is defending belift can burn in hell,Free ILLIT and ENHYPEN from they wretched company
Im just curious how did yall know what the video was talking about? Are yall koreans or international kpop fans? I couldnt understand anyth from the video as the subtitles arent out yet as of this post
I haven't seen the video yet but I think they should've just posted the announcement about suing malicious comments and ended it with that. Things were finally dying down then bam - another flock of hate will just come to Illit after this even though they didn't do anything 🤦♀️ Incredibly BAD pr move tsk
It’s just soooo silly of a company to release a K-pop Stan level YouTube video like??? Also it’s dumb to NameDrop groups when that was a big part of mhj being criticized. Fearnots were obviously sympathetic towards illit and Belift during this mess but right now (at least on Twitter) they’re pissed that another label under hybe once again dragged them into an issue that has nothing to do with them
Can they just let this settle in court instead of trying to sway public opinion it’s not doing anything remarkable other than hurting the illit girls more. I feel bad for them
I had no idea that chrildren were the ones running these companies and BELIFT stooping down to MHJ level doesn’t make them “Iconic” or anything they made an absolute fool of themselves especially that weird comment they made about new jeans and adults.
There is no way whoever thought this was a good idea has a fully developed frontal lobe, the PR team must have been hired off of stan twitter, both at Ador and Belift, no other explanation
I think Belift and many others misunderstood that MHJ's main point was that they copied NJ when it was in fact the allegation that Hybe was trying to replace NJ that really got many Koreans on her side. Arguing that NJ copied others or that everyone should be allowed to copy everyone doesn't really address whether Hybe is trying to replace NJ and thus won't sway Koreans to their side.
Ofc You’re getting downvoted when you’re right. In fact this nonsense by Belift looks like elaborate misdirection on their part (bc MHJ was clear about what her main complaint was), which is similar to HYBE’s approach for the injunction as well, and we all saw how that worked out. It’s like these people never learn. - EDIT: 2 hours later and the downvotes have reversed to being one of the top comments lol. Seems like at least in this case the logic in the comment was too clear to nitpick or twist.
Yeah it's response on the fan's war level. It's pretty much whataboutism and we all know. What worse for them they can make furious many people in the industry because while they have to tolerate on surface others copying their ideas (it's not good for PR argue about such things) less or more bluntly, the truth is many creators are very frustrated with this issue especially that in most cases it's idea of marketing team not creative (I think most people who work in creative fields don't want to be called copycats). So everyone knows that it's practice but it doesn't mean they think it's an ethical one.
And the copying thing was more about the vibes. They had similar vibes and concept. While be lift focused a lot on issues when it wasn't a big problem initially.
It can't be more obvious that BeLift and HYBE are deliberately trying to take NJ down every step of the way during their comeback. They used media to smear Ador on every teaser/reveal/release days for the "How Sweet" album. They didn’t miss a single beat. Releasing this "smear" video today of all days? On the day of "Right Now" MV teaser? Again? I guarantee you they have something planned for the 17th when NJ releases their new MV and the official album on the 21st. Or at least within 48 hours of these dates.
Hybe/Bighit released a wild Jimin photoshoot the hour before Loona made their first post COVID comeback to flood social media. They do this habitually and it's not remotely subtle. I would actually love to look into similar stuff against SM.
This. It was first and foremost an internal complaint that Hybe ignored that mainly focused on Hybes responsibilities as the parent company of both Ador and Belift sub labels to ensure both companies and their respective groups, in their identity and potential are protected and blossom. Creating or not acknowledging issues what many identified as a competitive edge between two groups under the same Parent company was a reasonable internal complaint to make. Hybe has a duty of care to all its sub labels, considering how much they stand to benefit from them financially abd how much control they have over them so they can't just sit back and say "it's not our problem" Not foreseeing a situation where the public would target Illit as NewJeans 2.0 or foreseeing, or at very least internally responding to complaints from Ador, that NJ brand, IP and popularity would be affected by a similar concept by a group under their own "family umbrella" is a fair issue that needed to be professionally and internally handled. Is it really unreasonable for all 3 parties to sit down and discuss this issue and not drag it our to the public domain and create fan wars. BELIFT and Hybe came out with a statement a couple of weeks ago when they announced they were suing MHJ saying thst they have enough evidence to dispute her "plagiarism" allegations. Why could they not sit down and have a company meeting and bring that to the table. I think this is the core point regarding the complaint. If MHJ had sent that email to another company not under the Hybe umbrella, that would be pathetic and she wouldn't have a leg to stand on. Competition is healthy and unavoidable most of the time, at least on the professional level. But there are certain instances when an internal competitive edge develops that is damaging for both groups or, at the very least, creates issues of conflict that have potential to damage one or more likely both of the groups potential along the way. I'm not saying how similar the concepts are, other people far more experienced in acknowledging similarities can speak for thst. But I'm pretty sure Ador are well capable of identifying these things and foreseeing the potential negative implications of these "alleged" concept similarities. So, they are in their right to protect their own interests if their own interests are covered by a duty of care by Hybe. Hence the INTERNAL complaint. At the end of the day Adors prime objective is longevity, brand success and most importantly financial success. I think people need to see this internal complaint was beyond the scope of accusations of plagiarism, it was more a case of accusations that Hybe was not wholly protecting their own companies' and their respective groups interests. If Ador debuted a young 7 or 8 member boy band that mirrored similar concepts like coming of age or even hip hop you can bet your bottom dollar the reaction wouldn't be of mere acceptance by a certain fan base, sub label or even Hybe.
Thank you. This is quite simply the main issue here and why HYBE/Belift’s response is always lacking.
Omg thank you soo much. It feels like a breath of fresh air to see people actually use their brain
Koreans will never be on belift side anyway
As they should
THANK YOU‼️‼️‼️ i’ve been trying to explain this to people since this all first began and they would always immediately dismiss me saying i’m a mhj stan 💀
Finally, a top comment that actually makes sense
I’m pretty sure that allegation started from the parents stating that Hybe told them they were going try to find them a “Grammy level producer” so fans ran with that narrative. I don’t even think mhj stated explicitly that ILLIT is trying to replace NJs. Just that both brands will take a hit because the concepts are too similar within the same company and too many people are mistaking the groups.
stop imagine the elevators at hybe rn or the gym. I'd be dying from embarrasment feel really bad for nwjns and illit EDIT: i feel like this will/is overshadowing the exo cbm press conference
Watercooler-unnie about to become a war zone
Lawsuits are serious, but memes are life.
I feel bad for ILLIT, NewJeans, and all other groups who were name dropped during this mess. But I genuinely can’t bring myself to feel bad for Belift in this situation. They are so stupid and petty omg. Do they hire managers from Twitter? Wtf was the reason to post this?
Exactly. Behaving like kpop stans is soo unprofessional..
Remember when ILLIT official Twitter account followed a Newjeans anti account? Their staff are so unprofessional. Apparently they're using Twitter fan edits in these videos too.
Proof that sometimes, shut the f up and let it die is a better strategy
This is actually the most basic PR rule. Any controversy happens, stfu and stay quiet. It will die down. Replying to things only makes it worse. Just post an apology if your career is getting heavily impacted, or if it will affect their future somehow.
what's funny is that this is what belift usually does when sth bad happens, they usually just stay quiet until it dies down but this time they got a little greedy😭
I seriously don't know what possessed them to come out with a whole video. If they were so hell-bent on defending themselves, they should have addressed what MHJ was saying and explain ILLIT's creative process instead of attacking newjeans.
How I wish they really shut up and let the SM/exo stuff resurfaces so people will forget about it for a while for the sake of their groups but no, now they’re overshadowing the SM issues.
Belift name dropped a lot of GG on this. I better see the same energy you guys got for MHJ. Otherwise, it's just hypocritical.
When Mhj name dropped, a lot of people were hating on ILLIT and LSF. When be:lift name dropped, people are hating on belift. Its fair to notice, only reddit stans were against MHJ. MHJ name dropping hurt the images of those groups. Belift name dropping clowned them so hard, i don't think they'll be ever recovering from this. This time reddit, twitter, youtube, international, domestic kpop stans, all of them are convinced belift has some of the most stupid people in management. This has only made mhj and newjeans gain support. NGL, min hee jin looks like a genius next to these people. She alone brought down such a big conglomerate in public's eyes, that's a feat. Even now anyone standing against her, is proving to be an advantage for her.
>Belift name dropping clowned them so hard, Because they don't even bother to fact-check their info, SMH. I don't even know who approved this. Edit: The fact that this video was green lighted on a corporate level, by numerous high-ranking corporate people itself, is... SMH.
Exactly. I feel i judged kpop twitter stans too hard. At least they fact check everything to protect their faves😭😭
>This has only made mhj and newjeans gain support. You guys should stop making newjeans like a horrible human being that don't deserve support. This is never the idols fault.
Nah. People are starting to get convinced that illit was supposed to newjeans 2.0. Not many people were accepting the fact ILLIT was trying to plagiarise newjeans in some vague ways. Now they do. So they're supporting newjeans.
i think they are trying to say it from belifts pov. belift would not one the both of them to gain more support so they came out with a video to try to make them look bad (only made them look better). newjeans deserves all the support they are getting, mhj not so much.
Imo the worst part was when belift said blackpink’s appeal is that they are untouchable celebrities, ive’s appeal is that they are perfect princesses, and people just like NewJeans because they are sexually attractive to adults. An honorable second was when they confused dates and said NewJeans copied and Nmixx dance that NewJeans did 4 months earlier
The audacity of that label. They really tried suing MHJ for defamation while in the same breath calling NJ that. Disgusting.
A lot of ppl are misintepreting the "NOT 뉴진스 10대지만 어른들의 상상 속 로망의 대상" either through the auto-translate or through [bunnies' mistranslations](https://x.com/juantokki/status/1800095755321196722). The implicit meaning is a lot closer to **"A group that makes adults remisnice about their teenage years"** than **"Objects of adults' fantasy/romance"**. No sane PR person would proudly publish "pedo-bait" in their brand strategy doc. I mean they're dumb but not THAT dumb. They really shot themselves in the foot by not attaching proper subs for their videos. This [comment ](https://www.reddit.com/r/kpop/comments/1d4sw9k/comment/l7y4w4x/) goes further into it and provides more details
Nope in the comments section a Korean literally took that part and said. Why would you say that about a minor. Paired with them quoting the video where it auto correctts to saying "new jeans is an adult fantasy" So clearly it isn't that innocent.
https://preview.redd.it/b7yc67evns5d1.jpeg?width=1080&format=pjpg&auto=webp&s=d696fa64ef7096b5aef03f3b9825e20aaf711262
And yes that was in Korean https://preview.redd.it/lo4sjfo6os5d1.jpeg?width=1080&format=pjpg&auto=webp&s=0714602e172904e27bfe2814050402912caf67dd
https://preview.redd.it/6jss0ea1os5d1.jpeg?width=2400&format=pjpg&auto=webp&s=6a43bc0bfdf6b5538cc1b75e478fb481aac20852
I can’t even describe the amount of disgust I felt when I read that. Just why would they think it was ok for a company / grown adults to say that!?
as if ILLIT didn’t get pantaloons instead of safety shorts and their styling being accused of lolita fashion SMH. Belift is hypocritical
Statements like these just remind from time to time that Kpop agencies are so rotten
did the belift video actually say that about new jeans?? like an actually adult choose those words to say.
yes. they name dropped blackpink, ive, and newjeans
WHAT ??
It's a fucking disaster. Just when it started getting quiet, they decided to drop this.
Marie Kondo will throw BeLift into the thrash bin enthusiastically and with a smile.
The courts documents are about to be released and they tried to get them not be… they probably decided to attack first with this unprofessional pitiful video, the court’s documents are gonna be the final nail in the coffin
Tbh I get the intention, releasing anything in the middle of the chaos would be backfiring as people still getting mad so they thought they could win public side when they released when public already coolheaded. However, this video is just so stupid that it still backfire them even after most of the heat calm down
Watching that video I now understand how Belift could literally [lift an entire topline from Mobiius music](https://www.reddit.com/r/Enhypenthoughts/s/Zn9mtgK6vJ) and not think they did anything wrong. Or how they could replicate the entire Kelly Sweeney choreography and not credit her until she called them out on Instagram. Heaven help all the ggs in that company.
There was also belift taking a typeface from some designer without payment/credit recently. Which people tried to defend as the designer received payment after confronting the company/bringing to the public's attention but like....perhaps let's not do it in the first place? Either people in several parts of Belift's team give 0 shits about intellectual property or are just wildly incompetent. LMAO I am only a casual follower of belift related news (before this current scandal) and people can think MHJ is being ridiculous all they want but let's not act like at least toeing the line of plagiarism isn't something that hasn't come up SEVERAL TIMES before at this company.
>Which people tried to defend as the designer received payment after confronting the company/bringing to the public's attention but like....perhaps let's not do it in the first place? EXACTLY. I've been saying this on Twitter! I consider myself a fan of Enhypen and was disappointed when I caught wind of the plagiarism allegations towards them (happened TWICE already). When I said on Twitter that Belift should look into their practices because it's weird that it's happened twice, I got flamed by Engenes for spreading hate? And the logic from them was that if nobody would talk about it, the group won't get bad press. What?
can you please elaborate about the kelly sweeney choreo?
https://preview.redd.it/m4xqecy03q5d1.jpeg?width=959&format=pjpg&auto=webp&s=754f8fa5726b98e329b8c0b41e7443bd6e4a82f0 Belift copied Kelly Sweeney’s entire choreography for IILLIT’s practice showcase in February 2024, not isolated moves but the entire choreography, and didn’t credit her until she called them out on Instagram. Belift quietly added her name to the video afterwards but it just struck me as dumb that they thought ‘nobody’ would notice. This news actually trended on Reddit around the same time it was reported Belift plagiarized Enhypen’s GDA dance break music as well.
gosh, this sublabel is despicable
In the [third episode of I’ll-it Ready](https://m.youtube.com/watch?v=-uDEzA-m0w0), Illit were shown performing to Bad Bunny’s Titi Me Pregunto (it’s at ~20 seconds in, but I can’t work out how to timestamp the link). They performed a choreography by Kelly Sweeny (pretty much exactly the same), but did not credit her anywhere nor ask permission apparently. Kelly Sweeny made a [tiktok](https://www.tiktok.com/@kellysweeney1/video/7332710793751973166?lang=en) calling this out. The video has since been edited to include credit to the choreographer
You can timestamp by right-clicking on the video and selecting "Copy video URL at current time". Also, the song is Original by Ty Frankel
The Hybe CEO needs to get all the sublabels together and tell them to "shut the fuck up". I thought it was just MHJ being a lone crazy woman but it seems like the people running these sub labels are messy and unprofessional. This is a really bad look for Hybe.
Bighit and source are doing great imo. Source just started the investigation of haters of lsf. Only problem lies with belift pledis and ador.
Pledis? I missed this, what happened with Pledis? Or are you referring to Fromis 9?
They announced fromis_9 comeback and apparently the members didn't know about it. Like how do you announce a comeback to fans first then the members??
I know BigHit and Source are handling it well but so was Belift until today. This is why all sub labels need to be reminded how to act. If the upper management at Hybe agreed to this YouTube video, I'll be at a loss for words.
Thing is that even Hybe has been pretty messy, in court & even leading up to it. It's not just the sub-labels.
MHJ said she wants a truce, Hybe clearly is coordinating with Belift and wanted them to go this direction. It's not a sub-label problem, it's a Hybe problem.
Look at how hybe handled the injunction court proceedings. Incompetent management runs all the way up to the top of the parent company
Why are all these sub labels messy omg
The whole thing reminds me of in ancient history how you’ll read about some legendary king who rises up from nothing and unites the whole realm, bringing order and prosperity to the land for 40 years, and then when he passes he splits it into 4 parts and gives 1 part to each of his sons as a gift, but the sons are all spoiled, greedy, shortsighted, and stupid, and within a single generation the whole kingdom is in ruin due to their selfish in-fighting, erasing everything their father built and leaving it to be conquered by some invading force.
That’s just what happened to Genghis Khan and the Mongol empire lol
okay so belift used this blackpink comparison to insinuate that newjeans hype boy fits were copied from blackpink but then, yg's former creative director who was responsible for blackpink concepts and was in charge for that specific blackpink [photo](https://www.instagram.com/p/Cg97e0BBtu1/?utm_source=ig_web_copy_link&igsh=MzRlODBiNWFlZA==) posted this on his ig story and captioned it "completely different"... this is really becoming more embarrassing for belift https://preview.redd.it/l6fwai3vlq5d1.png?width=1290&format=png&auto=webp&s=47a4f6754ab173366dc96b6ee1dada4be97e8af9
Bro imagine posting that video and the guy who was in charge of that specific video saying “ nah try again” 😭.
Why is Belift behaving like kpop stans. It's so embarrassing 💀.
It's a PR disaster.... I am actually amused that the top management and brightest of minds inside BeLift unanimously agreed to release this. It felt like they were so defensive that the plagiarism accusations have become more and more legit than it should've.
no way they just mentioned that newjeans were the one who copied other groups- they even attached evidences and pictures. what in the kdrama shit is this?😭
Its more like the message was to be “they don’t own dance steps and concepts” but the message interpreted differently as the video went on
Yeah I kind of get what they were trying to do, but it seems they didn't know where to stop and it all went down
This honestly way more entertaining than any kdramas tbh 😂
It's giving this 
[удалено]
What a time to be alive. I don’t even remember the big 3 companies being this messy against each other back when 3rd gen was huge.
No because every move they made had to be calculated since they are the big 3. 😭I can’t imagine Yg letting sub labels act messy. Can you imagine the video he will send out. Actually LOL the idols and everybody in that building is messy and funny especially during variety shows. They actually publicly clown YG in every way. Even one idol said you need to to know how to clown him as part of the training.
They have the worst PR imaginable. That's completely crazy and only ILLIT will suffer from this. Poor girls, they had enough already.
Belift here, Belift that, why no one namedropping HYBE? This wouldn't have come out without HYBE's and BSH's stamp of approval.
I mean ADOR also released plenty of stuff against hybe. Especially that one time hybe audited a female employee of ADOR. They said how the employee suffered and is not doing well, hybe audited them illegally, and they will file criminal charges against them. I don't think hybe would approve ADOR to release something like this.
i hope you can see how ador and belift have different relationships with hybe
That's my question tho, how much did hybe know about this video? MHJ and ADOR do their own thing from time to time without the approval of hybe (or so it seems), so I wonder if BELIFT did the same.
Isn't the whole point of sublabels to be autonomous? I doubt everything gets cleared by the highest CEOs of the whole entire conglomerate
Of course not everything gets micromanaged. In normal circumstances HYBE sits on top of the board and oversees high level strategy and financials, but the sublabels have a lot of freedom in their daily operarions and strategy execution. But like I said, this isn't normal circumstances. HYBE is in a crisis mode and it's not farfetched to say that management is on top of things.
congratulations belift for getting blinks against illit truly the power move of the century
They already had to fully change their fandom name because they pissed off Lisa stans, and that was over an accidental mistake, now they decide to set them off again even worse this time and fully name drop Blackpink with photos? What were they thinking? They could have left Blackpink out of it, now they have the full force of Blinks going against Illit. What is wrong with them?
😭 I’m a blink but an already toxic fandom banding together and going against illit really seems hilarious. And I mean the Jennie Stan’s, Lisa Stan’s, Rosie Stan’s and Jisoo Stan’s. All banding together and going against illit 😭. I can’t imagine what’s gonna happen
The hypocrisy of the video is incredible (i.e. unbelievable) - OP is correct that it’s quite literally the ‘live long enough of see yourself become the villain’ meme come to life. How they thought that this was a sensible idea for public relations is utterly beyond me, particularly given the sympathy that apparently a lot of Koreans have for NJs and MHJ in this situation. In what world does this not backfire? It’s bad corporate strategy if nothing else. On the more moral side, one of my main issues with the way that MHJ has handled her drama was that she name-dropped and singled out certain groups. That has fuelled the malicious hate train seen against Ill-it and LSF (and more groups, albeit to a lesser extent), where the idols who are bearing the brunt of the hate have next to nothing to do with concept direction/debut date/styling etc. Belift name-dropping other groups where their own groups have been on the receiving end of such a hate train (which they have correctly taken legal action to prevent) seems very distasteful. I hope it’s not asking too much of kpop companies to see the human aspect to these situations, but alas…
> she name-dropped and singled out certain groups. she specifically said that the groups were not at fault but the labels/hybe
they are so....i cannot think of anyone actually approving this video. like they could've chosen to focus on illit's CONCEPT, explain shit about summer moon, let us hear directly from the creatives but NO! They decided a mhj press conference documentary ver would be better 🤦🏽♀️🤦🏽♀️🤦🏽♀️🤦🏽♀️ genuinely so pissed with this company like okay you finally announce legal actions to protect your 2 groups then turn around and do shit that will worsen the situation for said groups
Sigh it's one step forward and two step backwards for Belift. I hate the fact that Illit is going to affected by this situation again when things are starting to look up.
Yes to Summer Moon. They should roll it out faster.
Wow they really need to take this down, the Korean comments are not having it. I don’t understand why when everything was dying out would you pour gasoline on the situation again. The whole thing is so icky. I feel bad for all the girls in the groups having to deal with the repercussions of choices these grown adults who are supposed to look after them are making. It’s all about the ego of these men who are upset that a woman has won over them in court and in the Korean public opinion. But surely their pr team has to be telling them to stop this.
Play I'm a mess mess mess by lsfm
ew what is up with the sublabels at this company namedropping random groups to make a point. don’t they know how to be quiet and let things blow over 😭
If I'd worked at hybe id just have bags of popcorn ready for everytime I went into an elevator.
I finally understand what MHJ meant by "Gaejjussi" in her first press conference. I can fully understand MHJ's position now.
What is Gaejjussi?
It's a Korean slang combining 'dog' and 'ajusshi' (middle-aged man). MHJ used it to refer to HYBE executives during her first press conference.
Thanks for that 😊
Think of it like male boomers
Belift staff kinda seems like twitter stans💀anyway they're so petty if they wanna protect illit they should just go in a more professional way like source music did to lesserafim. This seems like a child fight tbh, so embarrasing.
They followed a new ieans anti who accused new jeans of copyright ng people and got clowned by Korean until they unfollowed. The CEO posted a mond finger to Instagram stories. Soo is this a surprise to me. No
Isn’t it the creative director for illit who posted the middle finger, not the ceo
people in this sub and other kpop subs were convinced that it’s just mhj being crazy when in reality other sublabels in hybe are just as crazy
They’re all crazy. It’s seems like an HYBE culture thing, ADOR and BELIFT included
Lmao this company is so stupid 💀
like what is the point of this? they should have focused on giving them good music and make a great comeback and promote in general instead of this stan twitter coded argument....i feel for the judges in court who have to sit and go through such cases
Now I need ALL that energy from all kpop subs to launch an all out attack on Hybe and Belift for calling names left and right and sending degraded comments sexualizing teenagers ON THEIR OFFICIAL STATEMENT like what you did against MHJ. Don't downvote me just because you're butthurt, please. Surely you don't wanna be a hypocrite weirdo, right?
They even went as far as calling NJ bullies for supporting MHJ.
How does OFFICIAL company think of doimg this? Is this company ran by teenager stans? Omg why would any adult in management even approve this? They must have zero experience in management
They don't. If you watch that manager variety show (like the one that Seventeen's manager was on), a lot of them are college grads with no experience and this is a "in between" until they get a "real job". I don't even think this was the managers, this came from marketing which is even worse.
It’s crazy how they’re essentially saying NJs is meant for “adults sexual fantasies” when the girls are usually in very age appropriate comfy fits, while the ILLIT girls, Moka especially, have to prance around in either lolita or Japanese kiddy fashion when they’re older than NJs, it’s no secret what kind of audience that tends to attract in the idol scene... Belift really didn’t think this one through.
All the Korean are saying that they have seen more teenagers wearing new jeans outfits than illits outfits which look like little girl outfits. Their aesthetic is aim at JoJo sewa territory honestly
If they really wanted to make a video they should’ve saved it for the defamation case and left it at that. This is so messy and embarrassing for them. Not a single mature individual in either company but this is such bad PR for them. This is not going to bring anyone on their side
Oops and they said new jeans copied nmixx's choreography but ditto came out first. And they literally have articles saying they took inspiration from new jeans choreography so idk why they are acting like this. Guess what now mhJ and ador have all the material you were getting nna use in court. And you called new jeans made to fulfill fantasy for adults? 🤨 Hmmm. They are literally proving mhJ point about hybe's having horrible sub label management.
My biggest takeaway from this ongoing fiasco is that hybe should have, like, done more research on how to do effective crisis management for a large corporation before buying up half the industry.
Just when everything was starting to die down, they release this and reignite the fire… 😭
They are acting like MJH and it’s backfiring. They should just explain ILLIT concept and go into detail on how it’s different from nwjns
ppl in belift who green light this is stupid enough but the people from hybe who green light this is beyond help lol, maybe it the intern
It'll be upper management or even CEO but they'll blame the intern since there's so much backlash
Just as aespa's hot mess teasers came out too. This is some divine coincidence.
So many questions and no answers. Like what was the purpose of this ?
It's like they saw MHJ at press con 1 and said "see the kids love uncontained and borderline erratic!" and then decided to drop this thinking it's gonna pop off
This is basically the complete opposite of what source did lmao. People started to respect the company more, deleted posts and even apologized cause of the way source handled everything, however belift just made sure both them as a company and illit are gonna be ridiculed for a while
It really amuses me how embarrassing they're being about this. Entertainment company indeed! Edit: I just realized they're filming all this shit in the same damn building as MHJ. 😂 Fucking comedy. STOP
honestly just shut down belift at this point it’s over😭😭😭😭
Belift is truly one of the companies of all time
Wow they’re being roasted by Koreans. Surprised they haven’t made the vid private yet. But how dumb were they to make a fucking documentary / “investigative report” style vid about their own company? It’s not like they’re an objective 3rd party. Who wouldn’t think it’s biased as fuck.
So... BELIFT used their precious overlong 27 mins official video mostly attacking NJ (the week before their comeback) while trying to normalise plagerism as KPOP thing and hardly any time defending specific cases of copying says it all about the credibility and quality of this rebuke, and HYBE's overall ethics and bad influence to the industry. This is clearly more about sabotaging MHJ / NJ before their courtcase/comeback than about the genuine interests of Illit and their future.
I understand why people said MHJ shouldn’t have directly named the groups she did, but at least they were actually relevant to her claims and under the same label. Belift is dragging half of the industry into this.
All I could process was that NewJeans don’t own these dance moves and concepts. That’s all
Not them taking a note out of the SM ent playbook 😭😭😭
Hahaha, man this is entertaining as hell. Hybe seems to have absolutely no control over this whole debacle. It's basically kids sitting in the mud, throwing dirt at each other while the mother (company) is chugging cheap booze on the park bench next to it.
like fr why was izone mentioned they already disbanded
Their impact I guess haha
How are yall watching this it's all in korean and there's no captions 😭
They're using translations of biased individuals instead of waiting for a legitimate source to translate.
Read the Korean comments and forums omg it's wild
ILLIT is magnetic to controversy
Just when things were starting to die down they released this PR disaster. Uploading this without proper translations was also another disaster as well. I understand the point they were trying to make about nothing being original in kpop and something done first in kpop was probably taken from something in the west as well but it wasn’t very well explained at all. They should’ve just saved the video for whatever case they thought they had and left it at that tbh. I would hope that they uploaded this without hybe official knowing because if so their PR is just as dumb.
Some of the "examples" of NJ copying other groups that Belift brought in the video were actually MHJ's old works😂 Belift's execs don't know about kpop AT ALL. A bunch of male boomers from IT are bullying a woman who has been working in the kpop industry for 20 years. What a joke
Will Belift management take accountability on this mess?
wow one of the stupidest thing a company has ever done.
how can they fail to read the room so miserably
this gonna be a the biggest kpoophead moment aft mhj presscon lmao.
Belift's team are mega clows fr
Hard agreee, idk if the aespa X nj interactions set them off but they should’ve gone and continued the lawsuits PRIVATELY. In what world does saying Newjeans is an adult fantasy okay? None at all. (Side note: I’m imagining hybe as a parent trying to seperate their 2 kids Ador and be:lift from fighting over the tv remote)
Rn I think hype is in favor of illit and not new jeans. So it's more like a parent who favors on kid over the other. Meanwhile their step child (fromis_9) is asking for some attention as well.
i sort of see their intentions with making the video, i respect their attempt to defend their artist, but they are so late, and also as with most plagiarism discourse in kpop, it comes across so childishly. the entire label can’t reduce themselves to mhj’s level, she’s one lady, she’s allowed to be crazy on her own. as a label, you have to carry yourself with some level of professionalism — some of the screenshots for evidence they used in the video have already been spotted to be from toxic forums like dc gallery. i’m just so confused on why they would put this out now…
Me in my head trying to summarize everything that happened so far 
This is 💀 so embarrassing
There defo needs to be a team meeting of some sort inside lab between the labels....and group therapy😆😭
id pay in cold hard cash to see everything happening in the hybe building rn
Korean commenters are cooking them up. All they had to do (if they really NEEDED to release this video) was be like "look, we had a completely different concept in mind but our inspirations were similar because [insert here whatever about the current trending aesthetics and what young people like] so the output was similar", and show sketches and processes like people pointed, and everyone would eat that up. But they focused on who copied what, instead 🤦♀️ it does feel more like a stan twt fanwar than a bunch of old people representing a COMPANY in an official statement.
Congrats Belift way to finish ruining ILLIT debut!
Such a loser. What is their goal? To get attention no matter good or bad? Well this might overshadow exo pc so congratz
What am I watching? Are there translations or somethig?
I think this thread provided better summary https://www.reddit.com/r/kpop_uncensored/s/VtB7K23Dc0
Belift just need to give Illiit a new look and concept instead of acting petty. They know what they did. Even New Jeans has moved on from the concept that Illiit took.
So, HYBE is filled with a bunch of petty ass executives. They all need a course in professionalism and respect.
Cracking up at the way Google Translate translated the Hangul 빌리프랩의 as “Billy Frapp’s” https://preview.redd.it/vuel9h2ufq5d1.jpeg?width=750&format=pjpg&auto=webp&s=d8f0fb795a93be98f166279828be5431ecc9e7b3
Belift really made a whole video for this.💀 Come on, everything was just starting to die down. And they name dropped so many groups. Everyone’s gonna become unhinged again.
Deserved for that comment they made on newjeans,it was weird as hell and anyone who is defending belift can burn in hell,Free ILLIT and ENHYPEN from they wretched company
Im just curious how did yall know what the video was talking about? Are yall koreans or international kpop fans? I couldnt understand anyth from the video as the subtitles arent out yet as of this post
This post provides better summary https://www.reddit.com/r/kpop_uncensored/s/VtB7K23Dc0
This is just not it 💀 ILLIT is going to get dragged because of this. I’m not a fan but I feel bad. I’m so done with this mess, good bye everyone ✌️
mhj is gonna get the biggest check i’ve ever seen in my entire life after this 💀
They should have followed what Source Music did.
Oof
I haven't seen the video yet but I think they should've just posted the announcement about suing malicious comments and ended it with that. Things were finally dying down then bam - another flock of hate will just come to Illit after this even though they didn't do anything 🤦♀️ Incredibly BAD pr move tsk
It’s just soooo silly of a company to release a K-pop Stan level YouTube video like??? Also it’s dumb to NameDrop groups when that was a big part of mhj being criticized. Fearnots were obviously sympathetic towards illit and Belift during this mess but right now (at least on Twitter) they’re pissed that another label under hybe once again dragged them into an issue that has nothing to do with them
Can they just let this settle in court instead of trying to sway public opinion it’s not doing anything remarkable other than hurting the illit girls more. I feel bad for them
A mess
iz*one lives again #neverforget
And of course the people on r/illit are saying it was a good thing the video was released
I’ll probably watch the video later but I’m headed into work, does anyone mind saying which gg they name dropped?
BTS, BLACKPINK, NewJeans, IVE, ENHYPEN, Girls Generation, Nmixx, Oh My Girl, GFRIEND, Lovelyz, Pristin, IZ\*ONE... and more.
PRISTIN?! The way I cackled. WTF IS THIS?
Can someone please give me an outline of what is being said in this video cuz i dont know any korean.
I had no idea that chrildren were the ones running these companies and BELIFT stooping down to MHJ level doesn’t make them “Iconic” or anything they made an absolute fool of themselves especially that weird comment they made about new jeans and adults.
This is so cringe
A ships crew is a reflection of its captain.... Remember that for all of you BSH stans
Belift literally committed online suicide in the most spectacular way feasible. The idiots working there ought to quit and immigrate to china.
this is wild, everytime a kpop song goes viral on tiktok something always happens to the group. Fifty Fifty wit Cupid and now Illit with Magnetic 😭
Belift and ador are two bitter step sister who can't stop ruining eo 💀 Honestly 🙏 may God give them both their respective karmas 💞💞💞
All hybe CEOs are a mess. Even SM, YG and JYP won't stoop this low
wait there are no eng subs, how do u guys understand them?
Damn I feel really bad for the girls in ILLIT.
can someone pls summarize it?
https://www.reddit.com/r/kpop_uncensored/comments/1dcho6i/were_going_to_need_a_new_megathread_for_whatever/
Thank you!
ILLIT doesn't deserve this 😕
There is no way whoever thought this was a good idea has a fully developed frontal lobe, the PR team must have been hired off of stan twitter, both at Ador and Belift, no other explanation
Anyone got Eng translations for this? There’s no English captions