Behind the glitz and glam: The 'complex' reality of K-pop Idols

The growing dissatisfaction among K-pop idols regarding their contracts with major agencies sheds light on a less glamorous side of the industry. Many idols express frustration with the limited creative freedom, strict schedules, and lack of control over their own careers. While fans are enchanted by their idols' music and performances, the reality is often more complex.

As the K-pop industry evolves, social media platforms and independent channels offer idols more autonomy, allowing them to build personal brands and connect with fans directly, outside the constraints of traditional agencies. This shift is significant. Where once K-pop idols had little choice but to conform to the demands of powerful entertainment companies, today’s idols have more avenues for self-expression.

The ability to share personal content and music without agency interference can be both liberating and empowering. For fans, this means not just the music and the performances, but a glimpse into the authentic lives of their idols—something that was largely hidden behind the polished image of K-pop.

As a result, some idols are choosing not to renew their contracts with agencies that once controlled every aspect of their careers. Instead, they are increasingly looking toward more flexible, creative, and independent paths, making the industry’s future even more dynamic and unpredictable.

While the artistry and hard work of K-pop idols continue to inspire fans worldwide, the industry's changing dynamics show that even the stars have to navigate their own struggles for independence and self-expression.

NewJeans' alleged mistreatment and workplace bullying

NewJeans, the record-breaking K-pop girl group comprising Hanni, Minji, Haerin, Danielle, and Hyein, has become the center of workplace mistreatment and bullying allegations following controversies with their label, HYBE Corporation, and its subsidiary, ADOR.

The saga began in April when HYBE attempted to remove Min Hee-Jin, then CEO of ADOR, a sub-label under HYBE, accusing her of breach of trust.

Min countered, alleging that HYBE copied her creative concepts for another girl group. Though reinstated, Min resigned in August, citing "hellish disputes with HYBE," and vowed to take legal action against the company.

Following Min’s dismissal, NewJeans released a now-deleted live stream, recounting problems with their company that kept resurfacing. During the stream, Hanni specifically mentioned a case of workplace bullying, where a manager of a competing girl group told the members to ignore her.

Voicing solidarity with Min, the group sent an ultimatum to HYBE demanding her reinstatement by 25 September.

In the throes of the crisis, Hanni gave a tearful testimony to South Korean lawmakers overseeing workplace conditions and safety, stating that she and her group members had been subjected to workplace bullying.

“It’s difficult to focus on our work when there is such tension and mistreatment in the workplace,” she said during the testimony.

Despite public outrage and petitions filed by fans in September to address the alleged workplace bullying, the Korean Ministry of Employment and Labor announced on 20 November that it dismissed the allegations involving Hanni.

In South Korea, entertainers like K-pop idols are typically classified as “exceptional entities” rather than workers. Their exclusive contracts are viewed as profit-sharing arrangements rather than traditional employment agreements, with taxes filed as business income.

NewJeans leaves ADOR

On 28 November, NewJeansmembers Minji, Hanni, Danielle, Haerin, and Hyein held an emergency press conference at the Galaxy Hall in Gangnam, Seoul, to address their ongoing conflict with ADOR and HYBE over their exclusive contract.

At the press conference, Minji confirmed that their contract with ADOR would be terminated at midnight, stating, "HYBE and ADOR claim there are no valid reasons for the termination, but we believe otherwise. ADOR is no longer the same company we once worked hard alongside. The relationship we cherished with key personnel has been broken. Despite our requests for resolution, the agency failed to act within the 14-day notice period. Their insincere attitude confirmed our decision to end the contract."

Danielle added that they will still continue fulfilling their remaining schedules and commitments despite parting ways with ADOR. "Our priority is not causing harm to others while pursuing the career we genuinely want."

Addressing questions about potential penalties, Haerin said, "We have not breached our contract; we’ve done our best as artists. HYBE and ADOR, on the other hand, have violated their obligations. Therefore, any responsibility for penalties lies with them, not us."

Meanwhile, regarding the group name “NewJeans,” Hyein clarified that they will not give up on owning the name. “To us, it’s more than a trademark—it holds the essence of everything we’ve built. We’ll continue to fight for our right to the name."

The broader context of workplace mistreatment in K-pop

The controversy surrounding NewJeans is the latest in a series of disputes highlighting workplace mistreatment and contract issues in the K-pop industry.

In 2010, TVXQ, one of the pioneering groups that elevated K-pop globally, faced internal turmoil when members Jaejoong, Junsu, and Yoochun filed a lawsuit against SM Entertainment.

The lawsuit, which cited “contract length” and “unfair profit distribution,” brought attention to so-called “slave contracts” in the industry. The Korea Times reported that these contracts often involve excessively long durations and disproportionate profit shares, leading to significant strain on the artists.

The lawsuit filed by the trio had such an impact that it paved the way for negotiations for future stars, according to The Korean Herald. The source added that around 10 agencies in Korea changed their contract years from 13 to seven in the hopes of maintaining peace with the entertainers and also revised contractual policies that may have been perceived as unjust.

Recently, in 2023, the members of FIFTY FIFTY filed a legal petition to suspend their exclusive contracts with ATTRAKT. The group alleged that their agency violated contract terms and jeopardized their professional opportunities, citing a lack of financial transparency and health neglect.

The group’s legal representative stated, “The members hope to continue their artistic activities without being subjected to restrictive and unfair contract terms.”

Moreover, members of the globally renowned K-pop group EXO—Baekhyun, Chen, and Xiumin—filed a lawsuit against SM Entertainment in 2023 over claims of unfair treatment, particularly concerning profit distribution.

Calls for change in K-pop’s contractual practices

Kim Jin-gak, a professor at Sungshin Women’s University, weighed in on the NewJeans controversy, saying that NewJeans’ case seems to have arisen because the parent company tried to exert too much control.

"While it may not significantly impact the entire K-pop industry, I believe it could lead to some changes in the way K-pop operations are managed," he said.

Lee Dong-yeon, a professor at the Korea National University of Arts, further highlighted the recurring nature of disputes between agencies and idols. “Historically, the contractual relationship between agencies and group members has repeatedly caused problems over the years,” he told AFP.

Cases like these reveal the vulnerabilities of idols who often have little control over their careers and creative autonomy, which underscores the need for systemic reforms in the industry.

As K-pop continues to dominate the global music scene, the controversies surrounding NewJeans and other groups serve as a reminder of the challenges idols face behind the scenes. Fans and experts alike are calling for greater transparency, fairness, and protections for artists to ensure their well-being and creative freedom.