ADOR Criticized for Poor NEWJEANS Promotion at MMA

In the dynamic world of K-pop, ADOR, the record label and entertainment powerhouse behind the sensational group NEWJEANS, finds itself in an unusual predicament. The agency, renowned for its stellar handling of NEWJEANS, is now under fire from the group’s devoted fans, the ‘Bunnies.’

This sharp critique ignited a major online movement, with #ADORDOYOURJOB trending on X (formerly Twitter), highlighting fan discontent.

The Core Issue: ADOR’s Promotion Strategy for MMA

The root of this unrest lies in what fans perceive as ADOR’s lacklustre promotional efforts for NEWJEANS … In the lead-up to the prestigious Melon Music Awards (MMA). NEWJEANS has garnered nominations in multiple key categories at this year’s MMA:

  • Artist of The Year
  • Album of The Year
  • Song of The Year
  • Millions Top 10
  • Best Female Group.

These nominations are a testament to the group’s talent and popularity, making the stakes exceptionally high for both the group and their agency.

Fan Discontent: Comparing ADOR with Other Agencies

This situation is particularly notable given ADOR’s previously unblemished record in managing NEWJEANS. The agency has been instrumental in the group’s meteoric rise, earning widespread praise for its strategic and effective management.

However, fans argue that with such critical nominations at the MMA, ADOR’s failure to actively rally support for NEWJEANS in the voting process is a significant oversight. This sentiment is further amplified when compared to the efforts of other agencies managing groups like IVE, LE SSERAFIM, (G)-I-DLE, and AESPA, who have been proactive in mobilizing fan support for the awards.

Voting for NEWJEANS: A Fan’s Guide

Fans of NEWJEANS are encouraged to show their support by voting for the group at the official MMA voting website: The first round of voting, which took place from November 2 to 16, saw Melon users casting votes for the top 10 artists who have been most loved on the music-streaming platform over the past year. The final winners for this year’s Top 10 awards will be determined based on a combination of Melon download and streaming counts (80%) and fan votes (20%).

The top 10 artists for the Melon Music Awards 2023 include:

  • BTS
  • (G)I-DLE
  • IVE
  • Jungkook (BTS)
  • Lim Young-Woong

The organizers have scheduled the awards ceremony for 5 p.m. on December 2. KST, with a lineup of performances that includes AESPA, IVE, NewJeans, NCT DREAM, STAYC, ZEROBASEONE, RIIZE, BOYNEXTDOOR, and KISS OF LIFE.

The Countdown to MMA 2023

As the MMA approaches, voting for the remaining categories will continue from November 17 to December 1. This is a pivotal time for NEWJEANS and their fans … Offering a chance to demonstrate the group’s popularity and impact in the K-pop scene.

The Bunnies, known for their passionate support, are now rallying to ensure that NEWJEANS receives the recognition they deserve at one of the most prestigious music award ceremonies in South Korea.

The Role of Bunnies: Rallying for NEWJEANS’ Success

The Bunnies exemplify the undeniable power of fan support in the K-pop industry. As passionate advocates for NEWJEANS, they are now mobilizing to make their voices heard, ensuring that their favourite group gets the accolades and attention they have earned through their hard work and talent.

This is a call to action for NEWJEANS’ loyal fanbase, a testament to the significant role fans play in the success of K-pop artists.

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