BELIFT Lab is drawing backlash for sexualizing NewJeans in a new video addressing claims ADOR CEO Min Hee Jin made about ILLIT.
On June 10, 2024, BELIFT Lab uploaded a video titled "BELIFT Lab's statement in response to plagiarism allegations" to their official YouTube channel. In the video, BELIFT Lab's co-CEOs attempted to refute allegations that they plagiarized NewJeans for ILLIT's debut.
The video compared NewJeans to other girl groups and artists and asserted that claims of ILLIT copying NewJeans in turn meant ILLIT had stolen from previous groups. The co-CEOs claimed NewJeans had referenced other girl groups and international artists for their choreography and concept.
ILLIT's choreographer also appeared on the video, stating that ILLIT's dances did not copy NewJeans, and the steps leading up to and after the moves in question prove this. They also noted that NewJeans has dance moves that appeared in other group's choreographies.
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As they listed instances where NewJeans's concept and dances resembled other groups, BELIFT Lab begged the question "If we copied NewJeans, did NewJeans copy them?" They added that they do not believe NewJeans copied anyone, and believe ILLIT should be given the same consideration.
The video garnered backlash, with people believing it was a bizarre way to handle the situation. Others believed they were trying to bring down NewJeans and several other groups in the process.
Read also: NewJeans, ATEEZ Go Viral For 'Doing Justice' To Each Other's Dance Challenges: 'They Ate'
However, the company is amassing more backlash for supposedly sexualizing NewJeans in their video.
In one portion of the video, a branding book is seen. One page names three girl groups and their concepts. BLACKPINK was dubbed "untouchable perfect celebrities," while IVE was described as "undeniably doll-like and princess-like. The subject of envy."
However, NewJeans was described as "Teenagers who are the subject of adults' fantasies." With two members under the age of 18 and all members below the age of 20, this description has sparked immense backlash for sexualizing the girl group.
Belift just sexualized NewJeans to describe their concept to protect ILLIT in their claims against plagiarism even though the court found grounds to each allegation…
— nil 𝜗𝜚 (@newjiram) June 10, 2024
“Even as teenagers, they’re the object of adult fantasy romance” ??? pic.twitter.com/v67ZU05VkY
so belift is saying illit is NOT newjeans because “newjeans although teenagers, are the object of romance in the imagination of adults”
— HURT SOTY 𓃹 (@hurtsaz) June 10, 2024
what the hell is wrong with this company?
SUE THEM @alldoorsoneroom pic.twitter.com/ZHrk7J0JVo
Many are demanding the company apologize to NewJeans, calling the co-CEOs creeps for giving the go-signal on such a description. Others believe ADOR should sue BELIFT Lab for such a defamatory statement.
these fucking creeps
— ۟ (@hyegums) June 10, 2024
BELIFT APOLOGISE TO NEWJEANS#ADORPROTECTNEWJEANS pic.twitter.com/RDi8dvh8Q4
in no capacity is it ever acceptable for a whole company to describe newjeans as an object for adult fantasy, that’s need to be reprimanded for it.
— odessa ꕤ ★ °✩⋆˙ (@hyeindolls) June 10, 2024
BELIFT APOLOGIZE TO NEWJEANS#ADORPROTECTNEWJEANS
As of writing, neither BELIFT Lab nor ADOR released a statement on the matter.
What do you think of the situation? Tell us in the comments below!
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Written by Alexa Lopez
