Previously, HYBE’s internal document, “Weekly Music Industry Report” (hereafter referred to as the “HYBE document”), caused a huge stir in the industry as it contained content that used crude expressions to slander numerous celebrities and other entertainment agencies. It mostly praised the company’s idols, and suggested viral marketing plans based on the monitored content.
On October 29, 5 days after the document was discussed during a parliamentary inspection, HYBE CEO Lee Jae-sang formally apologized for the report’s content and pledged to prevent similar issues by reinforcing internal controls. However, the company denied allegations of “reverse viral marketing” — the practice of creating negative sentiment.
On November 1, a netizen claiming to be a HYBE employee released parts of the HYBE Document, reiterating claims of a reverse viral marketing campaign. Despite HYBE’s previous denial, the additional claims have kept public suspicion alive. Some critics also view HYBE’s decision to only demote one senior employee involved as a mere “token punishment” to minimize the issue. In response to these allegations, HYBE announced it is considering legal action against what it deems false claims.
The Weverse Magazine team, associated with the report, released a statement on November 9, distancing itself from the document and denying involvement in its creation. This statement came eleven days after the CEO’s official apology.
Recently, CBS Nocut News inquired with HYBE regarding 3 major matters, including why Weverse Magazine released a statement so suddenly, their position on the suspicions of reverse virality raised online, and follow-up measures against the former editor-in-chief.
Below is the full Q&A released by CBS Nocut News
Q: Why did Weverse Magazine issue a separate statement on November 9, over a week after HYBE’s CEO apology?
A: Following the October 29 apology, additional suspicions arose that other Weverse Magazine team members were involved in the document’s creation. To clarify, the team released a statement asserting that the document was managed solely by the former editor-in-chief, separate from the magazine’s activities.
Q: Was the report compiled by personnel outside of the Weverse Magazine team?
A: The document was compiled by personnel specifically tasked by the former editor-in-chief, unrelated to Weverse Magazine’s production team.
Q: What follow-up actions will HYBE take regarding the former editor-in-chief?
A: The former editor-in-chief is currently on standby, with no assigned duties. Further action will be determined after internal review.
Q: HYBE denied engaging in reverse viral marketing in CEO Lee Jae-sang’s statement on October 29. However, a netizen claimed that parts of the report were, in fact, implemented as negative campaigns. Will HYBE take action?
A: The reverse viral marketing allegation is untrue. We are reviewing necessary actions in response to these false claims.
Q: HYBE mentioned apologizing to agencies and artists mentioned in the document, please explain how and to what extent you are apologizing?
A: CEO Lee Jae-sang has issued apologies via phone calls and official letters to the CEOs of agencies whose artists were mentioned in the document.
Source: Naver
