HYBE’s internal report, “Music Industry Report,” written for executive review, is causing waves within the industry.
This document, created within HYBE, was first revealed during the comprehensive audit by the National Assembly’s Culture, Sports, and Tourism Committee on the 24th.
The document, which has since been further obtained, contains evaluations not only of HYBE idols but also idols from other entertainment agencies, including explicit critiques of their appearances. In addition, it discusses issues such as privacy controversies, public opinion on online communities, and viral marketing strategies.
This weekly report was distributed via email by Mr. A, who is currently the editor-in-chief of Weverse Magazine, published by HYBE’s subsidiary Weverse Company, and formerly a music critic, to Chairman Bang Si-hyuk and other HYBE executives.
According to the original content of the “Music Industry Report” obtained by this newspaper, it contains information about idols from numerous entertainment agencies, including major ones like SM Entertainment, YG Entertainment, and JYP Entertainment, as well as Cube Entertainment, and Starship Entertainment.
A HYBE representative stated that the report in question was not doctored and the most problematic aspect was the assessment of idols’ appearances.
Regarding an idol from a small agency, the report states, “No one pays attention to the idol’s facial features, and they truly perform like they’re in a middle school talent show,” adding, “Other members are shockingly unattractive. The reason why they haven’t gained popularity until now is clear.”
Referring to an idol who appeared on a variety show, it said, “The synergy of unattractiveness is unbearable.”
Regarding SM Entertainment’s rookie girl group debut, it commented, “Surprisingly, no one is pretty,” while comparing them to YG Entertainment’s group ○○○○○○, questioning, “Does SM have a worse trainee infrastructure than them? When the group ○○○ debuted, everyone was also shocked by their looks—maybe SM’s aesthetic has fundamentally changed.”
About a former JYP Entertainment idol member, it stated, “They’ve undergone so much plastic surgery that they’re barely recognizable, and the traces of being exposed to a mentally difficult environment for a long time are glaringly evident, especially in how it affects their appearance and sexual appeal.”
These details were also addressed during the National Assembly audit on the 24th. Representative Min Hyung-bae of the Democratic Party commented, “This is a problem because it concerns minors,” adding, “The report contains dehumanizing perceptions and attitudes toward idols.” Minister Yoo In-chon from the Ministry of Culture, Sports, and Tourism, who was present, also said, “I think the expressions used are excessive.”
The report not only directly mentioned idols’ privacy issues and other controversies but also their lack of talent, including idols from other entertainment companies.
Referring to YG Entertainment’s group ○○○○’s North American tour, the report said, “Coachella marked the beginning of their success, and they seem to be devising a similar strategy for Europe,” adding, “There were rigged votes for the ○○○ (award show), and most of the fraudulent votes went to ○○○○. It could be due to the intervention of ○○’s overseas fandom.”
The report also mentioned movements within SM Entertainment concerning member ○○ from group ○○○, stating, “There seems to have been some change recently, possibly due to the expansion of monitoring personnel or a shift in the reflection system. It feels like SM, which used to be a symbol of ‘ignore,’ has realized that this can no longer continue. Recently, reactions to ○○ have been particularly negative, but ○○ anonymously donated 10 million won to an animal shelter at just the right time.”
Regarding the donation by ○○, the report said, “The fact that it was to an animal-related organization, especially on Twitter-friendly terms, and the amount of exactly 10 million won is suspicious. It seems they were trying to react quickly to Twitter issues, and such actions could indicate a shift in strategy.”
Moreover, about member ○○○ appearing on a variety show, it commented, “On their way home, they bought a watermelon and made a sloppy fruit salad. Such artificial actions seem ridiculous,” adding, “While getting their makeup done, a staff member suddenly mentioned the donation to the animal shelter, emphasizing the touching story, which felt very tacky.” Another member, ○○, was mentioned as having sparked rumors of texting their boyfriend during a broadcast, as they were “constantly on their phone.”
The report criticized Cube Entertainment’s group (○○)○○○, saying, “They had the members write vertical tattoos on their faces like Chillin Homie, and even the company asked them to take photocard pictures in this state,” adding, “The success of (○○)○○○ lies in ○○○ and the members’ determination, but it seems the company still doesn’t know what the group is doing.”
It also discussed the group’s song ○○, saying, “While the song was a hit, the internal issues remain unresolved and continue to fester, like a thorn stuck in a crisis. ○○○ hasn’t miraculously resolved their contradictions with this album either.”
Regarding the choreography video for a track involving 16 members from a smaller agency group ○○○○○, the report stated, “At a certain point, they abandoned their exploration of the ‘original Gangbuk ○○○ (HYBE group)’ vibe, opting for a late-stage Japanese idol style instead. The choreography for the ‘massive’ performance promoted during their overseas tour is clumsy, and the level of their makeup, grooming, and practice doesn’t surpass that of a college club.”
Regarding Starship Entertainment’s group ○○○, the report observed, “With the sudden rise in their success, more people are questioning the team’s popularity, and several are working hard to create a negative image around ○○○ (member name).”
It also analyzed online community and social media trends regarding HYBE’s idols and identified viral marketing points, mostly focused on their own groups.
The report also mentioned the initial sales of HYBE’s group ○○○○, commenting, “With the girl group initial sales era surpassing 1 million copies, it might be necessary to re-categorize them, grouping ○○○○ (YG Entertainment), ○○○○ (HYBE), ○○○○ (SM Entertainment), and ○○○ (Starship Entertainment) differently than previous 4th generation discussions.”
Furthermore, referring to a romance rumor involving a HYBE group member, the report suggested a marketing approach: “Given that membership is a significant part of the team’s value, the mainstream opinion isn’t extreme enough to demand ○○○ (member name) leave the group. However, as the incident is clearly a source of pain for the fandom, there needs to be some kind of ‘turning point’ for fans to move on.”
The report also covered online community reactions to the re-contracting issues of a HYBE group, saying, “The fandom is dealing with several festering internal issues, and since they can’t directly address the root causes within the group, they are venting their frustrations at the company.”
Source: Daum
