"We are separately contacting each agency”— HYBE addresses backlash with apology to affected artists over viral reverse marketing claims

HYBE has formally issued an apology to artists referenced in an internal document that recently sparked controversy. CBS journalist Kim Su-jeong reported this on November 12, 2024. The document, which contained industry insights, included statements that some interpreted as potentially harmful to certain artists' reputations.

Acknowledging the potential negative impact, HYBE denied any intent or involvement in "reverse marketing" tactics, a strategy meant to create negative public perception around specific figures.

In their statement, the organization stated:

"We are separately contacting each agency to directly apologize."

The apology, issued by HYBE CEO Lee Jae-sang, emphasized the company’s commitment to preventing such incidents in the future. Lee stated that the company would implement stricter oversight and guidance to avoid such incidents. The company clarified that while the document may have led to unintended repercussions, harming the image of any artist or agency was never their objective.

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HYBE denies its involvement in purposefully tainting the image of other company artists

An internal document from HYBE, titled the Weekly Music Industry Report (referred to as the "HYBE Document"), has stirred significant controversy in South Korea’s entertainment industry. This document reportedly included harsh criticism targeting various celebrities and entertainment agencies, leading to a backlash.

Within the report, the company's artists reportedly received mainly positive comments, while the document supposedly proposed viral marketing strategies based on content monitoring.

Former ADOR CEO Min Hee-jin, in a second whistleblower email from April 2024, raised concerns about the report, describing it as highly biased and suggesting it may have been created to serve specific promotional purposes. She added that ADOR had once raised objections to the parent company, requesting factual data and a minimal level of objectivity in such reports.

In response to Min Hee-jin's concerns, the company clarified on April 22 that the "Weekly Music Industry Report" was meant as an internal document gathering subjective consumer reactions and issues beyond quantitative data, such as chart rankings. They asserted that the purpose was to propose improvements, not simply to offer praise. They implied that an unbiased, constructive analysis would be more beneficial for ADOR’s development than a one-sided positive report.

However, following criticism during a government audit, the company issued an apology on October 29, 2024. CEO Lee Jae-sang admitted that the document contained inappropriate content and announced the immediate cessation of such monitoring reports.

On November 1, the controversy resurfaced when a self-identified HYBE employee leaked parts of the document online, alleging that “reverse viral marketing” was indeed part of the company's strategies. This has led to public suspicion, with some viewing the situation as the company trying to downplay the issue by only removing one person involved.

On November 9, the Weverse Magazine team, to which the report’s author originally belonged, issued a separate statement clarifying their position. They claimed that they were unaware of the document’s existence, had not contributed to it, and opposed its contents. This statement, issued 11 days after the firm's official apology, suggested further internal divisions within the company.

In an interview with "CBS No Cut News," HYBE addressed various questions regarding the internal document, the Weverse Magazine team’s statement, and the ongoing “reverse viral” allegations. They reaffirmed that no reverse viral marketing activities were conducted and mentioned plans to address the false accusations.

Additionally, the company has been reaching out to the agencies of artists mentioned in the report, offering direct apologies via phone calls or official letters from CEO Lee Jae-sang.

This issue has sparked ongoing discussions about HYBE’s internal practices and the role of monitoring reports in shaping public perceptions in the entertainment industry.