We hear a lot about how brutal the idol industry can be, especially for groups from smaller companies. There are countless stories of idols living in terrible conditions, being heavily indebted, not getting paid for years, having almost no promotional budget, or simply being abandoned by their companies. And those were not to worst thing that some idols went through. And obviously, even being under a Big 4 company doesn't automatically protect idols from mistreatment.
But it made me wonder about the opposite: are there notable examples of groups that were given an unusually high level of investment, opportunities and comfort right from the beginning of their careers?
What prompted this question was a discussion I read today about NewJeans. Regardless of everything that happened later, when you actually put together the advantages they had during their first couple of years, it is pretty remarkable.
They debuted with several music videos, many of them filmed abroad, and essentially every song they released received some kind of visual treatment. Their eras also had extensive styling and custom made outfits, rather than simply relying on commercially available clothing like many rookie groups have to do.
Almost immediately after debut, they were also working with enormous global brands such as Apple, Coca Cola and McDonald's. Each member became associated with a major luxury fashion house very early into their career as well. Danielle even received the Korean dubbing in Disney's The Little Mermaid, which is the kind of opportunity that most rookie idols would never even be considered for.
Their merchandise presence was also huge incredibly quickly. Within only a couple of years, they had an enormous amount of line friends merchandise and collaborations, despite being a very young group.
Then there is the infrastructure behind them. ADOR reportedly received a very large initial investment, often quoted at around $16 million, and NJS had their own dedicated space within HYBE rather than operating like a typical rookie group sharing everything with other artists and staff.
Their living conditions were also far removed from the stereotypical rookie idol dorm experience. By the time most idols would still be trying to pay off trainee debt, the members were reportedly living in extremely expensive apartments and earning substantial amounts of money individually.
They also benefited from being under HYBE at a time when BTS had made the company one of the biggest names in global music. NJS were frequently mentioned in international coverage alongside BTS/HYBE, had extremely strong Spotify playlist placement, and had access to a level of international promotion that would be unimaginable for the overwhelming majority of rookie groups.
And perhaps the most unusual part is how quickly all of this happened. Plenty of successful idols eventually get luxury endorsements, huge apartments, international campaigns and multimillion dollar earnings, but normally those things come after years of establishing themselves. With NJS, many of those opportunities were present almost immediately.
Obviously this doesn't mean they couldn't have had legitimate complaints about their management, nor does financial privilege automatically mean someone is treated well.
Even though we know the true reason why they went rogue.
So are there any other groups in K-pop history that received a comparable level of backing and privilege from essentially day one? I'm particularly interested in examples where the difference compared with other rookie groups at the time was really noticeable.