Following tensions between HYBE Labels and girl group NewJeans, the Korea Music Content Association (KMCA) has recently taken a stand. Founded in 2008 by the South Korean Ministry of Culture, Sports and Tourism, the KMCA manages the fair distribution of music content in the country, protects the intellectual property rights of producers and distributors, and oversees the Circle Chart, South Korea's public music chart.

In a statement released on December 13, KMCA denounced the controversial practice of "manipulation" in the music industry and advised the members of NewJeans to return to ADOR to fulfill their exclusive contract commitments. This stance echoes previous incidents of manipulation seen in the industry, including the "FIFTY FIFTY" case and the recent allegations against former ADOR CEO Min Hee Jin.

KMCA has stressed the risks of letting producers use their connections to pressure artists into breaking contracts without regard to agreements with companies and investors. In response, KMCA is considering banning artists involved in manipulation from its Circle Chart, which would affect their appearance on major music shows and award ceremonies in Korea.

The KMCA also urged NewJeans to honor their contract and seek a resolution through dialogue, while taking into account their role as representative artists in the K-pop industry. The association also called for reform of the laws governing exclusive contracts to better regulate such practices and ensure the sustainable development of the Korean music industry.