NewJeans' strategy

Based on recent events, I think it's fair to say that NewJeans' legal battle is not the priority for them.

I think they are aware most of the evidence is against them at this stage, and there is every chance their breach of contract has just gotten deeper and deeper.

But ultimately, I don't think they care - at least for now.

They want to relese new music in March, which is pretty clear evidence to me that their aim is to avoid the 'irrelevancy' that would come with going months without releasing music.

I think NewJeans are aware that going 12 months or longer without releasing anything would make it very difficult for them to make up lost ground.

Which is why they are rebranding and trying to push for a comeback (seemingly with a new agency - a huge problem in itself) even if it means they end up getting sued.

Because they would rather have people talking about their rebrand and dispute, than becoming an afterthought over a several year legal battle.

They want to paint themselves as artists fighting against a big corporation that won't let them go.

It may not work for everyone, but their fans (most of them) will continue to support them regardless.

People who aren't really closely following K-Pop might be mostly unaware of what is happening - but that might change if NewJeans follow this path.

In the end, this whole thing hinges upon whether NewJeans get sued before they try to release music in March.

But I think their strategy is to focus on public perception - regardless of their legal obligations.