In October, NewJeans starred in the first edition of Billboard Artist, a new series of collectible art books produced by Billboard Korea. The inaugural edition tells the girl group’s story through a visual lens, showcasing the members’ style and fashion while incorporating interview highlights as well. NewJeans was honored as Group of the Year at Billboard’s 2024 Women in Music awards show.
Billboard Korea launched in August with a star-studded event in Seoul — the K-Power 100 — bringing together the leaders of all of South Korea’s major music companies and featuring performances by some of the region’s most exciting talent. Billboard Artist, an initiative led by Billboard Korea creative director Woo Lee, is available for purchase on Weverse and through various other retailers.
Below, Lee explains all about the new print series.
What is Billboard Artist?
Billboard Artist is a large-format, unbound visual art book designed for people to enjoy each page like a poster. This unique book showcases the inspiration and impact of musicians through photography, art, essays, and illustrations. Unlike traditional magazines, which have a limited life, Billboard Artist is a timeless collectible, featuring content in English and Korean. It is also available in select bookstores worldwide.
Why did you launch Billboard Artist?
In a pre-smartphone era, magazine titles like Hero, Muse, and Icon portrayed stars as distant, untouchable figures. The world once craved stars who exuded perfection and mystique — think of David Bowie or Prince. But now, stars openly share details of their everyday lives — who they travel with, what books they read, the ideologies they hold — making them more relatable to the public. Musicians express their creativity across multiple realms beyond music, including fashion, visual arts, documentaries, and acting. Their multifaceted creativity serves as a major source of inspiration for all of us. We wanted to capture this in a tangible art book that showcases their diverse artistry and impact.
Describe the way you work with artists to create these books.
We choose an act and use their sound, history, personality and aesthetic as a source of inspiration, while also drawing from social issues, history, politics, humanities, science or mythology of significance to the artists. This might result in a fashion collaboration, an essay or poetry collaboration with a writer, a visual art collaboration with a digital artist, a beauty portrait with beauty and scent, or a short film produced with a videographer. All of this is developed freely and flexibly in conversations with the featured artists — their participation and creativity is key to the process.
Will Billboard Artist exclusively feature K-pop musicians because it’s produced by Billboard Korea?
No. Billboard Artist does not limit its scope by nationality, language, or territory. Billboard’s 130-year legacy of credibility and influence has always transcended borders. But there’s a reason why this project began with Billboard Korea. The Korean music industry prizes powerful storytelling, visual impact and fan engagement, and has a symbiotic relationship with the fashion and beauty sectors. That unique Korean perspective informs our vision.
Why was NewJeans chosen for the first edition?
The first question for us is always: “Who is the most talked-about musician right now?” We wanted to feature an artist who resonates in the present while evoking the past and inspiring thoughts of the future. NewJeans was the perfect choice because their music, fashion, and aesthetics blend ’80s nostalgia with a modern, forward-looking appeal. This 56-page art book captures the group’s charm, fusing elements of 1980s Italian youth culture, traditional Korean hanok houses, and the symbolism of birds in contemporary art into a poetic visual narrative.
How often will new editions of Billboard Artist be released?
Unlike a magazine, Billboard Artist doesn’t follow a fixed release schedule. When an artist is selected, there could be two editions in a month or just one in two months. For this year, a single edition will be released as a year-end treat, with more editions planned for 2025.
Where can people currently purchase the NewJeans edition?
Online pre-orders have closed, and we’re now in the second print run. Starting in mid-November, it will also be available at select bookstores. Updates will be posted on Billboard Korea’s Instagram.
A version of this story appears in the Oct. 26, 2024, issue of Billboard.