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The mastermind behind K-pop girl group LOONA and their multidimensional LOONAverse, Jeong has a knack for compelling storytelling. An ambitious project years in the making, the LOONAverse unfolded throughout visually arresting teasers, sub-units, and monthly music videos that introduced each artist with her own distinct sound, aesthetic, and story. Each new piece of content added to the mythos, building interest and anticipation like puzzle pieces falling into place. They were separate but connected somehow, somewhere within this nebulous otherworld. That "separate but connected" ethos is something Jeong honed through his work with 2PM and 2AM in 2008. By the time LOONA made their official debut as a 12-member group in August 2018, fans (including singer and visual artist Grimes) were already hooked — and the #StanLOONA phenomenon was born.
themselves."
For Jeong, every new story starts with an ending. It's part of his process. He doesn't begin a narrative without knowing how it all wraps up. He envisioned the LOONAverse as 45 parts, from solo songs to sub-units to official comeback singles. But he didn't get to see his vision all the way through due to creative differences with Blockberry Creative's new management who wanted to put "less significance" on the LOONAverse. "I found that we just didn’t align as we had before," Jeong said. In August, he left the company, with LOONA's repackaged album, X X, being his last project with the group. A ballad album was scrapped in the process. "I felt very empty when I couldn't proceed further with LOONA," he added.
Though, the book isn't completely closed on LOONA either. In fact, he's looking forward to having a "second synergy" with the group sometime soon. "I am expecting to return to the LOONA universe," he said, adding that conversations to bring the girl group to the Japanese market are underway and that he's currently "reviewing" the offer. "It's looking pretty positive," he said.
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