Fans of the late SHINee member Jonghyun were furious after discovering that photos from the late Jonghyun's Instagram were used as props in an MV, most likely without permission from the late idol's family or from the late idol's label SM Entertainment.
In rookie idol band The Rose's latest MV for "She's In The Rain", the band members sing and play their instruments surrounded by numerous polaroid photos hanging from the ceiling by threads.
Due to the outcries of fans demanding that The Rose's "She's In The Rain" MV be taken down, on October 16, J&Star Company released an official apology dedicated to fans of the late SHINee member Jonghyun, as well as the public. You can read the full apology below:
"Hello. This is J&Star Company. We would like to provide an explanation regarding The Rose's new MV.
First, we ask for your understanding in us taking some time to construct our explanation, as we decided that it would be best to properly check the MV for evidence that the late Jonghyun's Instagram photos were in fact used in the MV.
For this MV production, we at J&Star partnered up with production company Beat Logic. We believe that the issue arose due to the excessive analysis and discussions over the meaning behind the song between us and the production company, beginning from the start of the MV filming and throughout the composition of the MV's storyline.
Here is J&Star's official song description:
[Title track 'She's In The Rain' is a song which hopes to provide comfort to those who are worn and troubled by life's struggles of loneliness and heartlessness... At the end of the song, the lyrics which read 'We're in the rain' depicts an image of individuals banding together, sending out a message that the singer will stand by you until you can rediscover 'you' from a happier time.]
We have confirmed with the MV production company Beat Logic that they used the photos in question as background props for the MV set in order to depict a message of remembrance after the tragic death of the late Jonghyun, in conjunction with the message of comfort which aligns with the song's description.
The issue ultimately occurred due to the fact that we at J&Star and our label artist The Rose were unable to pick up on this particular usage of props, and we carried out MV filming ignorantly, failing to become aware of this portion until after the MV's release.
Both we at J&Star and at Beat Logic believe that this incident was not intentional with the purpose of using a particular, tragic figure for business or marketing purposes.
We would like to apologize deeply toward the late Jonghyun's family members and his label SM Entertainment, as well as toward fans of The Rose and the many fans of the late Jonghyun.
We feel a heavy burden in our hearts in the fact that we were not carefully enough in double checking such occurrences. Once again, we offer our sincerest apologies to all those who were hurt by this issue.
J&Star has received numerous opinions and thoughts from you about this matter, and we will do our best to ensure that no further damage or problems arise."