Will NewJeans Be the Next Big Girl Group?
The girl group NewJeans seemed to emerge out of nowhere. While speculation of a new girl group under HYBE Corporations had been circulating the internet, little to no information was released on the name of the group, when they would debut, or what sort of concept they would go for.
That mystery has finally been solved. NewJeans, a five-member girl group under one of HYBE’s sub-label titled ADOR Entertainment, has risen to the scene, gathering a large following only days after their first track, “Attention.” K-pop fans across the globe had limited knowledge of the girls’ debut but are now begging for more. NewJeans has amassed admirers across social media platforms such as Twitter and TikTok, where their songs have been praised thus far.
In addition to “Attention,” New Jeans has released “Hype Boy” and “Hurt,” following up with “Cookie” on August 1. These songs are only sneak peeks into their upcoming debut of their first mini-album New Jeans, which will be released digitally on August 1, and officially on August 8. So, what has made this group so special so far, and will they really be the next big girl group that Netizens anticipate them to be?
From the concept photos to the promotional content to their music video, NewJeans is on its way to being a trendy Y2K-inspired girl group featuring 2000s fashion and culture. All five members were born in the early 2000s and have been taking inspiration from their childhoods and putting it into their music: Hanni (2004), Minji (2004), Danielle (2005), Haerin (2006), and Hyein (2008). With an eccentric color scheme incorporated in everything they do, the girls incorporate kitsch and camp styles in their daily lives. Although many groups in K-pop seek to represent Gen Z culture, the girls of NewJeans are directly involved in the action, being that they are all teenagers.
The group’s concept is hard to pin down since Gen Z culture really embraces unique perspectives and ever-changing styles. However, in a recent press release, Heejin (CEO of ADOR Entertainment) stated, “‘Attention’ brings not only the quintet’s faces to light, but also highlights the group’s name, NewJeans. Pop music is a culture that is very close to our daily life, so it is like the clothes we wear every day. Just as jeans have withstood the test of time and found popularity among many regardless of their age and gender, NewJeans aspires to become an icon of generations—one you never grow tiresome of putting on.”
NewJeans’ “Attention” has captured the essence of KR&B music as it delivers on all of the vibes and is a catchy start to their discography. Watch the video below to experience the K-Pop sensation that is NewJeans.
Columnist | K-pop Stan | Tweet me @senaho5
