NewJeans Launches Nostalgic Groove in Addictive New EP How Sweet
NewJeans, a girl group that has consistently dominated the K-pop genre, has finally returned to the music scene in their latest EP How Sweet.
It has been almost a year since the team’s last major release Get Up, which featured tracks such as “Super Shy,” “New Jeans,” and “ETA.” This time, the girls have brought back their signature Y2K style with a nostalgic, yet addictive groove in their comeback title track, similarly titled “How Sweet.” Outfitting their signature garage, electro-pop sound, this release is far simpler than their previous releases, bringing a comforting, vibe to the warm season.
Rather than fleshing out a more uniquely camp concept, as was utilized in “Super Shy,” “How Sweet” appears to repurpose the familiar sounds of the late 90s and early 2000s. Constructed on an R&B skeleton speckled with contemporary bedroom pop, their latest track is not necessarily eye-opening but is refreshing instead. While they look into the past for inspiration, NewJeans has most certainly been impacted by Western artists of today, such as PinkPantheress.
K-pop as a genre is notorious for its intensity, be it in sound or conceptual approach. Each group constantly strives to outdo the other, as was referenced in the recently circulating Min Heejin scandal regarding NewJeans and ILLIT, BELIFT Lab’s newest girl group. The attitude with which NewJeans’ comeback appears to exude is, strangely enough, one of nonchalance. Despite events unfolding within HYBE and the competitive atmosphere weighing down on K-pop artists, the title track’s mellow sound allows one to brush off the stress and enjoy the present moment.
NewJeans has yet to unveil their full sentiment on the contents of this EP, but revealed to the Korea Times, “The more you listen, the more charming the song becomes. The song, choreography, and styling all bring a fresh style.” Culminating at 3:39, “How Sweet” has pushed forth with a longer track, freeing themselves of the short-song epidemic that has taken the music industry by storm.
There are structural components of the track, in addition to its run time, that make “How Sweet” somewhat unique in comparison to other K-pop hits. For example, the bridge, most reminiscent of the early 2000s, showcases a set of repeating lyrics gliding through the instrumental, slowly building up to the final chorus. Most bridges within the K-pop genre try to deviate from the rest of the track, often culminating in either a high note or dance break. The group’s retro influence extends beyond their music. In the “How Sweet” music video, we catch a glimpse of the choreography, which once again takes inspiration from early hip-hop grooves with pop-and-lock movements and joint isolations.
you’ll never see newjeans lacking in fluidity and groove they honestly do freestyle best pic.twitter.com/FO7nSXTqCV
— athena (@softokkis) May 24, 2024
The R&B sound that NewJeans strives for lends itself to mellow rather than intense concepts. As such, the smooth melodies present in “How Sweet” reinforce a trend that has been spreading among HYBE girl groups, such as LE SSERAFIM: a preference for easy listening over hard-hitting tracks. With this comeback, the group has also shifted the content of their music. Since their debut, NewJeans has consistently released music about yearning for love or being in love.
Now, they have opted for self-confidence, revealing that happiness can be found in the loss of a damaging relationship. The girls address the pains of being alongside a toxic lover, overwhelmed by a desire to leave their partner, who is so distinctly different from one’s self.
“How Sweet” may not be something entirely new to K-pop listeners or NewJeans’ conceptual dictionary, but it is a sweet summer tune that completes any occasion. Listen to their How Sweet EP on Spotify, and stream the girls’ latest music video below.
Columnist | K-pop Stan | Tweet me @senaho5
