Review | Album, Music | K-pop
[Album Review] NewJeans — New Jeans review: K-pop’s much-needed fresh breath of air | ★★★★☆
Min Hee-jin’s girl group is now the centre of attention
Monster rookies NewJeans debuted with their self-titled mini-album on August 1 after pre-releasing two critically-acclaimed singles in July. Helmed under HYBE’s new independent subsidiary ADOR, CEO Min Hee-jin is the mastermind behind the production. Min was powerhouse SM Entertainment’s ex-creative director, notable for working with flagship groups like EXO and Red Velvet.
The quintet first burst into the public eye when the music video for ‘Attention’ premiered on YouTube with little to no pre-debut PR — unorthodox in the business where every release is meticulously planned for maximum exposure. Going against the grain of the typical glamorous K-pop idols, NewJeans opts for the concept of simplicity and well-executed Y2K-inspired aesthetics. Styled in American high school fashion and superlight makeup, NewJeans anchors on a youthful (almost non-idol-like) girl-next-door image. Their simplicity also echoes throughout their music — minimalistic and subdued yet ear-catching enough to hook listeners easily.
First title track: ‘Attention’
EP opener ‘Attention’ begins with alluring celebratory cheering and old-school R’N’B clapping. It quickly subverts expectations with a mellow, airy melody to accentuate the members’ light vocals, contrasting the current clamorous K-pop releases. ‘Attention’ only gained momentum on the charts days later. It continues winning locals’ hearts, even reigning over concurrent releases from megastars Girls’ Generation and Blackpink.
Second title track: ‘Hype Boy’
The second pre-released single ‘Hype Boy’ kept up and raised the hype for NewJeans’ debut to greater heights. Backed by low-volume looping synths, the upbeat and catchy melody makes ‘Hype Boy’ an instant ear-grab, all while staying on brand (vocally driven with the heavy 2000s R’N’B influences).
Third title track: ‘Cookie’
‘Cookie’ falters as the third title track. Despite the bouncy baseline, the lazy monotone (almost lacklustre) singing fails to do them justice, given that vocals are NewJeans’ strong suit. ‘Cookie’ continues to let down with lyrical innuendo, controversial considering it’s delivered by all underage girls; a conspired move to rack up discussions.
B-side: ‘Hurt’
Being the only non-promotional single, it’s only natural for people wanting to check out ‘Hurt’, a soft and emotionally-charged teenage crush ballad, solid yet sadly unable to stand on par with the rest.
With the brilliant and unprecedented branding, NewJeans is certainly no cookie-cutter looking at how they came out on top in the year of strong girl group debuts and releases. Many eyes are on NewJeans’ next project to see the kind of new genes they will bring and if they have what it takes to steady their footsteps.
