New Jeans:

With its imperfectly soothing nature, NewJeans' music exudes a youthful and tender charm that transcends the formulaic offerings of past successful Korean girl groups, rendering it invaluable. Diverging from the mass-produced, copycat culture, New Jeans is pioneering its style and trend, a TikTok-friendly "genre" that would soon be replicated by the next generation of Korean girl groups.

Ah, NewJeans—what can I say? They’re not just a girl group; they’re the girl group, cutting through the oversaturated fog of K-pop like a laser beam of youthful charm. Forget the cookie-cutter choreography and formulaic soundtracks that have plagued some of the genre's biggest names. NewJeans isn’t here to copy trends—they’re here to start them. Their TikTok-ready vibe is less about following the algorithm and more about bending it to their will, ensuring that future K-pop stars will be scrambling to emulate their groove.

While most groups debut with fireworks and painfully orchestrated PR campaigns, NewJeans strolled onto the scene with effortless cool. They didn’t need press conferences hyped to the stratosphere like BTS or Blackpink. No, they just dropped "Attention," a lead single that screamed, “Hey, notice us,” without begging for it. The accompanying self-titled EP was a mic-drop moment, a cool-as-ice flex that left listeners reeling. If this was their prologue, the story that followed was bound to be legendary.

Let’s be real: NewJeans gets the teenage zeitgeist. Their sound is as tender as a handwritten love letter but as cutting-edge as a viral meme. With tracks like "Super Shy," a love confession wrapped in Jersey Club beats, and "Hype Boy," a dance anthem laced with future bass, NewJeans redefines what it means to be both playful and profound. Who else can pull off lines like “I’m super shy, super shy” and make them sound like an anthem for love-struck introverts everywhere?

These aren’t just songs; they’re mini psychological portraits of youth—awkward, hopeful, and unshakably determined. They craft soundscapes that don’t just move feet but stir hearts. No wonder TikTok is flooded with their catchy tunes. NewJeans isn’t just making music; they’re creating a movement.

In an effort to comprehensively elucidate the essence of NewJeans' music, the producers deftly incorporated a repertoire of discerning genres that artfully permeate the "NewJeans experience" for their audience. Unquestionably, NewJeans is the solitary Korean girl group I have encountered who has judiciously harnessed the captivating elements of Jersey Club beats and Breakbeat. Within their vibrant composition, "Super Shy," a sprightly melody that accentuates the introspective daydreams of a restrained adolescent, they unabashedly articulate phrases such as "I'm super shy, super shy, but wait a minute till I make you mine." This candid disclosure unveils a tender infatuation for another, while simultaneously evincing an unwavering determination in the pursuit of love.

"Built around a riff on the Powerpuff Girls theme and a bass drum like a hiccuping heartbeat, the song was co-written by Erika de Casier, who expertly guides the group towards a soft, sensitive take on drum’n’bass. "
----Olivia Horn, Pitchfork.

The debut EP of NewJeans undoubtedly showcased an instant classic with "Hype Boy": an electrifying and infectious electro-pop anthem that immediately captivated my senses. The song's expertly crafted beat drops, featuring a dynamic combination of future bass and a tantalizing dose of tropical elements, effortlessly compelled me to groove along with the band's breezy synths. The hypnotic "Hype Boy" spell is irresistible, prompting listeners to move and groove in perfect unison with NewJeans' irresistible sound. I guess this song is a candid representation of one of the "superpowers" of NewJeans, awakening both the physical and spiritual body, triggering you to savor the melodies while rousing your body to respond to this brisk dance rhythm. It's no wonder that NewJeans has sparked TikTok crazes with every release. Their music taps into the inner pulse of human nature, unburdening a longing for uninhibited self-expression and emotional liberation, particularly during the formative years of adolescence.

A serene performance blossomed with a power distinct from grand routines.

The disparity between NewJeans and other K-POP artists is palpable, evident in their distinct musical style, unconventional genre choices(House, Moombahton, Jersey Club, Choir, Garage, Baltimore Club, Melodic Rap...), and captivating dance choreography. These elements have solidified NewJeans' sensational success, firmly establishing them in the hearts of their listeners. In contrast, the conventional approach employed to promote Korean girl groups offers its own advantages: it emphasizes the individual members of the group while utilizing music and dance to enhance the artist's overall impression. While NewJeans does possess their unique "Character Setting," the focus remains primarily on their musical output, placing extra emphasis on the production of music rather than solely on themselves. 

Unlike some industry giants who rely on grandstanding personas (looking at you, Jungkook, and your recent attempt at “sexy”), NewJeans keeps the spotlight firmly on the music. Their hits like "OMG" don’t need bombastic effects or crown-wearing theatrics. Instead, they stick to storytelling, weaving simple yet heartfelt tales of crushes and relationships. Sure, some tracks are crafted for TikTok virality, but they’ve mastered the art of balance—delivering earworms without sacrificing soul.

Greasy, yuck.

On the other hand, what did NewJeans do? They discarded the bombast sound effects and the "Queens" title for publicity, which lends focus on musicality and the heart of the songs themselves. In the single "OMG", NewJeans narrated a simple story of adoration and relationship with a boy, who's making her "hoping that he will come through" and someone that's "right there for me 24". A melodic rap with a pinch of trap beats in the back, NewJeans did an adequate job on production and storytelling. Admittedly, the singles lean towards simplicity, incorporating elements that resonate well on TikTok, but this may overshadow the songs' potential for greater depth and accomplishment. Nevertheless, as a girl group, NewJeans has undeniably achieved commendable success. 

I'm sorry but they do look gorgeous😍

"Ditto," the ethereal winter symphony of 2023, reverberated through the depths of my teenage soul like a celestial serenade. As NewJeans breathed new life into this opus on the grand stage of "It'sLive," the transformative power of music swirled around me, casting a spell of enchantment.

"Ditto" is the song of the winter😭

With delicate intricacy, the melodies of "Ditto" wove a tapestry of emotions, delicately entwining the hearts of the audience. Its resplendent harmonies and nuanced nuances painted a vivid tableau of love's complexities, evoking a kaleidoscope of emotions within me. It was a musical soliloquy, a tender embrace of the yearning that resonated deep within my being. Like a sonnet composed by the muses themselves, each verse of "Ditto" unfurled with poetic elegance, adorned with evocative metaphors and transcendent imagery. It was a melodic dialogue, an artful interplay between star-crossed lovers, their intertwined destinies illuminated by the impassioned vocals. The song echoed with a bittersweet resonance, capturing the essence of love's longing and the ache of unfulfilled desire, like a delicate frost clinging to the petals of a wilting rose.

As the final notes lingered in the air, a wistful sigh escaped my lips, for "Ditto" had carved itself into the very fabric of my existence. It had become the winter hymn of my soul, an anthem that encapsulated the ineffable beauty and intricate depths of love's yearning. It was a symphony of emotions, an orchestration of the universal human experience, transcending the boundaries of time and space. NewJeans' revival of "Ditto" illuminated the profound connection between music and the teenage spirit, underscoring the timeless power of melodious poetry to mirror, uplift, and validate the intricate tapestry of emotions that define our youth. This winter opus left an indelible mark, serving as a poignant reminder of music's ability to weave threads of longing and resonance, creating an eternal symphony within our hearts.

In a world where everyone is trying to be the loudest, flashiest star in the galaxy, NewJeans has mastered the art of subtlety. They’re not just artists—they’re trendsetters, and their music is a diary entry for a generation that’s navigating love, identity, and everything in between.

For now, I’ll leave you with this gem: their live performance of "Ditto" on YouTube. It’s the perfect antidote to a cold, romance-free winter. Watch it. Bask in it. Let NewJeans remind you what it feels like to be seen.

Here is a link for a live show of NewJeans on YouTube, exactly what I need in this frozen winter with no romance at all:

https://www.youtube.com/watch?v=YD1UblIUEe4

Justin

2023.12.25