A surprising breakthrough in the mainstream, New Jeans fill in a refreshing k-pop niche that is filled with a creatively 2000s-inspired sound palette. While the journey holds questionable aspects that hold the group back, the glimmers of potential are showcased with the group holding their own with pristine brilliance.
Every decade comes another possible breakthrough in the K-pop scene, sometimes bewildering everyone as they rack up success in their own country to the steady point of reaching worldwide stardom thanks to their multitalented members and the colorful production to assist them. That attention may attract those on the lookout for the stirring success of K-pop everywhere, especially those who want to be k-pop stars themselves, no matter where they are or how young they can be. And for 2022, A new stripe of K-pop has broken through in the scene, this time with New Jeans.
A 5-member K-pop group composed of Hanni, Minji, Danielle, Haerin, and Hyein, New Jeans has immediately established themselves in the contemporary pop landscape given the group name that implies a refreshing style of pop in the K-pop scene even with the members still in their 14 - 18 age range. It is a surprise that they’ve broken through, but with the K-pop scene still flourishing with newer acts that may push the boundaries in the K-pop landscape while the older generation K-pop groups that may not have the spark they used to have before, New Jeans steps into their zone in a way that comes off as a good thing rather than a bad thing.
To extend even further, there is a sparkle of wonders that their self-titled EP delivers in pieces. 2000’s inspired production work is marbled to become contemporary, trampling it with wonkiness as if the glitz is dipped along with sharper tones. It’s a setpiece that all members slide into with a presence that still presents their youthful vocals in a way that doesn’t tamper with the glimmer they showcase in these tracks. ‘Attention’ is a heart-pumping opener, with choppy vocal cuts, staccato keys, and snappy drum patterns looping around the song as the members tiptoe around the adolescent love confessions pretty easily. It does wear its charm once the hook plows in, where the chimes and the vocal harmonies are sweet to the touch. The closer, ‘Hurt’, breaks apart the sweetness as it plays into bittersweet affection, asking their crush to be upfront with their feelings in front of them as the communication in long-distance forms start to feel empty and distant. It ends the EP with a somber, pleasant note, with shuffling drum and bass grooves accompanied by the twittering keyboard synths surrounding the member's sincere vocal tones around the track.
While the opener and the closer do make the EP start and end on a strong note, the way to get there is a bit bumpy. ‘Hype Boy’ is a mess of its own. While lyrically it still plays into that adolescent romantic yearning, instrumentally and melodically it just falls apart in a hodgepodge of unflattering elements squashed together. The metallic percussion, the background synth swell, and the pitchy vocal chops swamp out each other, not helping with the melodic lines that are clunky as they proceed from the verses to the chorus line. And then there’s ‘Cookie’. If the instrumentation and melodies are to be focused on, it’s pretty excellent. The wonky bounce amidst the trap skitters is a great fit, allowing the members to breeze through with bundles of charisma, especially when they go to a quicker flow at the end of the song that just exudes flawlessness on their part. But then there are the lyrics. While the label behind New Jeans has denied and clarified the controversial aspect of the song, it doesn’t help when one of the writers in this song has shown some skeevy things on their social media and it doesn’t remove the suggestive interpretation that taints the song into a territory that just hurts the quality overall. While sure, a cookie may not seem like a metaphor for innuendo at first, it’s important to note that food metaphors used for innuendo are common, especially in genres like pop music. And presenting this to a group whose members are still in their adolescence, it’s not a really good look for the company that allowed to push this to the group.
If there is something to be focused on in this EP is that New Jeans is a force to be reckoned with. While still in a position where there’s still growth to be had (and the label better manage this group carefully, especially with the members still being quite young), the stuff that they did show so far has some remarkable components to lean towards. It’s an EP that moves forward, displays what innovations that can still be pushed on in the Kpop scene, and showcases the great potential that New Jeans may grasp in the near future. And if New Jeans is the sign that will push the K-pop scene where experimentation and innovation will be the main attributes, then it’s going to be fun where the group heads their style soon enough.
Favorite Tracks: Attention, Hurt
Least Favorite Track: Hype Boy