Source: uhdpaper
Surprises are not new in the K-pop industry however, NewJeans is making an exception there. This latest girl group has launched their debut musical projects with absolutely zero hype yet made a buzzing entrance into the music industry.
The girl group dropped their first music video around a month ago and did not make any marketing approach or distributed any release information. Usually, South Korean media companies make sure to utilize proven methods of creating anticipation in the market before launching a project. However, HYBE has come up with an absolutely new approach.
NewJeans offers five new faces launching their first music video on YouTube without any prior announcement. It was a risky move but ultimately offered great results as the song has already more than 25 million views. Thanks to the focus on music than anything else that makes this group unique, fresh, and dedicated.
HYBE’s current chief branding officer, Min Hee Jin has guided through the project and it was nurtured under ADOR, a subsidiary under the HYBE Label. Min is also involved with BIGHIT Entertainment and SM Entertainment. In a recent interview, Min said, “I wanted to create a label with a brand-new look that did things never seen in the K-pop scene before.”
She further added, “The kind of music I’m going for is something that hasn’t really been attempted in the K-pop scene, so an independent label was essential to push ahead with this.” The attempt is visible in the music videos as well as the musical arrangement, performance, and visual representation.
The five members of NewJeans are Hanni, Haerin, Hyein, Minji, and Danielle. Min had the vision to break the traditional norms of the industry with this new girl group. She said, “I thought to myself it would be cool to release them without any teasers. ”
After revealing the music videos for the latest tracks like “Hype Boy” and “Attention”, the tracks immediately entered the Global 200 Chart and kept on climbing the charts as time passed. Two more tracks emerged the in the scene namely “Hurt” and “Cookie” which portrayed the unwavering style and musical excellence of each member of this girl group. The track “Cookie” breaks through the Billboard Global Excl. US chart.
All of the four-track appear in the latest EP ‘NWJNS’ by the group. In Korea, this EP has broken all the records and is featured at the no.1. Stay tuned to know more!
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