Why is NewJeans such a success?
Kpop group NewJeans have enjoyed unprecedented success since their official debut in August last year!
The quintet set a first-week sales record for a girl group debut album with 311,271 copies sold in the week following its release, the highest number among kpop girl group debut albums.
The previous record was 307,450 copies owned of Le Sserafim’s “Fearless.”
NewJeans sold a total of 262,815 copies on the day of the album’s release alone, setting a sales record for a girl group debut album.
The highlight of NewJeans is that they broke the mold of existing idol groups and quickly topped the music charts, emerging as rookie monsters in the music industry without a single disagreement.
As a member of Hybe, NewJeans also gained prominence in the overseas music market, debuting on the Billboard charts in August and since then achieving remarkable results, staying on the charts for 18 consecutive weeks.
In addition, “Attention” and “Hype Boy” passed the mark of 100 million listeners on Spotify. It’s even more surprising considering that all of this happened just about six months after their debut.
The worldwide reception of the song “Ditto” from the album “OMG”, which was pre-released on December 19, is also surprising. According to the latest ranking published by Spotify on the 23rd, “Ditto” has been streamed over 11.47 million times and ranks 22nd in the world’s “Daily Top Song” and 1st in South Korea.
“OMG” sold 701,241 copies in the first week after its release on January 2nd.
The success of “OMG” was widely expected as pre-orders reached 800,000 copies. The quintet was named Best Newcomer of the Year at the 37th Golden Disc Awards, making it one of the most prestigious awards in K-pop.
OMG also won No. 1 in Oricon’s Daily Singles Ranking in Japan.
Additionally, “Hype Boy” took second place, “Attention” (5th), “Cookie” (14th), and Hurt (26th), showing their power to rank all songs released since their debut.
You have other benefits; fresh emotions of teenage girls, advertising strategies and performances with the typicality and concepts aimed at Generation YZ that lived both analog and digital periods, thus quenching the audience’s thirst that created a phenomenon of nostalgia in kpop.
As a result, they had the honor of winning the 2022 AAA Rookie of the Year award, as well as other accolades simultaneously, with just one debut album.
This means that we should avoid limiting NewJeans to existing standards or stereotypical assessments. In addition, it should be remembered that any controversy that may arise can prevent the diversity of K-Pop groups, which have only now begun to emerge from pre-existing concepts created by the K-Pop music industry, due to its uniqueness and unity.
However, the group continues to bask in controversy. Her latest MV is titled “OMG”; A hip-hop R&B song that mixes UK garage beat and trap beat received a lot of criticism.
Released on January 2, the members play patients in a mental hospital with actor Kim Joo-hun, who first appears as a doctor at the facility.
Each member’s illusions are revealed throughout the video. For example, Hanni thinks she’s the iPhone’s Siri voice assistant, and Minji claims she’s not a patient but a doctor, while Haerin thinks she’s a cat.
Danielle seems to be the only one who knows they are K-Pop singers. Kim is also later seen in a hospital gown watching the group from a corner, suggesting he may actually be another patient.
The clip shows the blurring of the line between reality and fantasy, which was also evident in the “Ditto” video released last month. The controversial part is the cookie part. Someone posted the following on their Twitter account: “Am I the only one uncomfortable with the clip?”
The final scene of the clip shows someone writing a malicious comment on the music video. Minji walks up to the surfer and says “let’s go”, possibly to jail or psychiatry.
One pop music critic said: “The message of the last scene (warning against malicious comments) isn’t bad, but I wonder why I have to see it in the NewJeans clip.
I find the director’s artistic conception too contradictory. Another reviewer said the scene would inevitably be a subject of controversy.
The video is proof that anyone who criticized the video was caught off guard.
Separately, “OMG” ranked second in the Melon Top 100 behind “Ditto” on Jan. 3, and the music video surpassed 7.2 million views 24 hours after its release.
The multinational group consists of Minji, Danielle, Hanni, Haerin and Hyein, whose average age is 17 years old.
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