NewJeans is capturing the hearts of music fans in Korea and abroad with just one music video, ‘Bubble Gum,’ released before their comeback.
According to the latest YouTube charts released on the 5th (26 April – 2 May), ‘Bubble Gum’ by NewJeans (Minzy, Hani, Daniel, HaeRin, and HyeIn) topped both the most popular music videos and most popular songs for the week in Korea. ‘Bubble Gum’ also debuted at No. 2 and No. 5 on YouTube’s Global Weekly Top Music Videos and Top Songs charts, respectively, proving its global appeal.
The song hasn’t even been officially released yet, but it’s a testament to Newzine’s global reach and impact. ‘Bubble Gum’ is part of the new double single ‘How Sweet,’ which will be released on the 24th of this month. Like its predecessors, NUJINS released the full version of the music video first, making a move to reach out to the public with only music and content.
In particular, the music video for this song is characterised by lyrical visuals and natural storytelling rather than performance-based. More importantly, it is not a video that can be watched dozens or hundreds of times to follow the choreography, but rather a music video that shines as a reflection of Newzine’s musical sensibility.
In fact, the music video for ‘Bubble Gum’ captures the pure, harmless charm of the members of NUJINS. In the colourful, camcorder-shot video, the members gather in a house that smells like summer, laughing and playing around. They run and dance freely in their white clothes on the blue beach, creating a beautiful scene of youth. The nostalgic objects such as camcorders, VHS tapes, bubble gum, spherical fans, beads, and other childhood memories, as well as the nostalgic visuals, create a sophisticated sensibility that is more than retro, appealing to a wide range of ages.
The music itself is also refreshing. Flute and synth sounds are used to create a cool atmosphere, and the members’ clean and soft tones make the songs easy to listen to at any time. UPROXX called it ‘upbeat pop that’s the perfect soundtrack to the upcoming summer days,’ while NYLON, another American publication, said, ‘The music video is as sweetly nostalgic as the bouncy pop track.’
Ahead of their Japanese debut in June, Newzine’s teaser for their collaboration with world-renowned pop artist Takashi Murakami has also been making waves. The teaser for ‘Right Now,’ a track from their Japanese debut single ‘Supernatural,’ features the ‘Newzines X Takashima’ character, a collaboration between Newzines and Takashi Murakami. The teaser, which is only 28 seconds long and features vintage colours, has been described as a piece of pop art, raising expectations for the Japanese debut album.
With only one video each for their May and June singles, NewJinx is making waves. Newzine, who have set a new standard for K-pop with their unique planning and music, are once again attracting attention from the public and critics with their own moves.
