NewJeans: what’s so different about them?

You can read this article or watch my video essay here: link

According to their concept, NewJeans are portrayed as a group of teenagers who simply sing, dance, have fun and enjoy themselves. Surprisingly, despite being under a major South Korean label, NewJeans maintain an appealing and authentic aesthetic. Even though their production involves a large team, listeners still feel the genuine vibe of 'teenagers having fun and exploring themselves and the world.'

This authenticity is what truly sets them apart and highlights an area where many k-pop companies often struggle. I’ve noticed that several labels fail to grasp current trends and effectively utilize them to not only attract the general public but also to create a lasting connection that drives continued interest, including music consumption, merchandise purchases, and a dedicated fandom.

Additionally, it also sounds similiar to an english word 'adore' which, according to Cambridge Dictionary, means 'to love someone very much, especially in a way that shows a lot of admiration or respect, or to like something very much'.

Min Hee-jin, the founder of ADOR, is a renowned creative director in the K-Pop industry known for her unique artistic vision and ability to create visually stunning concepts. She has worked with several top K-Pop groups, including Girls' Generation, SHINee, and Red Velvet during her time at SM Entertainment. Her label ADOR aims to create a new type of idol groups that focuse on individuality and personality rather than perfection.

ADOR has successfully captured the essence of teenagers having fun, experiencing crushes, falling in love, trying new things, and exploring the world. NewJeans' unique charm lies in their overall image. They radiate an unfiltered and natural energy that deeply resonates with the audience. This authenticity establishes a profound connection, enabling the audience to experience the pure joy of witnessing a group of teenagers wholeheartedly exploring their creativity and embracing their youth.

To further discuss NewJeans' distinctive approach, it is worth noting how ADOR chose to promote the group prior to their debut, or rather, the unconventional strategy they used. Unlike most other K-pop groups, NewJeans' team refrained from utilizing common promotional tactics. This includes forgoing teaser photos and videos, song snippets, album medleys, and sneak peeks into the music video. Instead, they surprised the audience by releasing two singles from their upcoming debut album without any prior promotion.

I believe that this non-traditional promotional strategy also played a significant role in shaping NewJeans' image. By forgoing traditional tactics, they created an air of mystery and anticipation around their debut. That not only captured the audience’s attention but also added an element of intrigue to their image. It positioned NewJeans as a group that embraces unpredictability and takes a fresh, alternative path in the competitive K-pop industry. This strategy ultimately contributed to the perception of NewJeans as a bold and innovative force, setting them apart from other groups and adding to their overall appeal.

NewJeans places a strong emphasis on connecting with their audience, and it is noteworthy that I have yet to come across any negative comments about them. They have garnered love and admiration from a wide range of individuals, including fellow idols, music professionals, their dedicated fan base, and the general public. The infectious spread of NewJeans' popularity is akin to a phenomenon, captivating and leaving an impression on everyone they encounter.

Furthermore, I would like to analyze NewJeans' music releases and music videos more closely. We first heard about NewJeans with the release of their two pre-debut singles, 'Hype Boy' and 'Attention', which achieved immense success. The catchy chorus and dance of 'Hype Boy' sparked a social media challenge and attracted covers from numerous idols, dancers, and celebrities. Even the members of NewJeans themselves expressed surprise and gratitude for the overwhelming support they received.

After the release of these singles, NewJeans' official channel started uploading promotional videos to provide the audience with a deeper understanding of the group’s concept and the members' personalities. These videos served as a way to engage with fans and introduce them to the unique world of NewJeans. Following these promotional efforts, NewJeans made their official debut on the 1st of august with the song 'Cookie'.

NewJeans gained worldwide fans by showcasing diversity in their music videos. Each video offered a unique visual experience, featuring various themes and artistic elements. This broad range of visuals allowed them to connect with viewers from different cultures and expand their fan base globally.

Despite their initial debut being a huge success, I would like to shift our focus to their more recent release, 'Ditto'. I will use 'Ditto' as an example of how NewJeans continued to push boundaries and defy expectations, showcasing their willingness to explore themes that aren’t usually talked about in the k-pop industry. This release demonstrates their versatility, solidifying their position as trendsetters in the K-pop industry.

In their song 'Ditto, ' NewJeans introduces a new character named Ban Hee-Soo, whose name sounds similar to the word 'bunny' — a nickname given to the group’s fandom. Ban Hee-Soo represents not only the fans of NewJeans but also the image of K-pop idols' fans in general. K-pop fandoms are known for being some of the most dedicated and passionate fans in the world, largely due to the tactics used by the industry to create and maintain a parasocial relationship between fans and their idols. This relationship is often exploited by K-pop companies to increase the popularity and profits of their artists.

Examples include K-pop companies using tactics like frequent social media updates, fan meetings, and special events to create a parasocial relationship between idols and fans. They share personal stories, encourage fan participation, and train idols to interact in a friendly manner. These tactics foster a sense of attachment and intimacy, leading to the intense fandom culture observed in K-pop.

As mentioned earlier, Ban Heesoo serves as a reflection of fan culture in K-pop. In the music video for 'Ditto, ' we are immersed in her world. Throughout the video, she frequently holds the camera in a way that blocks her face, and even when she isn’t holding one, her full appearance remains concealed. Only glimpses of her eyes or lips are revealed, leaving her faceless like a blank canvas. This deliberate approach allows viewers to project themselves onto her character, stepping into her role and experiencing the narrative firsthand.

To gain a deeper understanding of the storyline, the music video for the song 'Ditto' is presented in two versions: side A and side B. To delve further into the universe created by NewJeans, let’s begin by analyzing side A.

The music video opens with an unknown woman exploring her old belongings, likely connected to her school days, and stumbling upon a tape. She inserts the tape into a recorder, unveiling a montage of edited footage that captures the nostalgic essence of revisiting old videos.

The intentional stylistic choice to emulate the VHS aesthetic enhances this nostalgic effect, evoking a sense of reminiscence. Within the footage, we hear the members affectionately addressing the person behind the camera as 'Heesoo-ya' (반희수야), which not only confirms that Ban Heesoo is the one capturing the footage but also suggests a close relationship between NewJeans and Ban Heesoo. In Korean culture and language, the suffix '야' is typically used to address individuals who are considered close.

The music video seamlessly transitions between VHS-style shots and professionally filmed scenes, further emphasizing that Heesoo is responsible for recording NewJeans and preserving cherished memories. The video is set in a school environment, offering a nostalgic glimpse into South Korean school life during the 90s.

We also get glimpses of NewJeans rehearsing and dancing, and their movements are not perfectly synchronized or polished. This adds to the charm of the video and gives us the sense of a group of teenagers having fun dancing together without any pressure or expectations of perfection.

In some shots Ban Heesoo is shown staring at a doe, which has a symbolic meaning in art. In the context of the NewJeans universe, this could represent a connection to nature or a sense of innocence. It could also suggest a longing for something pure or a desire to return to a simpler time. The exact interpretation may depend on the overall themes and messages of the song and video.

As Minji, a member of NewJeans said in a interview, deer also represents wanting to reach someone but being not able to. We can see in the music video that every time Heesoo encounters a doe, she stares at her from afar. It serves as a metaphor, meaning the inability to reach someone emotionally, which also further implies the parasocial 'distant' relationship between Heesoo and NewJeans.

Now, let’s delve into the second version, side B, which provides additional clues about the storyline and offers a deeper understanding of Ban Heesoo’s character. Side B begins with a collage of 'found footage' style videos, but in this version, each scene featuring NewJeans is abruptly interrupted by a similar scene without NewJeans. It becomes apparent that Ban Heesoo’s classmates find her filming behavior strange, as they give her funny looks and fail to comprehend why she’s capturing moments of no one.

In side B, we are introduced to a new character, a guy who appears to be the main character’s crush, as seen in side A. He shows a consistent interest in Ban Heesoo, frequently observing her and wondering about her intentions with the camera. The lyrics of the song 'Ditto' evoke a sense of first love, capturing stolen glances in the hallway, shared hours in boring classes, and a delicate feeling of hope and butterflies. This shift in side B focuses not only on NewJeans and Heesoo but also on the romantic connection between Heesoo and her crush.

In the middle of the music video, we witness a powerful scene where Ban Heesoo stands atop the school building, clutching her camera and gazing into the distance. The subsequent shot reveals her releasing the camera, causing it to shatter upon impact. The following sequences intertwine footage recorded on her camera with glimpses of the broken device. This symbolic moment portrays a significant turning point in the narrative, evoking a sense of loss and the disintegration of Heesoo’s connection to the captured memories.

Afterwards, we witness Heesoo fixated on the white static on her TV, suggesting that her nostalgic school memories in the previous music video were not real but instead a product of her imagination. Next, we observe Heesoo in solitude within her room, with a phone call from NewJeans member Minji going unanswered, signifying a sense of detachment or avoidance. Following that, we encounter Heesoo standing alone in a school hallway, gazing with teary eyes at a deer opposite her, evoking a poignant and emotional moment.

Towards the end of the video, we see the woman going through her old things and finding a tape, which she proceeds to watch. She’s once again watching footage of NewJeans, but then the members of the group suddenly burst into her room as if they came straight out of the tape. This scene leaves us wondering whether NewJeans was a figment of her imagination all along, as it seems unlikely that they could have actually appeared in her room like that.

Many fans have speculated that Ban Heesoo created NewJeans as a way to cope with her loneliness and isolation, and this delusion only grew stronger with time. As she grew older, she held onto these memories and continued to imagine that the members of NewJeans were still a part of her life, even if only in her mind. This ending is both poignant and haunting, leaving the viewer with a sense of sadness for the woman who couldn’t let go of her past.

Side A highlights Ban Heesoo’s role as the videographer capturing NewJeans' memories. The footage shows raw, unpolished moments of teenagers dancing and having fun, emphasizing the connection between Heesoo and the group, evoking nostalgia and innocence.

On the other hand, Side B delves into a deeper storyline, exploring Heesoo’s romantic connection with her crush. It takes us into her imaginative world, blurring the lines between reality and her own creations. The broken camera symbolizes a shattered illusion or the breaking of her constructed fantasy.

Both sides feature scenes of Heesoo staring at a doe, symbolizing various meanings in art. In the NewJeans universe, it could represent a connection to nature, longing for purity, or a desire to return to simpler times. Interpretation depends on the music video’s themes and lyrics.

By showcasing the group’s lively bond in Side A and exploring Heesoo’s personal and romantic experiences in Side B, the video offers a nuanced and deeper exploration.