Shortly after NewJeans debuted in August 2022, Min Heejin gave an interview where she said:
"for NewJeans, the music is the concept. … The reason I wanted a label of my own was solely for the musical aspect […] My label being independent was the only condition I had. … Since I’m not a composer, we won’t be able to define ADOR’s music as just one style."
I've often heard people say one of the biggest reasons NewJeans stands out, is their music. From Attention to Supernatural, NewJeans have covered several genres however all their songs feel distinctly like 'NewJeans' sound' to become a characteristic feature of the group and IMO this is an impressive feat for a group just 2 years old. This is my opinion however, so I'm interested in hearing what other people think.
Min Heejin gave that interview in 2022, we are now in 2024, do you think that statement of 'the music is the concept' still rings true for NewJeans?
by Prestigious-Sea710
3 Comments
She is right. The music should be the concept.
Labels spend millions on nonsensical album trailers that have zero connection with actual mvs, fancy concept pictures, 1-2 exaggerated (and often messy) MVs, but when it comes to music, you will get 1 good track, 1 decent b-side and fillers. K-pop industry always prioritizes visuals over anything. They prioritize title track and follow up track, rest can be whatever – that’s why majority of albums have no musical identity and lack cohesiveness.
They are essentially selling visuals, not music. I don’t understand why this industry is in such state, but there is no change it seems.
Don’t get me wrong. I love good visuals, but I have no need of it if music is garbage. For me, NJ has always been the perfect balance of good music and visuals. They only work with one photographer (not 4 for each set of concept pictures), they got no album trailers, they work with the same few MV directors (yet output is always different and creative), they use all that money to make MVs for all songs (even get brands on board to achieve it) and that’s the biggest visual media for them, their albums are gorgeous, no random photocards to milk us dry, etc. I think their visual game is one of the best (main priority is MVs and album design/packaging tho), yet they never fail to serve good music. I think companies need to find balance and worry about music more.
i’ve noticed the sound of the album (let alone the title track) has little to no relation to the “concept” of the album photobook. listen to aespa’s latest album while looking through the photos for it as an example. i think this is what mhj is referring to. and yes, i believe it still applies to current njs. why wouldn’t it?
I don’t think the music is the concept, just a piece of it. Their styling and marketing play important roles in how they express the “newjeans brand”. While the way their music blends older sounds and newer sounds, along with the less crowded compositions, and airy vocals creates a newjeans sound. Their styling and marketing, especially on stage performances builds upon it. They work in harmony to create the concept.