The return of the 'world-class' girl group BLACKPINK was indeed extraordinary. Through their new song 'JUMP,' they took a unique approach, capturing global fans once again with over 8 million views just 4 hours after the music video was released.
YG Entertainment simultaneously released BLACKPINK's new digital single 'JUMP' and its music video on Nov. 11 at 1 p.m. Breaking away from BLACKPINK's signature luxurious mood and overwhelming scale, this music video attempted a bold and experimental 'B-grade sensibility' concept, eliciting various interpretations and reactions among both domestic and international fans.
In the video, BLACKPINK members are seen wearing colorful outfits and shouting 'JUMP' as they roam the city. The addition of surreal CGI and settings created a cheerful atmosphere, prompting some internet users to laugh with comments like 'It feels like an election broadcast,' 'BLACKPINK version of a superhero story?', and 'This is truly B-grade sensibility.' Conversely, there were positive reactions such as 'It's fresh to see BLACKPINK, which has always been so classy, take such a wild turn' and 'In this age, the concept and message are more important than the music video.' Many applauded the attempt to break the mold.
The visuals remain striking. The previously released teaser and visual cuts captured each member's unique personality and BLACKPINK's overwhelming atmosphere. The latex looks tagged with 'JUMP,' dynamic poses, and eye-catching balloon outfits all contributed to a mood befitting global icons.
Despite the mixed reviews, the music video surpassed 8 million views just 4 hours after its release, eliciting gasps of 'That's BLACKPINK for you.' It climbed to 3rd place on YouTube's trending music chart and 9th on the trending videos chart, instantly capturing the attention of listeners worldwide.
Starting with the release of this single, BLACKPINK is set to embark on the 'BLACKPINK WORLD TOUR [DEADLINE].' After successfully completing their first performance in Goyang, they will kick off their U.S. tour in Los Angeles on Dec. 12-13, and then perform in 16 cities around the world, including Chicago, Toronto, New York, Paris, Milan, London, Bangkok, and Tokyo, for a total of 31 shows, adorning global stadium stages sequentially. The stage for 'JUMP' has already been previewed at the Goyang concert, where it garnered praise for its 'different kind of addictiveness' compared to previous hits.
According to YG, 'JUMP' is a challenging attempt for BLACKPINK to expand their musical spectrum and worldview, and they noted plans to communicate with fans worldwide with a more free and cheerful energy through this activity.
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