Decoding success factors of NewJeans: How is it different?

K-pop girl group NewJeans / Courtesy of ADOR

NewJeans defies 'standardized K-pop formula'

By Dong Sun-hwa

From "phenomenon" to "game changer," rookie K-pop girl group NewJeans has earned the types of monikers that all singers crave, shortly after making its debut last August.

"Attention" and "Hype Boy," the two lead singles of the quintet's self-titled debut EP, have surpassed 100 million and 200 million streams, respectively, on Spotify, the world's largest music streaming platform. "Cookie," another lead track from the same EP, was named on The New York Times' Best Songs of 2022 list.

On Jan. 17, the group also made it onto Billboard's main singles chart only about six months after bursting onto the music scene, becoming the fastest K-pop act to pull off the feat. "Ditto," a tune featured in NewJeans' January EP, "OMG," debuted at No. 96.

A week later, "OMG," the lead track from the EP of the same name, also landed on the same chart, grabbing the No. 91 spot. It even climbed up to No. 79 on Jan. 31, and such an uptrend is worth noting, says Billboard's K-pop columnist Jeff Benjamin.

"K-pop albums tend to have large debuts and decline down the streaming charts, but NewJeans' debut EP was growing in its streams week over week," the columnist told The Korea Times. "Even 'Ditto' and 'OMG' entered the Billboard Hot 100 chart, not during their debut week, but a week or two or three after, showing the music fans' growing consumption and interest in their music."

Benjamin explained that the group's emphasis on music and its distinctive release strategy have both played pivotal roles in propelling it to meteoric stardom.

"NewJean's management company ADOR ― a label under HYBE that represents K-pop titan BTS ― created a discovery experience with the group," he said. "This totally new act revealed its singles and music videos before the album release. This method is atypical to K-pop releases, where the focus is on creating the loudest, attention-grabbing moment from the album release and hoping to sustain it."

As he mentioned, NewJeans unveiled the music video of "Attention" on July 22 ― about a week before its official debut ― without floating any teasers. Even the names and the ages of the five members ― Minji, Hanni, Danielle, Haerin and Hyein ― had been kept under wraps, to bring people's attention solely to the group's music and sound. Then, it gradually introduced other tracks ― "Hype Boy," "Cookie" and "Hurt" ― before its EP hit store shelves on Aug. 8.

This is an uncommon approach in the K-pop universe, where most management companies whet the fans' appetite with a series of teasers prior to rolling out an album or a single.

"NewJeans reversed the trend and revealed its music slowly," Benjamin added. "This sense of gradual introduction is more in line with how most U.S. music fans listen to music by being introduced to one single, another single, and eventually an EP or album."

He believes NewJeans will be able to extend its winning streak.

"As it has already begun to prove, I believe it can represent a group with a devoted and excited fandom like the most prominent K-pop groups, but also be competitive in the global streaming world where most of music listening is happening these days," he stressed. "While many K-pop title tracks look to create a 'moment' and be as bombastic ― and sometimes divisive ― for listeners to cut through the competitive K-pop industry, NewJeans' songs so far have impressed the general public, critics, and feel at home in many different kinds of playlists."

He continued, "I think a return to K-pop groups focusing on having strong music speak for itself ― first and foremost ― is bold and exciting, and I anticipate NewJeans continuing this way as more of the world falls for the group and its individual members."

NewJeans / Courtesy of ADOR

Decoding success factors of NewJeans, music critic Kim Do-heon pointed out that it has not conformed to the "standardized K-pop formula."

"Today, many K-pop girl groups craft their own fictional universes and add creative stories to their songs and albums, making it more challenging for non-fans to fully grasp their concepts and fall under their spell," Kim said in a recent interview with The Korea Times. "Many of them pursue 'maximalism' by bringing powerful and dynamic performances to the fore while unleashing wild electronic pop songs typically consisting of an intro, chorus and break. NewJeans, however, has ditched this convention."

According to Kim, NewJeans is more "carefree, laid-back and natural." It does not have a complex musical universe, where each member assumes the role of a fictional character. This means people can still appreciate its music to the fullest without having to study the group to figure out hidden messages embedded in its tunes. Simply put, the songs are catchy and easy to listen to.

Kim added that NewJeans' instant success is also attributable to the nostalgic 1990s' vibes found in its music, fashion and even merchandise.

"The group has the characteristics of the 1990s' K-pop acts like Fin.K.L and S.E.S. as well, in the sense that its focus is on music and the charms of its members," he said. "It seems many young people find this refreshing amid the ongoing popularity of Y2K culture."

Min Hee-jin, the CEO of ADOR / Courtesy of ADOR

NewJeans is the first girl group formed by Min Hee-jin, the CEO of ADOR who joined HYBE in 2019 after working as a creative director for two decades at K-pop powerhouse SM Entertainment ― home to prominent stars like EXO, NCT and aespa. The CEO, who has contributed to the success of several SM artists, has participated in everything from A to Z in launching NewJeans, from picking the members to developing its concept.

In contrast to most other K-pop producers, Min does not remain in the background. She has been actively presenting herself as the mastermind behind her group, telling the public what she intends to showcase and portray through the singers.

"Some people view Min in a positive light, while others don't," Kim said. "Some worry that she is receiving more spotlight than her singers. But it remains to be seen how things will go in the days to come. I am personally curious about how NewJeans will perform in the global music scene in the future and how it will grow. It will be great if I get to listen to the stories that these talented singers have in their minds."