The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
  • World Expo 2030
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
  • Hangzhou Asian Games
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_X_on_2023.svgbt_X_over_2023.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
The Korea Times
amn_close.png
amn_bl.png
National
  • Politics
  • Foreign Affairs
  • Multicultural Community
  • Defense
  • Environment & Animals
  • Law & Crime
  • Society
  • Health & Science
amn_bl.png
Business
  • Tech
  • Bio
  • Companies
  • World Expo 2030
amn_bl.png
Finance
  • Companies
  • Economy
  • Markets
  • Cryptocurrency
amn_bl.png
Opinion
  • Editorial
  • Columns
  • Thoughts of the Times
  • Cartoon
  • Today in History
  • Blogs
  • Tribune Service
  • Blondie & Garfield
  • Letter to the Editor
amn_bl.png
Lifestyle
  • Travel & Food
  • Trends
  • People & Events
  • Books
  • Around Town
  • Fortune Telling
amn_bl.png
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
amn_bl.png
Sports
  • Hangzhou Asian Games
amn_bl.png
World
  • SCMP
  • Asia
amn_bl.png
Video
  • Korean Storytellers
  • POPKORN
  • Culture
  • People
  • News
amn_bl.png
Photos
  • Photo News
  • Darkroom
amn_NK.png amn_DR.png amn_LK.png amn_LE.png
  • bt_fb_on_2022.svgbt_fb_over_2022.svg
  • bt_X_on_2023.svgbt_X_over_2023.svg
  • bt_youtube_on_2022.svgbt_youtube_over_2022.svg
  • bt_instagram_on_2022.svgbt_instagram_over_2022.svg
  • Login
  • Register
  • Login
  • Register
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
  • 1

    INTERVIEWINFINITE's Nam Woo-hyun returns after battling with rare cancer

  • 3

    NATO chief says Ukraine inflicting 'heavy losses' on Russian forces

  • 5

    Robots slowly integrating into everyday life in Korea

  • 7

    Korea to double ceiling of immediate tax refund for foreign tourists

  • 9

    American man booked for writing graffiti in 155 locations across Seoul

  • 11

    Nexon, Kakao Games accused of using feminist hand gesture in promotional videos

  • 13

    Samsung retains top CEOs, launches unit to prepare for future

  • 15

    Mohegan Inspire integrated resort to hold soft opening in Incheon Nov. 30

  • 17

    Record 165,000 migrant workers to enter Korea next year

  • 19

    Hyundai Motor chief named industry leader by Automotive News

  • 2

    2023 MAMA AWARDS hits Tokyo Dome with stellar lineup

  • 4

    Enhypen's 'Orange Blood' debuts at No. 4 on Billboard 200

  • 6

    Final vote for Expo venue to take place today

  • 8

    Population of young Koreans expected to halve by 2050

  • 10

    Koreans need $2,830 a month after retirement: study

  • 12

    Former Hungarian ambassador honored with Gwanghwa Medal

  • 14

    Police lift travel ban on G-Dragon, request extension for actor Lee Sun-kyun

  • 16

    PHOTOSIt's beginning to look a lot like Christmas

  • 18

    Korea attends NATO-led cyberdefense exercise

  • 20

    YG's new girl group Babymonster debuts

Close scrollclosebutton

Close for 24 hours

Open
  • The Korea Times
  • search
  • all menu
  • Login
  • Subscribe
  • Photos
  • Video
  • World
  • Sports
  • Opinion
  • Entertainment & Art
  • Lifestyle
  • Finance
  • Business
  • National
  • North Korea
Entertainment & Arts
  • K-pop
  • Films
  • Shows & Dramas
  • Music
  • Theater & Others
Wed, November 29, 2023 | 08:35
K-pop
Decoding success factors of NewJeans: How is it different?
Posted : 2023-02-06 10:17
Updated : 2023-02-09 16:18
Dong Sun-hwa
Print PreviewPrint Preview
Font Size UpFont Size Up
Font Size DownFont Size Down
  • facebook
  • twitter
  • kakaolink
  • whatsapp
  • reddit
  • mailto
  • link
K-pop girl group NewJeans / Courtesy of ADOR
K-pop girl group NewJeans / Courtesy of ADOR

NewJeans defies 'standardized K-pop formula'

By Dong Sun-hwa

K-pop girl group NewJeans / Courtesy of ADOR
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."

K-pop girl group NewJeans / Courtesy of ADOR
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."

K-pop girl group NewJeans / Courtesy of ADOR
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."


Emailsunhwadong@koreatimes.co.kr Article ListMore articles by this reporter
 
Top 10 Stories
1[PHOTOS] It's beginning to look a lot like Christmas PHOTOSIt's beginning to look a lot like Christmas
2US, S. Korea cast doubt over NK's satellite photos US, S. Korea cast doubt over NK's satellite photos
3How can Korea become more migrant-friendly? How can Korea become more migrant-friendly?
4Busan loses bid to host World Expo 2030 Busan loses bid to host World Expo 2030
5Why are major South Korean stocks persistently undervalued? Why are major South Korean stocks persistently undervalued?
6As Christmas nears, people feel growing income disparityAs Christmas nears, people feel growing income disparity
7Hyundai Motor unveils universal wheel drive system Hyundai Motor unveils universal wheel drive system
8Jefferies to open Seoul office in January Jefferies to open Seoul office in January
9Economist challenges Yoon's immigration policies Economist challenges Yoon's immigration policies
10Hyundai Card's overseas usage skyrockets with Apple Pay partnership Hyundai Card's overseas usage skyrockets with Apple Pay partnership
Top 5 Entertainment News
1[INTERVIEW] INFINITE's Nam Woo-hyun returns after battling with rare cancer INTERVIEWINFINITE's Nam Woo-hyun returns after battling with rare cancer
22023 MAMA AWARDS hits Tokyo Dome with stellar lineup 2023 MAMA AWARDS hits Tokyo Dome with stellar lineup
3NMIXX to showcase unique allure with 'Fe3O4: BREAK' album next year NMIXX to showcase unique allure with 'Fe3O4: BREAK' album next year
4Perrotin brings Shim Moon-seup's seascape-inspired canvases to Paris Perrotin brings Shim Moon-seup's seascape-inspired canvases to Paris
5December brings mix of action, thriller, romance to small screen December brings mix of action, thriller, romance to small screen
DARKROOM
  • [PHOTOS] It's beginning to look a lot like Christmas

    [PHOTOS] It's beginning to look a lot like Christmas

  • 2023 Thanksgiving parade in NYC

    2023 Thanksgiving parade in NYC

  • Appreciation of autumn colors

    Appreciation of autumn colors

  • Our children deserve better

    Our children deserve better

  • Israel-Gaza conflict erupts into war

    Israel-Gaza conflict erupts into war

  • Turkey-Syria earthquake

    Turkey-Syria earthquake

  • Nepal plane crash

    Nepal plane crash

  • Brazil capital uprising

    Brazil capital uprising

  • Happy New Year 2023

    Happy New Year 2023

  • World Cup 2022 Final - Argentina vs France

    World Cup 2022 Final - Argentina vs France

CEO & Publisher: Oh Young-jin
Digital News Email: webmaster@koreatimes.co.kr
Tel: 02-724-2114
Online newspaper registration No: 서울,아52844
Date of registration: 2020.02.05
Masthead: The Korea Times
Copyright © koreatimes.co.kr. All rights reserved.
  • About Us
  • Introduction
  • History
  • Contact Us
  • Products & Services
  • Subscribe
  • E-paper
  • RSS Service
  • Content Sales
  • Site Map
  • Policy
  • Code of Ethics
  • Ombudsman
  • Privacy Statement
  • Terms of Service
  • Copyright Policy
  • Family Site
  • Hankook Ilbo
  • Dongwha Group