BLACKPINK has stunned fans once again this time with an unexpected twist. Their latest music video for the new single “JUMP”, released on July 11 at 1 p.m. KST, is being praised for its audacious B-movie aesthetic, offering a fresh, almost surreal take on their signature high-gloss visuals.
Gone are the lavish studios and ornate accessories typically seen in previous BLACKPINK releases. Instead, the members are seen entering someone’s body and repeatedly shouting “JUMP”, as the people of the city descend into chaos banging their heads against walls and floors in exaggerated, bizarre sequences.
The quirky CG effects and intentionally absurd direction have elicited laughter and intrigue from viewers. Dressed in yellow, gray, red, and black, the members sprint through a stylized cityscape in a way that some online users humorously compared to a “vote-count broadcast”.
Comments flooded in within hours:“This isn’t the BLACKPINK MV we’re used to it’s so refreshing.””Full of B-movie vibes!””Perfect gym track the beat hits hard!”
Within just four hours of its release, the “JUMP” music video had already surpassed 8 million views, ranking #3 on YouTube’s trending music and #9 on overall trending videos.
The music video was helmed by Dave Meyers, a Grammy Award-winning director known for his dynamic and often playful visual storytelling. Meyers brought to life a lively and slightly chaotic concept that diverges sharply from BLACKPINK’s previously polished visuals, yet still amplifies their charisma and global appeal.
This is not his first collaboration with YG Entertainment, Meyers also directed CL’s “Lifted” in 2016 and WINNER’s “Really Really” in 2017. The renewed partnership seems to have allowed creative freedom to explore themes and tones BLACKPINK had not previously touched and the response has been overwhelmingly positive.
In daring to embrace the unconventional and injecting their brand with a dose of offbeat humor and raw energy, BLACKPINK has once again proven that they’re not just idols — they’re fearless performers willing to challenge the K-pop status quo.
