Released on July 11, “Jump” marks BLACKPINK’s first group comeback in three years, since their 2022 album “Born Pink“. Anticipation had already been mounting after the group previewed the song at their recent “DEADLINE” world tour held at Goyang Stadium on July 5~6.
Upon release, “Jump” soared to the top of the iTunes Worldwide Song Chart in 47 countries, confirming fans’ excitement for the group’s long-awaited return as a whole.
The music video, however, has drawn particularly intense attention. Directed by Dave Meyers, known for winning a Grammy Award for Best Music Video, the MV features BLACKPINK in a surreal, comic-book-style scenario where they appear to control people’s minds.
Among the standout scenes: The members split heads open and pull open screaming mouths; A city crowd suddenly starts headbanging wildly to the chorus; People smash their heads against walls and buses; The girls fly across the sky in oversized puffer jackets.
The concept, which deviates strongly from BLACKPINK’s usual sleek and polished aesthetic, generated buzz instantly. The video topped YouTube Korea’s “Trending Music” chart on its first day and racked up over 31 million views within 24 hours.
Fan reactions were divided. Critics called it “bizarre,” “cringe,” and “completely different from their signature style.” Some admitted they found the visuals unsettling or “too absurd,” especially after the chic tone of the teaser. On the other hand, many praised the MV’s boldness and fresh energy, calling it a “shockingly new era” for BLACKPINK, “addictive,” and “fun to watch.”
Whether polarizing or revolutionary, “Jump” has clearly cemented itself as one of BLACKPINK’s most talked-about releases in years—ushering in what some are calling the start of a bold new chapter for the K-pop powerhouses.
