On July 5, BLACKPINK debuted their new track “JUMP” at the kickoff concert of their DEADLINE world tour in Goyang, South Korea. According to Jennie, “JUMP” will be officially released within the upcoming week, after the girl group concluded their 2 concert nights in Seoul. The song, which was previously teased on social media, marked BLACKPINK’s first group release in nearly three years since “Born Pink” and “Shut Down.”
However, after a much-anticipated reveal, the song has sparked rather mixed responses.
On the one hand, international BLINKs (fans of BLACKPINK) lit up social media with euphoric reactions. Many applauded the energetic beat, vibrant staging, and the maturity in each member’s vocal tone – attributes they say reflect BLACKPINK’s individual growth after a year of solo work. The group’s signature confidence was on full display, creating a high concert atmosphere.
Meanwhile, on Korean forums like TheQoo and Pann, the tone was starkly different. The hashtag “BLACKPINK JUMP” climbed to trending as heated posts flooded online communities, generating thousands of comments within hours.
Some users praised the unique blend of voices and chemistry among members, leaving comments such as:
- The 4 of them makes for such a powerful combination that leaves nothing to complain about
- This is such a high-energy song that matches BLACKPINK’s colors
- This is a perfect festival song with its unmatch hype melody
Others, however, were blunt, leaving scathing remarks as below:
- Only the ‘1, 2, 3, jump’ part was fun, whereas the rest fell flat.
- This is what they came up with after not renewing contracts?
- Despite being global superstars, they are singing such B-tier music.
- The choreography is so basic. Nothing pops.
Several also likened the song’s chorus to a mix of “BOOMBAYAH” and hyperpop, whilst some even speculated that “JUMP” samples the early 2000s Eurodance hit “Meet Her at the Loveparade”, further fueling online debate.
Musically, “JUMP” plays it safe. It’s upbeat, catchy, and fits BLACKPINK’s usual style, with the core elements of empowering, female-forward, and festival-ready. The lyrics encourage women to break free and do what they love. Nevertheless, it is important to note that the “JUMP” that has been revealed is simply a live concert performance, without high-quality audio. The official song may actually be more polished, and fans are eagerly waiting for the official release and how it will fare on the charts after such a long wait.
Regardless of “JUMP” true quality, frustration extends to YG Entertainment’s comeback strategy. Fans slammed the label for a rushed promotional timeline: minimal teasers, no music video, no scheduled music show appearances, and lackluster social media rollout. Visual design and branding elements for the DEADLINE era were also called out as “unpolished” and “unimaginative.”
There were also controversial comments about “DEADLINE” Day 1 as a whole, but most fans agree that the energy of BLACKPINK members “saved the show” despite ongoing chaos and complaints.
