“NewJeans is making an impact on K-pop and the world, surpassing the speed of many senior artists” – TIME
In May of this year, TIME selected NewJeans as the only K-pop female artists on the ‘2023 Next Generation Leaders’ list.
Debuting with records like ‘first’ and ‘shortest,’ NewJeans has set another milestone. On November 20th, they won Top Global K-pop Artist at the Billboard Music Awards (BBMAs), marking the shortest time for a K-pop artist to win after debut (1 year, 4 months).
NewJeans entered Billboard Hot 100 just six months after debut and took only a year to claim the top spot on Billboard 200.
Four months later, they continue to hold a place on Billboard 200. This success reflects NewJeans’ steady popularity beyond mere flashes of fame.
Good music and performances
Despite limited international activities, experts attribute NewJeans’ rapid global success to their good music. Their strength lies in a softer and more natural charm than the typical girl crush concept.
Even amidst fast-paced beats, NewJeans calmly deliver lyrics as if engaged in a conversation, capturing listeners’ attention. NewJeans infuse their easy-listening songs with a unique creativity.
From debut, they experimented with genres outside conventional K-pop norms, collaborating with unfamiliar domestic and international songwriters, creating an innovative sound. Overseas media applauds NewJeans’ music for its “natural friendliness that departs from traditional K-pop.“
NewJeans receive high praise not only for their music but also for their performances. Breaking away from the conventional knife-like and synchronized choreography, NewJeans enjoy a carefree atmosphere on stage. However, this too is a result of meticulous craftsmanship. From their pre-debut training days, the girl group moved beyond rigid dance routines, exploring various genres such as ballet, hip-hop, house, and freestyle. The principle of producer Min Hee-jin, where the girl are not confined to a framework, is manifested in their dancing. While maintaining overall coherence, each member expresses themselves through dance in a way not seen in traditional K-pop, bringing a refreshing element.
NewJeans recently showcased performances for all six songs in “Get Up,” aking their music richer by digesting a variety of styles from contemporary to conventional.
Members’ talents and Min Hee-jin’s skill in capturing them
NewJeans is a fusion of talents that can pull off both good music and performances. Minji brings powerful energy, Hanni possesses exceptional groove, Danielle has a clear voice, Haerin showcases clean dance lines, and Hyein has innate flexibility. With diverse strengths and personalities, they come together as a team, complementing each other and creating synergy. In their “2023 BBMAs” acceptance speech, the girl group emphasized strong teamwork, mutual support, inspiration, trust, and unbroken friendship as the key elements that define NewJeans. The weight of the fame achieved simultaneously with their debut was manageable due to the talents and efforts of the members.
In discussing NewJeans’ popularity, it is also crucial to acknowledge the importance of Min Hee-jin, who constructed a team with such members and established a distinctive branding. Producer Min Hee-jin introduced NewJeans to the public without elaborate teaser content during their debut, revealing the members through music videos and focusing on the essence of music. The innovation brought by Min Hee-jin through NewJeans was not about “stronger stimulus” but rather about “flexibility and naturalness,” receiving explosive reactions not only domestically but also internationally.
A cultural phenomenon called NewJeans’ syndrome
NewJeans’ popularity goes beyond music, giving rise to a cultural phenomenon known as the “NewJeans Syndrome.” “Hype boy” not only sparked a global challenge craze but also created a meme, saying “It’s NewJeans’ Hype Boy.” The walking point choreography of “Super Shy” triggered flash mobs worldwide, seamlessly integrating NewJeans into people’s daily lives.
The significant potential of NewJeans also attracted attention from global brands. Recently, through collaboration with Riot Games, NewJeans adorned the opening stage of the “League of Legends (LoL) World Championship,” the most popular esports event worldwide. Additionally, all members serve as luxury brand ambassadors, collaborating with leading companies in various fields such as Apple, Coca-Cola, McDonald’s, and others in IT, distribution, fashion, and food and beverages.
Source: Daum
