Tony LeungThe dimension-breaking appearance in the “Cool With You” MV, for NewJeans The return of the show brings super high topicality.And this time I ADORE Created exclusive MVs for the 6 singles in this new EP “Get Up”, including “New Jeans” where the members turned into “Powerpuff Girls”, and “ETA” shot with iPhone 14 Pro throughout. MVs all have their own different stories and elements.
Retro and fresh, or a touch of weirdness hidden under the warmth, jumping out of the traditional style of the girl group’s MV story, makes NewJeans fans to interpret the plot every time a new work is released. This is inseparable from the contributions of Shin Woo-seok, the queen director of the MV, and Min Hee-jin, the chief producer. Shin Woo-seok has always been famous for his grotesque style in the Korean film and advertising circles, and Min Hee-jin, who was born in the visual design department, created unique visual idol groups such as Red Velvet during his previous tenure in SM (reviewing the girl group he led, will It is found that there are commonalities in combination tonality and visual elements).
The commendable visual construction also made NewJeans the darling of the fashion circle as soon as it debuted.At the beginning of his debut, he was invited to attend Chanel activities, and the members successively won the endorsement contracts of the five luxury brands of Gucci, Louis Vuitton, Burberry, Chanel and Dior. Frequently appeared on the cover of magazines, and constantly invited advertisements. Not long ago, he became the first in history to appear on the “POPEYE“The girl group on the cover, its fashion resources are staggering.
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With such impressive results, we sometimes forget that these five NewJeans girls are still only middle school students. Regarding how to balance the output and growth of members, Min PD told Hypebeast, “I have thought about their time allocation, and I only thought at the time that I should “concentrate on making good works, so that there will be good job opportunities and a lot of work.” Exposure”, so good works are the first consideration in the sorting.” For her, most of the time of all the team members is still on study, and they will get along together like classmates in their spare time. . As for the industry’s positioning and acceptance, she said that she is very happy that everyone likes these five girls, and called them “New K-POP”.
2nd EP《Get Up》Ador
As the “dark horse” among the five generations of girl groups, NewJeans has now become a phenomenon-level cultural symbol and continues to set off an upsurge around the world.combined YouTube ‘s channel has 4.87 million subscribers and over 1.6 billion views. Even in the current K-POP era, this kind of scene is really rare. On the first anniversary of their debut, NewJeans also brought their second EP. Continuing the fresh tone of the previous work, this time the genre is more diverse. Since its release, the sound source has achieved good results. The three title songs “Super Shy”, “Cool With You”, and “ETA” have ranked among the top hit charts in many regions. On the eve of the release of the album, NewJeans accepted an interview with Hypebeast, and the five girls shared with us the behind-the-scenes of the new album and recent developments.
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Hypebeast: Some time ago, you held the “Bunnies Camp” fan meeting, and the tickets were sold out in an instant. How did you feel when you saw such enthusiastic fans at the scene?
Haerin：Yes, the fans’ support and strong interest in us really surprised us. Really grateful to Bunnies (fan name) for bringing us such unforgettable moments and memories. At that time, we performed “ETA”, one of the three main songs of the new album, which brought surprises to our fans and made this meeting more meaningful.
Hypebeast: Continuing the popularity of the “Hypeboy” challenge last year, this time the “#ImSuperShy Challenge?” you exclusively launched on YouTube Shorts has also set off a super high popularity. For fans who want to participate in the “Super Shy” challenge, what advice do you have? ?
Danielle：To be honest, I don’t have any suggestions. I just wish people could be creative. You can dance to Super Shy any way you want. So far, there have been many short challenge videos uploaded, we have been watching and really like it. Just get creative, and we really encourage every fan to have fun with it, because that’s what this thing is all about.
Hypebeast: In the “New Jeans” video, we see you being reinvented as our generation’s Powerpuff Girls. What superpowers would you like your superhero characters to have?
Danielle：Well, my personal super power would be to heal animals and plants, and then I could communicate with them. I think this is so cool! But then I heard other members’ ideas, like Minji has a superpower that can make chocolate, and I thought “this is too random”, but now I think it’s pretty cool in retrospect. It would be cool if I could make some kind of food or something and share it.
Minji：Yes, in the MV, I chose the superpower that can create chocolate infinitely. But if I could choose other superpowers… how should I explain it? Probably, just one touch and the room can be cleaned, haha.
other members:Cleaning superpowers? Hahaha I died laughing. What a very useful superpower.
Hypebeast: You have produced MVs for each new song, expressing different concepts through each visual effect, how do you feel about this?
Hyein：Our new album “Get Up” has a total of six singles, each with its own unique story and concept. So if you pay attention to all the different stories and elements while listening to the song, I believe our fans will never get bored. It was the same when we first heard about the project. Unique music videos and performances, let us explore different music genres and our unique sound. I think hearing all the different tracks will definitely hit the fans.
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Hypebeast: How do you feel about the new EP “Get Up”?
Hyein：After six months, we are back with this EP. I’m sure there’s a lot to expect from this new exclusive, and I promise, it’ll be fun just listening to the tracks, and they’re all uniquely NewJeans-inspired. So I really hope you guys enjoy this album.
Hanni：I personally also think that when we first saw the songs and the direction they were going, we were very curious about how different it would be from our previous songs. I think Bunnies will be very surprised by this. We’re really looking forward to how everyone reacts to our new song.
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Hypebeast: You guys will be performing at Lollapalooza and Summer Sonic Festival this August, do you have anything to say to your fans who will be seeing you offstage?
Minji：Yes, this is our first time performing at a festival. It’s really exciting to be on the show as NewJeans and we’re working hard to create different stages to showcase our uniqueness. So, please stay tuned.
Danielle：When it comes to meeting our fans, we’re excited no matter what. This is our first time visiting the US as a group. We look forward to everything from Lollapalooza and Summer Sonic. The energy of the audience, the festival and everything, we’re really looking forward to it.
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