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NewJeans Pre-release Marketing a Success... Another Music Sensation
Featuring 70s Dance Moves in 'Super Shy'
- 미디어1 (media@koreatimes.net)
- Jul 18 2023 02:26 PM
Reminiscent Animation in 'New Jeans' MV 'Cool With You' Under the Veil Also Draws Attention
NewJins is stirring up the K-pop scene again a year after their debut. With just two pre-released tracks, they have become the talk of the town. One of their triple title tracks, 'Super Shy', topped major domestic music charts and reached second place on Billboard's 'Global 200', proving their influence on both domestic and international charts. The pre-released track 'New Jins' also received a warm response similar to the title track. The mix of classic cultural content and NewJins' trendy personality has been pointed out as a factor for their popularity. The strategy of slowly revealing the triple title tracks before the official release of the EP has also been considered successful.
On the 7th, NewJeans released the music video for the pre-release track 'New Jeans'. This music video is a collaboration with 'Powerpuff Girls', which is celebrating its 25th anniversary this year. Provided by Adore
The choreography of 'Super Shy' is mainly composed of basic moves from the dance genre 'Waacking', created during the disco craze of the 1970s. Waacking is characterized by repeatedly stretching or rotating arms. Pop music critic Jung Min-Jae said, "The song and dance of this new track may be more refreshing as it's a genre that has been popular in the English-speaking world, but not commonly used in Korean idol music."
The music video also features a surprise appearance of an animation from the past. The music video of the prologue song 'New Jeans', which shares the group's name, utilizes the 1998 American animation 'Powerpuff Girls'. The members of NewJeans have been reborn as characters from the show, blending each member's facial features and styles with the original character designs. Among fans, there are also active efforts to create messenger themes, wallpapers, and goods using the 'Powerpuff Girls' theme.
NewJeans made a straight run to the top of the major domestic music charts with the pre-release track 'Super Shy', signaling a full-scale popularity surge. Provided by Adore
NewJeans has succeeded in raising anticipation before the official release of their second EP 'Get Up' on the 21st. The stage-only preview of 'ETA', another one of the triple title tracks, during a fan meeting on the 1st and 2nd also induced explosive reactions, with fan-captured stage videos, dance tutorials, and lyric prediction videos all emerging. The remaining title track 'Cool With You', shrouded in mystery, is also receiving attention due to the popularity of the two tracks. Critic Jung Min-Jae said, "NewJeans revealed their triple title tracks sequentially, increasing anticipation for the official release through secondary content produced by fans. It's a clever marketing strategy with stronger impact than the usual promotional content produced by the agency."
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