This week’s Featured Artist Friday is NewJeans, the 4th gen K-pop group blending bedroom pop into the hip-hop-dominant Korean music industry. Less than a year into their debut, NewJeans maxed out their western influences in songs like “Attention” and “OMG” to become an international force.
The NewJeans Formula
Compared to other groups, NewJeans’ choreography focuses on lots of movement, with each member having a distinct hip-hop routine that melds into a group effort. Altogether, they create a youthful energy that makes it seem effortless and like a dance routine between friends. Where other groups focus on a still close-up when performing, NewJeans’ beauty is in their dance. But netizens have complimented their physical beauty, too, citing that Haerin looks like a “cat” and Danielle looks like a “doll.”
NewJeans also stands out sonically from their peers. While other girl groups like NMIXX, Kelp1er, and LE SSERAFIM focus along the hip-hop spectrum, dabbling in techno or EDM, NewJeans utilizes beloved western hip-hop and bedroom pop semantics with K-pop flares on the chorus. Their latest single, “Zero,” for their ambassadorship with Coca-Cola, is the perfect introduction to their unique soundscape.
Brands Want What NewJeans Have
For their plethora of group ambassadorships, ranging from Nike to Levi’s and McDonald’s, the group is fairly young. Hyein is the group’s baby at 14 years old, while Minji is the oldest at 18.
Fun fact, netizens laughed over NewJeans covering Wonder Girls’ 2007 hit “Tell Me” because Hyein wasn’t even born yet.
Brands are taking advantage of Gen Z’s fixation on the group, with most members having at least one individual ambassadorship with a luxury fashion or beauty brand. Regardless of their young age, the group’s hold over the new generation shines in their 20M Spotify listeners and nearly 7M Instagram followers.
Most recently, Hanni went to Paris Fashion Week on behalf of Gucci, and Minji covered Elle Korea as Chanel’s newest ambassador. Danielle is the face of YSL Beauty. And in December, Hyein joined the A-list of Louis Vuitton ambassadors. Really, all eyes are on Haerin to pick her luxury brand.
Even with only one EP, seven singles, and no album, NewJeans are forever changing the K-pop landscape across their distinct visuals and one-of-a-kind sound. Less than a year into their career, they have gained recognition from K-pop titans BTS and SHINee, TXT, and many others. Across all singles, the group borderlines 1B streams collectively.
Yes, their star power is unreal, but the group’s chemistry is humorous and lighthearted in other activities where members’ personalities shine the most. And while their witty banter doesn’t make it into mainstream media, it will over time. Now, there is only one way for NewJeans to go: up!
What do you think of this week’s Featured Artist Friday, NewJeans? Let us know in the comments!