'Attention': Hybe's girl group NewJeans arrives on K-pop scene

The Korea Times

The Korea Times

Entertainment & Arts

Sat, September 23, 2023 | 23:12

'Attention': Hybe's girl group NewJeans arrives on K-pop scene

Posted : 2022-07-22 16:43

Updated : 2022-07-26 15:54

Members of rookie K-pop girl group NewJeans / Courtesy of ADOR

NewJeans' 'Attention' music video surpasses 1.3 million hits

By Dong Sun-hwa

The competition among K-pop girl groups will get into full swing following the arrival of much-anticipated rookie act NewJeans, Friday (KST). Its debut album will hit multiple streaming platforms on Aug. 1, and hit store shelves on Aug. 8.

NewJeans is a group launched by All Doors One Room (ADOR), a label under Hybe that represents K-pop titan BTS. It released the music video of its track "Attention" at midnight early Friday, and it has already exceeded 1.3 million views on YouTube as of 3 p.m.

The average age of the five members ― Minji (18), Hanni (18), Danielle (17), Haerin (16) and Hyein (14) ― is 16.6. Although more details about them have not been disclosed, Hanni is reportedly Vietnamese and Danielle was born to an Australian father and a Korean mother.

The quintet was formed by Min Hee-jin, the CEO of ADOR who joined Hybe in 2019. Prior to joining Hybe, she worked as a creative director at SM Entertainment ― another major K-pop record label ― for two decades, contributing to the success of numerous acts such as f(x), SHINee and EXO.

Min is best known for creating a unique video tape-like album for f(x)'s 2013 studio album "Pink Tape," and devising a range of inventive concepts for other SM artists, helping them carve out their own niche. In the case of EXO, she had the members put on different school uniforms for their performance of "Growl" (2013), highlighting their youthful energy. "Growl" later became EXO's biggest hit.

In March, she was named on the list of the U.S. magazine Variety's "Women That Have Made an Impact in Global Entertainment" along with veteran actress Youn Yuh-jung, the first Korean to win an Oscar for acting, and Jung Ho-yeon, who appeared in Netflix's 2021 hit, "Squid Game."

"Pop music is like the outfits that people put on every day, in a sense that it lies very close to their lives," Min said in a statement, Friday. "Jeans, in particular, are beloved fashion items among people of all genders and ages. The name of our new act reveals the members' determination to become an icon of their time, just like jeans that have timeless value. The name also refers to 'New Genes.'"

According to ADOR, "Attention" is an easy-listening song characterized by rhythmical sounds that move back and forth from minor key to major. In the song, the members sing about the thrill and excitement of love, telling their crushes to pay attention to them. Acclaimed producer DJ 250, who previously worked with prominent stars like BoA, NCT 127 and ITZY, took part in its creative process.

"We filmed the 'Attention' music video in Spain and it shows how the members shine brighter when they are together," ADOR explained. "We will gradually unveil music videos for all four tunes included in the upcoming album."

Members of rookie K-pop girl group NewJeans / Courtesy of ADOR

The arrival of NewJeans has electrified K-pop lovers worldwide.

"NewJeans is a pure example of what can happen if you just let women lead and create girl groups," a fan wrote on Twitter. "Everything seems perfectly harmonious from the sound, to the aesthetic, to the outfits, to the girls, to just the overall concept of the group itself."

Unlike most other K-pop acts that usually float teasers before their debut, NewJeans opted for a different approach. It first released a music video to give a taste of the group's music style, without revealing the title of its debut album. It also experimented by having three lead singles ― including "Attention ― in an album.

The next music video, for the single "Hype Boy," will be unveiled on YouTube at midnight early Saturday.

sunhwadong@koreatimes.co.kr