New Jeans onto New Things
by Abhilasha Bhattarai | August 3rd, 2023
New Jeans, the rising K-pop girl group of the fourth generation, has set the stage on fire with their new single, "Super Shy," off their highly anticipated second EP “Get Up”. What sets New Jeans apart is their ability to bring out the individual strengths of each member while maintaining a cohesive group dynamic. The vocal performances are impeccable, with each member showcasing their distinct style and range.
Since their July debut, NewJeans has taken the K-pop scene by storm. Consisting of Minji, Hanni, Danielle, Haerin, and Hyein, the group's members range in age from 14 to 18. Embracing Y2K-inspired fashion, they have garnered praise for their distinctive throwback sound, drawing comparisons to 2000s RnB and pop music. Departing from the norm in the K-pop industry, their label Ador, a subsidiary of Hybe Corporation, which also represents BTS, opted for minimal pre-debut promotion. Instead, they released three animated videos titled 22, 7, and 22 on social media, fueling speculation about an impending announcement. Surprisingly, it was the music video for their unannounced debut single, "Attention," that dropped, catching everyone off guard. This unconventional release strategy made NewJeans the first K-pop group to be introduced in such a manner. Within a mere 24 hours, the video surpassed 1.3 million views, swiftly followed by the release of their second single, "Hype Boy," the very next day. This five-member powerhouse has once again proven its prowess in delivering captivating music that resonates with fans worldwide. With their infectious energy and undeniable talent, New Jeans has solidified their position as a force to be reckoned with in the K-pop scene.
"Super Shy" is an absolute gem that showcases New Jeans' growth as artists and their ability to create music that stays true to their unique style. Accompanying this release was a concise 50-second clip that introduced each member individually. From the moment the song starts, listeners are instantly enveloped in a vibrant sonic landscape that exudes confidence and positivity.
The track effortlessly blends elements of pop, EDM, and hip-hop, resulting in an infectious sound that will have you grooving along from the very first beat. The catchy chorus, backed by pulsating beats and an addictive melody, will undoubtedly have fans singing and dancing along in no time.
Lyrically, "Super Shy" delves into the theme of breaking out of one's shell and embracing self-confidence. The song touches on the feeling of having a crush but not being able to get yourself to act on the feeling. “I'm super shy, super shy/But wait a minute while I make you mine" The members are self-aware of their crush and how it’ll take them time before they can get the courage to start a relationship. The empowering message resonates deeply, serving as a source of inspiration for listeners to embrace their true selves and let go of inhibitions. I think everyone can relate to the song, we’ve all had that moment where we feel like an absolute kid when see a person we like. We get that warm fuzzy feeling as the smile creeps up on your face when you lay your eyes on them, but question if it’s true feelings or just infatuation. And then spend too many of your days trying to figure out what the feeling truly is, until you finally do figure it out, you let yourself indulge in a new beginning. New Jeans effortlessly conveys these emotions through their passionate delivery, making the song relatable and uplifting.
The music video for "Super Shy" perfectly complements the song's vibrant energy. The visual aesthetics, choreography, and wardrobe choices all contribute to creating a visually stunning experience. The music video exuded a delightful and vibrant atmosphere, with the bright white and gold Y2K outfits worn by the members and the brightly colored and saturated backgrounds brimming with both captivating energy and striking visuals, complementing the essence of the song flawlessly. While the concept of flashmobs is not entirely new in KPOP music videos, its incorporation here felt revitalizing. The lively location where the video was filmed, reportedly in Lisbon, Portugal, added to its appeal, creating a dynamic backdrop as the world continued to revolve around the performers.
The choreography was undeniably impressive and captivating to watch. Even during moments when the beat took a step back, the members showcased their skill by flawlessly executing intricate moves, adding a unique, aesthetic touch to the performance. The up-tempo and fast-paced choreography presented a challenging routine, particularly during the non-beat segments. Nevertheless, the group delivered a remarkable performance that makes it well worth witnessing. New Jeans' infectious charisma shines through as they exude confidence and charm, captivating viewers with their flawless performances.
New Jeans' lead single, "Super Shy," is a testament to their growth as a group and their ability to craft addictive and empowering music. With its catchy melody, pulsating beats, and empowering lyrics, this track solidifies New Jeans' position as a rising star in the K-pop industry. Their second EP “Get Up”, which was released on July 21st, promises to be an exciting journey for fans, and "Super Shy" sets the bar high for the rest of the EP. New Jeans' ability to capture hearts with their talent, energy, and relatability is undoubtedly propelling them towards even greater success.
