—then drapes the framework in layers of synths and melancholy hooks. Album closer “ASAP” takes the opposite approach, centering the group’s delicate vocals amid lots of negative space and an insistent beat that sounds like a hollow knock on the door., nodding to musical history while also achieving a postmodern flair. It’s also telling that NewJeans has tapped the talents of songwriters like Erika de Casier, who leans into ‘90s R&B influences and experimental sounds.
Most critically, Min and her team have coalesced some incredible talent to produce music videos unlike much else in the industry. Gone are the over-the-top visual flexing and random backdrops preferred by luminaries like BTS and Blackpink. In its place are videos that play out like short films, providing a sense of place and storytelling through cinematography.for “Super Shy,” wrapping the song’s girl-next-door yearning with a heavy dose of visual irony .
This is an avalanche of creative output that more established acts in the K-pop industry would salivate over but, somehow, it’s been accomplished by a group of fresh-faced teens and a first-time label head. Danielle, Haerin, Minji, Hyein and Hanni already have demonstrated the natural chemistry and skills needed to survive in what may be the most cutthroat, profit-oriented music industry in the world.
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