From left: NewJeans’ Haerin, Hyein, Minji, Danielle and Hanni photographed by Ssam Kim on December 4, 2023 at Seongbuk Songjae in Seoul. Styling by Purum Lee, Ji Eun Park, Seo Yun Choi, Yu Jin Kim. Hair by Hye Jin Lee, Da Ye Yang, Ji In Kim. Makeup by Sol Lee, Kyung Min Lee. On-Site Production by Stacy Nam. SHUSHU/TONG clothing.photo shoot in Seoul, they greet me with bright smiles and genuine greetings of “Nice to meet you.
That infectious energy has endeared the women of NewJeans — Minji, Hanni, Danielle, Haerin and Hyein, who range in age from 16 to 19 — to fans both in South Korea and worldwide. Since debuting in July 2022, NewJeans has swiftly ascended to the top of the K-pop pantheon. Six of its eight released singles have reached No. 1 or No. 2 on South Korea’s dominant streaming measure, the Circle Digital Chart. The act has made inroads on severalpeaking at No. 2 last July).
About a decade ago — when this writer started working in K-pop as a producer — it sounded very differently. Record labels emphasized melody, dynamic vocal range and cohesive track arrangements, while dance performance was simply considered support for a song. Over time, the music trended toward bombastic anthems well-suited to choreography, and so-called “easy listening” songs tended to get lost. But NewJeans has proved that strong performances and easy listening need not be mutually exclusive.
Historically, core fandoms have been harder for women to achieve in K-pop. But in the last few years that has completely changed, and NewJeans is at the forefront of that. Why do you think you’ve been able to capture that?It may have to do with the fact that the K-pop market became a lot bigger. That’s one of the reasons why we started with so much attention and love from the general public.
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