NewJeans are already timeless in debut 'Attention'

Seemingly coming out of nowhere, HYBE subgroup label ADOR’s have debuted new girl group, NewJeans. Accompanied by a music video reminiscent of the early 2000s, the young girl group ask us to listen up and pay ‘Attention’ — and I’m definitely all ears.

With simple lyrics befitting of their youth, the girls are craving to get noticed. “You got me looking for attention”, they dreamily harmonise during the chorus, which is sweet sounding and pleasant to the ears, instantly hooking us in.

“You give me butterflies you know”, Hanni sings, adorably expressing what comes with teenage love. The lyrics are evocative of bubblegum pop music, yet wrapped in a smooth R&B formula. 

The music video amplifies the experience, the subtle 2000s aesthetic paired with the y2k themed styling make for a fun watch. The strength of the video is that it allows millennials and Gen-Z to appreciate it; the vibe of the track giving older watchers a sense of nostalgia whilst simultaneously younger viewers (and millennials too!) can relate to the innocence of the lyrics. It comes across as simply effortless and timeless.

The marketing tactic ADOR used worked incredibly, with the ‘Attention’ video already racking up over 10 million views. The second pre-debut single ‘Hype Boy’ was timed perfectly, giving us 3 videos focusing on various members; giving us a chance to get to know who is who after drawing us in. The numbers prove the tactic was a success, with NewJeans breaking the record for highest stock pre-orders achieved by any girl group debut album in history! 

On the flip side, there has been some controversy regarding their ages and whether or not the concept is appropriate (with accusations against ADOR CEO/former SM Creative Director Min Hee-jin of exploitation amongst other things). Despite the commonality of other companies debuting members that are barely teenagers, it’s somewhat a rarity for an entire group to consist of only minors. And with K-pop’s track record of shady business, corrupt higher-ups and unethical slave contracts, the cause for concern is justified.

In the upcoming future, putting laws in place to protect minors would be ideal, allowing fans and group members alike to be comfortable. Whether or not that’ll happen, time will tell.

Overall, ‘Attention’ was a solid pre-debut track that has already enabled the girls to develop an aesthetic that is their own. Immediately putting NewJeans on the map (although that is also due to affiliation with HYBE), the seemingly simplistic marketing was incredibly purposeful. I’ll definitely be paying attention to future releases.