NewJeans are a Y2K-inspired five-member lady group masterminded by Min Hee-jin, the music exec and inventive director behind the branding of a few of Ok-pop’s greatest acts (f(x), Pink Velvet). Below her path, NewJeans’ launch has been essentially the most elaborate marketing campaign in Ok-pop this yr. Each tune on their self-titled EP comes with music movies, with one observe boasting 4. The label has even made a customized telephone app the place you’ll be able to play video games and work together with every member of the group.
Such ambition additionally interprets to the music, an opulent and trendy assortment of ’90s and ’00s-indebted R&B with manufacturing from two risk-taking figures within the Korean underground: Jinsu Park of the experimental rap duo XXX, and 250, a producer who launched into a years-long journey to craft a up to date model of conventional Korean trot. The EP’s most attention-grabbing choice is “Cookie,” a weightless groove about courting a crush. Whimsical synths, faint 808s, and wobbling low finish create bubbly momentum, grounded by members’ sly and elongated supply of the titular “cookie.”
The bridge finds a easy, elegant detour by means of Jersey membership. “Cookie” ditches the oft-sampled mattress squeak and focuses on the beat; the one different Ok-pop single to characteristic such direct homage is XUM’s “DDALALA.” The sudden inclusion of this speedy stuttering extends the tune’s cutesy schoolyard demeanor into hopscotching ebullience. “I need to damage your eating regimen,” they sing, following up with ad-libs to additional assert their dominance. One of the best Ok-pop songs have all the time remodeled their acculturations right into a website for stylistic adventurousness, and “Cookie” does so gracefully. It is a remarkably sturdy exhibiting, even primarily based on the excessive requirements Min has set.
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