NewJeans has definitely caught our eyes with their irresistible debut hit and music video titled “Attention.” With its extraordinary release on July 22, 2022 with zero warning, this was only the beginning for the trendsetting teenage group. Their official self-titled debut album New Jeans was released on August 1. 

Under HYBE’s independent label ADOR, CEO Min Heejin found the girls through recruitment during HYBE’s Plus Global Auditions in 2019. Consisting of five members—Minji, Hanni, Danielle, Haerin, and Hyein—the girls have glowing confidence just a couple days into their debut. Leader Minji was featured in BTS’s “Permission to Dance” music video, Hanni is Vietnamese-Australian, Danielle is Korean-Australian, and Hyein was previously in a children’s music group called USSO.GIRL before joining NewJeans. 

According to the official site for the group, it’s stated that, “Just as jeans have withstood the test of time and found popularity among everyone everywhere, here’s to NewJeans becoming an icon of a generation—one you keep coming back to daily and never tire of putting on! With that aspiration in their hearts, and their new genes engineered into the era, this marks the start of NewJeans.” It gives a promising beginning to their journey as Gen Z K-Pop idols

In July, the group released the debut music video for "Attention" and a schedule for their first EP. With three music videos scheduled to release on July 23, July 25, and August 1, the quintet was ready to showcase their rookie skills. It’s admirable to see the order of debuting switch with NewJeans as they dropped their music video first before the world got to know their names and upcoming album. 

New Jeans contains three B-sides in addition to the title track “Attention.” The moombahton and electropop B-side “Hype Boy” expresses feelings of attachment and infatuation to a love interest they have their eyes on. “Cookie” has an addictive R&B vibe to it, with its talking rap flow and charming vocals, but contains innuendos in the lyrics that are concerning when sung by an underaged group. Last but not least, “Hurt” has an airy ambiance that complements the somber tone of being taken advantage of by a love interest. An entire mini-album that dedicates its theme to contemporary R&B found in ‘90s and 2000s, the quintet reintroduces familiar musical genres for the new generation of K-Pop. Its modern blend of pop and R&B allows the music to be heard anywhere anytime and focuses on the members' natural vocals and tone. One interesting thing about their album is that with three different versions to purchase, one of the rarest and limited options is a stylish handbag with minimalistic designs on it. 

“Attention” 

With a mixture of the Y2K vision and Gen Z aura, “Attention” evokes an unfathomable quality with its groovy R&B soundscape and beat that unlocks 2000s nostalgia. Written by Gigi, Duckbay, 250, and co-writing from Danielle, the contemporary rhythm and harmonies that NewJeans exudes into the track has already found success connecting to a new generation. With lyrics that express the desire to be with someone special, lyrics like, “One thing’s for sure, I know you’re the one / Got me looking for attention,” and, “You give me butterflies, you know / My heart has gone to paradise / Don’t wanna wake up from this dream,” confirm a stronger sentiment beyond a crush. Young love has a funny way of expressing strong and astute emotions, but it’s an indescribable feeling that one can only remember during your teenage years. All five members of NewJeans have a bright future ahead of them with strong vocal ability, ease in their delivery, and chic personalities that seep into their music. 

Through the Gen Z meets Y2K lens, we meet the fresh girls of NewJeans as they roam through the streets of Spain. With an introduction that shows the perspective of love at first sight while attending a concert, we get a glimpse of the song’s theme pertaining to young love. The music video feels reminiscent and nostalgic of R&B music videos from the 2000s with its bouncy choreography and beat arrangement. As the girls begin at home to get ready for their day out, we see the little moments that make them happy—dancing side-by-side, taking videos everywhere they go, liking pictures on social media, and fashion montages filled with plenty of accessories. With a narrative that will make you want to relive your teenage years all over again, the quintet are your typical best friends just being themselves and taking in the moments that can go by in the blink of an eye. The choreography for “Attention” is certain to get anyone off their seats to try and copy the sleek movements—especially the hair flip. You’ll be jealous seeing their aesthetically-pleasing Gen Z-inspired attire and desire to have their sense of style. With their infectious smiles and genuine auras coming through beyond the screen, it’s clear that NewJeans has caught our attention. 

Despite the current setbacks that have occurred in connection to their debut, NewJeans’ unexpected debut has made an impact and early legacy as the latest fourth generation girl group. Given this is only a fraction of their talents, New Jeans and “Attention” have laid the groundwork and created a perfect formula that’ll bring immense success to their future. With aesthetics and trends that gravitate towards Gen-Z independence, it’s a beautiful sight to see the next generation taking the world by storm.  

New Jeans is available on multiple streaming services like Spotify, Tidal, YouTube Music, and Apple Music. For more up-to-date posts about NewJeans, be sure to follow them on their social media channels: Twitter, Instagram, and TikTok.