2024-04-27 03:27:23
Dim emotions, sensuous aesthetics… Producer Min Hee-jin’s branding continues
Directed by Lee Young-eum… 4 million views in 10 hours of release↑
Dazzling circular images of bubblegum, soap bubbles, balloons, glass beads, etc.
The music video for the new song ‘Bubblegum’ by the popular girl group ‘New Jeans’ shows that Adore CEO Min Hee-jin’s emotional branding is still delicate.
This music video, which was released on the Hive Labels YouTube channel at midnight on the 27th, was produced by CEO Min himself. It was directed by Youngeum Lee of OGG Visual, an advertising and music video production company. Director Lee also directed the music video for ‘New Jeans’, which featured the Powerpuff Girls and showed a pop art style.
‘Bubblegum’ is a song that naturally incorporates city pop elements. This song follows the baton of New Jeans’ ‘Easy Listening’, with a simple drum pattern and a cool synth sound. The music video, which begins with Hyein’s flawless face saying, “Today I’ll teach you how to make soap bubbles,” gives off a summer vibe. The video tape, which is like CEO Min’s symbolic object, has a vague emotional visual beauty that seems to have been shot with a camcorder, exuding analog nostalgia.
Above all, it is natural and fits the sensibilities of CEO Min and Adore. The greatest strength of New Genes and CEO Min is that it is not artificial. Additionally, the aesthetic processing in each and every scene is dazzling.
The ‘Bubblegum’ music video, which reminds us of high school students’ summer vacation, is vague and refreshing like the ‘Ditto’ music video, which was also set in a high school. Some fans are already calling ‘Bubblegum’ ‘Summer Ditto’. It is no exaggeration to say that all the emotional aspects of summer are captured on screen, capturing the sea so clear. Green pastures and camping cars on an early summer night evoke afterimages of a distant summer.
The music video is full of afterimages, like when Minzy, Hani, Daniel, Hae-rin, and Hye-in keep blowing bubble gum. This is a part that the New Genes fandom ‘Bunnys’, who have been watching the recent conflict between Hive and CEO Min, feel more affectionate about.
The scenes in which circular images such as bubblegum, soap bubbles, balloons, and glass beads continue to flow are elegant, and there are also many scenes that stand out with purity. In particular, the harmless naturalness of the New Jeans members is evident. I continue to feel the desire to protect the youth of New Jeans. The four-leaf clover, which appeared as a symbol in New Jeans’ activities for a while, also appears. A four-leaf clover is a four-leaf clover. The rabbit is the symbol of New Jeans. There are various origins of the name ‘shamrock’, including one theory that it is because rabbits enjoy eating it, and another theory that the leaves resemble rabbit footprints.
In this way, the world of New Jeans is not created easily. It is also true that if CEO Min does not take charge of producing New Genes, it is not easy to figure out who will maintain or transform the sensibility they have built up. CEO Min posted the music video for ‘Bubblegum’ on his social media.
The ‘Bubblegum’ music video exceeded 3 million views in just 6 hours, with 33,000 comments. As of 10 a.m. on the same day, it surpassed 4 million views on YouTube and ranked 3rd among YouTube’s ‘most viewed videos in 24 hours’. In particular, it proved its global influence by rising to the top of YouTube’s trending videos in several countries/regions, including Canada (1st), the UK (2nd), the United States (3rd), Australia (4th), and Brazil (7th).
Fans commented on the music video, praising the sensibility of CEO Min and New Genes, and also expressed their hope that the New Genes members would not be hurt by the recent incident.
The ‘Bubble Gum’ song that plays in the music video is quickly going viral even though it has not yet been released as a digital song. Previously, it was partially used as the theme song for Japan’s Fuji TV’s morning broadcast program ‘Mejimashi 8’ and as a Japanese shampoo commercial CM song.
Hive said that it would proceed with New Genes’ scheduled promotion regardless of the conflict with CEO Min. He gave a boost to New Genes’ activities by issuing a press release the day before. We once again confirmed the domestic double single ‘How Sweet’, which includes ‘Bubblegum’, on the 24th of next month, the Japanese single on June 21st, and the Tokyo Dome fan meeting on June 26th and 27th. The post that CEO Min officially posted on his social media after about a month was also an image of ‘How Sweet’. The Bunnies all agreed that they would like everyone to find the ‘four leaf clover’.
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2024-04-27 03:27:23