From BTS to Blackpink, EXO and Ateez, it’s hard to keep track of all the K-pop groups nowadays. But trust us, you’ll want to know NewJeans
NewJeans was formed in 2022 by ADOR, the independent label of South Korean entertainment giant Hybe. It is composed of Minji, Hanni, Danielle, Haerin and Hyein. The first two featured in the video for Permission to Dance by their counterparts BTS in 2021. Danielle, on the other hand, appeared in several variety shows as a child.
The five young women were selected to join this musical group after a major international casting. They then entered an academy where they trained hard to become the next K-pop stars. Unlike their rivals, Blackpink, they did not prepare for years to become icons of Korean soft power, just a few months.
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NewJeans released their first track, Attention, last July. With it, K-pop fans were introduced to the very retro musical and clothing aesthetic of Minji, Hanni, Danielle, Haerin and Hyein. The five young women seemingly have a penchant for danceable beats borrowed from hip-hop and R&B, as well as for outfits in line with the Y2K trend. A nostalgic touch that brings a certain freshness to an ultra-popular musical trend.
Attention proved to be a commercial success, leading the band to release Hype Boy one week later. Again, the tune proved a hit.
The song reached number two in the South Korean Digital Chart when it was released on music streaming platforms. Seven months later, Hype Boy has topped 200 million streams on Spotify. The accompanying video, which features Minji, Hanni, Danielle, Haerin and Hyein performing a sophisticated choreography, has over 73 million views on YouTube.