![]() ![]() If ador can pull of a comeback which is even close to this coherent while being 'good', then newjeans should be analyzed in future college courses, it's extraordinary. Having mvs drop before the debut, one by one, the aesthetic of these which goes hard against the current "throw groups into high concept sets on a soundstage to look good" (while all being different in their own right), the music style which is nostalgic and still fresh in its execution (plus unique in the kpop space right now), all the Y2K styling etc you referenced, just wow. Now one could talk about the drama which came with cookie, there is room for criticism, but if we just look at the concept of their whole debut, it's astonishing. I have no specific expertise in the marketing field, i just am into the arts and now kpop, always like to learn and 'analyse', etc, and man this debut was honestly genius all around. If the team behind them and the idols involved pull it off well, they could even comeback with something completely different (and yes, by that I mean they could fully ditch the Y2K aesthetic) and do it smoothly, after all, their concept is to basically "never go out of style" and that leaves room for a huge amount of possibilities.Īs someone who's job is to literally do this, I'm impressed by the branding behind the group, I honestly think it has a lot to do with their success and this includes the idols themselves, the girls pull the concept they now have incredibly well which takes a lot of effort so this is not even only the creative team behind NewJeans, everything, from the music to the smallest little font they use, everything seems to be so well planned in terms of branding that I am just amazed.Īlso, thank you for reading, i'm really passionate about my job lol and also, I'm not a native english speaker so please excuse grammatical errors, I'm still learning! ![]() The balance between both is incredible and it only makes me more excited to see where it takes this group next. What impresses me the most is how NewJeans has been able to set a brand for themselves in so little time after debut, what is usually done by Kpop groups after their third comeback a new group did it only a month after debuting and even before, people know what they look, sound and feel like in so little time yet the best part is, despite the branding behind them being so strong, it still leaves room for growth and versatility. Key word being "any" not a "specific one" which is what usually happens with most "open concept" kpop groups (and that is not a drag to those groups btw, it's neither good or bad) You don't need to be a NewJeans fan to notice how "strong" the style they gave this group is, for now it is very defined, very Y2K western inspired with glimpses of new trends like the make up style they wear or shoe preferences, this making fashion articles/influencers call NewJeans' style "New Retro" and the thing is, and here is when you notice how strong their brand is, you don't need to check their merch, album design, chosen fonts, logos or watch a stage to notice, you can do that by simply checking any of their music videos or, and yes I could even go as far as to say by simply listening to any of their songs. Usually, what I've noticed is that kpop groups tend to either have a very specific brand/concept which allows the public to set them apart and think about "something specific" when they come to mind, making them more easily recognizable or a very vague/open one so they can move freely without being chained to any specific concept/style which gives the group more versatility, examples of each can be Aespa (very specific) and TXT (very open) and, as it usually is with HYBE groups, NewJeans seems to be leaning more to the "vague/open" concept, however, I think out of all HYBE groups, Newjeans branding/concept is the most "in your face" one while still maintaining versatility which is something that impressed me enough to make me want to write this post. As a Graphic Designer who has also worked as a stylist and MUA, this group out of all kpop groups I've seen it's the one who's "brand/concept" has, in my opinion, the strongest planning behind, you can tell somebody (most likely a team of people) worked on it very carefully.
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