As I briefly mentioned in this week’s Pop Weekly: Hot Takes & Cold Tea, Blackpink debuted a new single — and most likely their last 🥲 — titled ‘Jump’, as they kicked off their DEADLINE world tour. When I saw a short clip of the song during the concert, I was honestly… unimpressed.
A few days later, YG Entertainment dropped 9 concept photos: one group and two per member (group photo above 👆). And then today, on July 11 at 1 PM KST, Blackpink officially released the ‘Jump’ music video. So I guess it’s time to drop my unsolicited and unprofessional thoughts on the music and music video. Hang tight! 😝
🎬 My Music Video Take
The Good 😆
- At first glance, the MV gave me Allday Project’s ‘Famous’ vibes (see my review) — fast-paced, punchy, and heavy on CG. I had mixed feelings about the CG, but you can tell YG really put in effort. Makes sense, though — Teddy, Blackpink’s main producer, is also behind Allday Project. Same man, same taste, same results 😅
- I was pleasantly surprised by the full version of the track. It was way better than the choppy concert snippet I saw over the weekend. The beat? Actually energetic and super catchy. (Fun fact: Diplo produced it!)
- Also loved that they incorporated Korean touches 🇰🇷 — shots of Seoul streets, a traditional fan dance, and even a table of harabeojis drinking soju. Nice local flavor.
The Bad 😕
- The concept photos? Not feeling them. The bright latex looks just didn’t do it for me. I saw someone say they looked like Power Rangers and… I can’t unsee it 🫣
- Although I did have some comment about the music video, it actually feels like a double sword comment. The MV’s CG and surreal editing push it into grotesque territory. Jennie appearing from a girl’s mouth, Lisa splitting out of someone’s face, and close-ups of ears?? It was giving weird body horror, not K-pop chic.
- An extension to the point above, the freaky, machine-like crowd choreography made it worse — all that repetitive, glitchy headbanging looked like a zombie rave gone wrong 🤯
- Then around 2:18, the girls suddenly float through the air in neon puffers. I think they’re illustrating the lyric “Watch me running up the place” (Jisoo literally runs through the sky), but that scene was just awkward as hell. Honestly, Blackpink dominating the streets would’ve been enough.
👩🏻🍵 My Overall Take
‘Jump’ is… bizarre. Grotesque. Uncanny. But also undeniably unique and memorable.
Do I think it’s a good track? Better than I expected — but not their best by a long shot.
Is it catchy? Hell yes. I can totally picture it blasting in clubs, with everyone jumping and dancing like maniacs.
So if Blackpink wants a quick and short lived but impactful summer track, I think they aced their assignment. 😉
