When it was introduced that former SM Entertainment inventive director Min Hee Jin could be debuting a lady group beneath HYBE‘s sub-label ADOR, I anticipated the usual huge firm lengthy teaser cycle over just like the course of a month earlier than we bought something related. Well, as a substitute that lady group, NewJeans, simply went and determined to make a shock debut by dropping the music video for “Attention” proper off the bat.

Credit the place it’s due, this did really feel like an modern release, no less than in K-pop. Min Hee Jin simply mini-Beyonce’d us and the result’s paying extra consideration than traditional to the music video (and the tune) because of having no familiarity with the members and never realizing actually what’s occurring. Smart.

Aside from that, it’s paired with a observe that’s mainly all vibes. Normally I’d use this pejoratively, however right here they’ve been given a chill soundscape from R&B 20 years gone and it creates a pleasant backdrop for the members to characteristic. Unlike nearly all of HYBE’s different efforts, they permit the ladies to sing and not using a ton of results, they usually show themselves clearly succesful in consequence. A shock inside a shock, actually. While ostensibly about getting consideration from a boy, it’s additionally intelligent option to introduce themselves to us and what they need from us as nicely.

Of course, it does certainly really feel like considerably of the intro it’s alleged to be. If you listened via the primary refrain then you definately’ve mainly listened to the entire tune because it successfully repeats, and it appears extra designed to be placed on within the background for sure moods than to be any sort of chart-topping pop smash. There’s nothing mistaken with being placed on a vibes playlist so long as what follows is extra impactful, and given my present intrigue degree for this group, I’d say the first objective of this has been completed.

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