K-pop girl group NewJeans, under the HYBE label Ador, have made their Japanese debut with their mini album, ‘Supernatural’. The mini-album, announced by Ador in March and released on June 21, includes four tracks– title track “Supernatural”, B-side “Right Now”, and instrumental tracks for both songs. ‘Supernatural’ follows the same format as the group’s previous mini-album ‘How Sweet’, which was met with significant commercial success.
NewJeans is known to experiment with 80s, 90s, and early 2000s-inspired sounds in their music, and this mini album surely is no different!
“Supernatural”
NewJeans kicks off the album with the title track “Supernatural”, a modernized new jack swing song produced by longtime NewJeans collaborator 250. NewJeans member Minji is also credited as a songwriter, alongside frequent K-pop songwriters Ylva Dimberg and Gigi. Over bouncy basslines and catchy melodies, the group sings about experiencing an otherworldly connection with someone, effortlessly switching between Japanese, Korean, and English lyrics. Lines like “We are bound to each other / I gotta see the meaning of it” and “Stormy night / Cloudy sky / In a moment you and I” convey the mysterious yet beautiful bond the quintet describes.
“Supernatural” also samples the 2009 song “Back Of My Mind” by Japanese singer Manami, notably produced by American musician Pharrell Williams. This isn’t the first time NewJeans has incorporated creative samples into their music: their hit song “ETA” features a sample from the 1972 funk anthem “Think (About It)” by Lyn Collins. Be on the lookout for these samples when listening to NewJeans!
The music video for “Supernatural” opens with an old-fashioned television intro, with each of the members being introduced one by one before a newscast weather report appears on the screen. NewJeans go on to dance their way around a futuristic airport, first in an abandoned industrial plane hangar, then in an abandoned terminal, and finally on a rooftop.
Although member Hyein suffered an injury in April that has limited her ability to perform, NewJeans cleverly included her in the music video as the character “Bunny.” While her group mates dance, Hyein acts out a series of scenarios with an unnamed crush. Later, a dancer in a bunny suit joins the four performing members, clearly meant to represent Hyein as “Bunny”. It’s a campy yet ingenious solution that ensures Hyein remains part of the video– and who knows, she might join her group mates in Part 2, which has yet to be released.
“Right Now”
The second track on the album, “Right Now”, is a bit more upbeat than “Supernatural” but still manages to carry its chill, effortless feel. NewJeans take turns singing in a mix of Japanese, Korean, and English over a soft D&B track similar to what’s found in the discographies of artists like Pinkpantheress and Coco & Clair Clair. The song features a whimsical bass line akin to the stereotypical elevator or waiting room music, with lines like “In no mood to find another” and “What I need now, I can’t wait any longer” painting the song with undertones of impatience and longing.
The music video for “Right Now” takes NewJeans’ feeling of impatience even further, opening with Hanni anxiously drafting a text message on her phone asking someone out on a movie date. Hanni receives a mysterious rainbow flower emoticon in response, which launches NewJeans into an animated world as their signature PowerPuff girl characters. The whimsical and almost hypnotic animation style throughout the video helps convey the whirlwind of emotions a person feels when trying to interpret a cryptic response from someone they like. NewJeans spend the rest of the video trying to decipher the meaning behind the mysterious flower– and are met with a bit of a harsh surprise at the end.
Alongside its compelling storyline and intricate animation, this music video also boasts NewJeans’ many brand collaborations, featuring a quadruple product placement of their deals with Apple, Line Friends, Takashi Murakami, and of course, the PowerPuff Girls.
Beyond the Music: The Innovative Promo Campaign Behind ‘Supernatural’
‘Supernatural’ is more than just NewJeans’ first venture into Japanese lyrics: the mini album marks the beginning of a unique promotional campaign where the group will actively engage with Japanese brands and artists. This includes numerous appearances on major Japanese music shows and merch collaborations with prominent Japanese artist Takashi Murakami and streetwear designer Hiroshi Fujiwara.
NewJeans can be seen modeling their merch collaboration with Fujiwara, which features classic streetwear items with clean, streamlined designs:
The classic Murakami flower design can also be spotted in the adorable new NewJeans x Murakami merch collection, which is being sold in collaboration with LINE FRIENDS. Even the album’s artwork is part of the NewJeans x Murakami universe– look closely and you’ll see that the face of the Murakami flower has been redesigned to look like the face of NewJeans Bunny light stick!
The group also just held their “Bunnies Camp 2024” fanmeeting, which took place at the Tokyo Dome from June 26-27 and featured special guest appearances by Japanese-British artist Rina Sawayama and Japanese pop duo YOASOBI. The event marked NewJeans’ first-ever fanmeeting in Japan and sold out over 45,000 seats per night in just minutes– there is clearly no denying NewJeans’ popularity in the country.
‘Supernatural’ marks yet another set of hits from NewJeans, and its promotional campaign has been incredibly interesting to watch. We can’t wait to see what they have planned next!
Did you love ‘Supernatural’ as much as we did? Let us know on Instagram and Twitter!
You can stream ‘Supernatural’ on Spotify and Apple Music.
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Featured image credit: New Jeans Official Website
