NewJeans’ Ultimatum Casts K-Pop’s Displays of Labor in a New Light
A huge part of the success of NewJeans — the most creatively promising new K-pop act of the past two years — has been its music videos: stylistically sophisticated, vividly colorful, palpably joyful. Starting with music that deploys top-shelf songwriting buoyed by production savvy about global microtrends, the group developed a singular aesthetic to go with it, drawing equally from high fashion, lived-in nostalgia and contemporary cuteness.