If you’ve been online during the 2020’s, you’ve probably already heard of the musical sensation known as NewJeans. With their fresh pop songs bursting out of every corner of social media, the influence of this South Korean girl group has been nearly inescapable. Despite their mostly teenage membership, this quintet has risen to international stardom with record-breaking success, and they don’t show any signs of slowing down.
Following their breakout album from mid-2023, this unlikely powerhouse has become one of the most formidable forces in the music industry. Claiming to “push the limits of K-pop” with “music that exudes youth,” NewJeans debuted in July of 2022 under ADOR, an independent label owned by entertainment giant HYBE. Composed of Minji, Hanni, Danielle, Haerin, and Hyein, the group ranges from 19 to just 15 years old. Since their inception less than two years ago, NewJeans has attracted a monstrous fan base across the globe, gaining millions of streams on platforms like TikTok. With only a handful of releases (some of the most popular being “OMG”, “Ditto”, and “Super Shy”), 5 of their songs made the Billboard Hot 100 in 2023. In the same year, their album “Get Up” claimed the No. 1 spot on the Billboard 200 albums chart, making them the only all-female group besides Blackpink to do so. To top off these achievements, NewJeans broke the Guiness World Record for “Fastest K-pop act to reach 1 billion streams on Spotify,” surpassing megastar groups like BTS.
The phenomenal success of NewJeans can be credited to their unique branding. Similar to the classic style of denim jeans, the quintet aims to create timeless music with a twist of youthfulness. 90’s and Y2K beats are an obvious inspiration to their music, which has proved to be especially popular with young audiences. Aside from their songs, the styling of NewJeans has also helped them to stand out in the industry. In the past, K-pop girl groups have been synonymous with flirty extravagance, but NewJeans embraces a younger minimalism that’s relatable with teenage girls. The group embodies the “quiet luxury” style that dominated 2023, which likely helped their members to land brand ambassador roles with Burberry, Dior, and Gucci.
Performing at Chicago’s Lollapalooza, the Asia Artist Awards, and the 2024 New Year’s Rockin’ Eve is just the beginning for this quintet. NewJeans is a testament to the growing influence of K-pop, and the world is excited to see how their talent will shape the genre in the future.
