How Min HeeJin Is Playing 5D Chess With NewJeans Promos

[Your Biggest Fan]

Min HeeJin and Ador made a teaser announcement on July 1st that NewJeans would start releasing content July 22nd. Everyone thought we'd get teasers, a schedule and member reveals starting the 22nd and spread out over the coming weeks. NOPE! She suckered punched us with an MV for 'Attention', concept photos and a schedule announcing there would be three more releases, with MVs too.

Two surprising moves were made. First was not to introduce any member/give names. Second was not to release 'Attention' or any song digitally anywhere until August 1st. This means if you want to listen to any song released before then, you'll have to do it using their MVs, which will send views sky rocketing.

Today we officially got an introduction to the girls. The second song drop was 'Hype Boy', but we were met with a surprise again; a MV intro that led to 4 separate videos for the song. Each MV storyline is different, so in watching all 4 videos 'Hype Boy' was heard 4 times in a row and is now stuck in your head. Again the only way to listen to the song over and over again is through the MVs; driving up those numbers. By the time the digital release drops and EP pre-orders start, people will be hooked.

Another thing I want to applaud is how Min HeeJin presents the girls as a group that's relatable. Their style is attainable and since their voices aren't over processed it'll be easy for anyone to sing their songs and not sound tragic trying to it inhuman notes. Their aura changes on your age.  Since they have a young nostalgic feel, you'll either view them as someone that would fit right in with your friend group or they'll remind you of when you were younger and you'll see them like a little sister. Either way you'll develop a soft spot for them.

[abra]

who's min heejin?

[Your Biggest Fan]

6 minutes ago, abra said:

who's min heejin?

CEO of  NewJeans' label ADOR and former Creative Director of SM. She gave us inspired concepts such as SNSD's Gee, F(x)'s Pink Tape and 4 Walls, and Red Velvet's Perfect Velvet and Psycho.

[Chouette]

I think she is also changing the trajectory of a whole new generation of idol groups. This debut has so many surprising and even groundbreaking features that I think the whole industry is kind of shaken. And the audience are loving it. It takes a lot of talents (and probably great reputations) to pull this sort of thing off. And though to some people this seems like a mere marketing gimmick but I genuinely enjoy the artistry that comes with NewJeans. I love the quality of music and the creativity embedded in every aspect of this project. And of course the girls seem lovely, though we haven't truly gotten to know them yet. Can't wait!

[Moon Jellyfish]

Tbh when I first saw the schedule they released, I was a bit overwhelmed by the amount of content and dropping an mv right on the spot. But it seems like it's definitely working for them. This group is already getting a lot of buzz. I'm excited to see the rest