BLACKPINK’s new single JUMP officially dropped on July 11. On the surface, it’s exactly what we got from the DEADLINE tour. A slick, high-energy dance-pop track packed with the kind of braggy confidence the group wears so well.
When I watched the music video, the more something felt off. Not wrong, exactly, just…hollow.
Pretty But Empty
Directed by Dave Meyers, the music video explodes into a chaotic street party, as people pour into the streets to dance.
I couldn’t help but feel sad watching it because everything about the video felt empty. Like everyone’s going through the motions of fun instead of actually having it.
It’s not Dave’s fault. He’s doing what he can with what YG gave him. Which, apparently, wasn’t much. There’s no narrative. No symbolism. No deeper concept. Just vibes, Instagram-worthy outfits, and three minutes of BLACKPINK being beautiful. Which, don’t get me wrong, they are. But it’s hard not to wish that someone at YG cared enough to match their star power with real storytelling.
Did YG Forget What Made BLACKPINK Great?
The saddest part about JUMP is that it doesn’t feel like it was made for BLACKPINK. It feels like it was made about BLACKPINK. Look at them! Still pretty! Still famous! It’s a hollow celebration of the idea of BLACKPINK, without any of the authenticity or passion that made them global icons in the first place.
There’s no artistic evolution. No reflection on where they’ve been or where they’re going. After years of solo work and public speculation about the group’s future, this could’ve been a powerful reunion. Instead, it feels like a mere checkpoint between concert dates.
So… What Now?
Is JUMP fun? Yes. Will fans stream it on repeat and scream the chorus at concerts? Absolutely. Is it also a missed opportunity? Hell yes. BLACKPINK is bigger than ever, and JUMP should have felt like a bold new chapter. Instead, it feels like a closing credits. One last night out before everyone heads off in different directions.
Maybe this is what happens when a company treats the world’s biggest girl group like a brand. That would explain why, for all its energy, JUMP leaves behind a strange, echoing silence.
