The release of BLACKPINK's latest music video for their track "JUMP" on July 11 has ignited a storm of controversy online. Fans expressed their disappointment, feeling that the video fell short of the group's typically high standards, with accusations of it feeling rushed and incomplete.

The real firestorm began over claims of generative AI usage in the video. Many fans centered their criticism on the direction of the piece, which seemed to come from a different team than usual. Detractors noted a glaring absence of the intricate choreography BLACKPINK is known for, leading to speculation that the video may have been published before it was fully polished.

Behind-the-Scenes Footage Fuels the Fire

Things took a dramatic turn on July 15 when behind-the-scenes footage from the "JUMP" music video was unveiled. Instead of quelling the controversy, this sneak peek ignited further debate among fans. Some are now arguing that this new footage indicates that AI was not involved at all, highlighting the real sets, physical props, and live filming with the members themselves.

Supporters of the video maintain that the behind-the-scenes clip showcases the extensive effort put in by both the production crew and BLACKPINK, helping to debunk earlier misconceptions. However, skepticism persists among a segment of the fanbase.

Will YG Entertainment Address the Controversy?

As the discourse heats up, YG Entertainment has remained silent regarding the allegations of artificial intelligence involvement in the "JUMP" music video. Fans eagerly await an official statement, hoping for clarity in this increasingly divisive discussion.