BLACKPINK's Long-Awaited Comeback Faces Criticism

After a staggering 1000 days since their last release, BLACKPINK finally dropped the music video for their new track "JUMP" during their DEADLINE tour in Seoul. However, the excitement quickly turned to disappointment as fans unleashed their critiques.

A Shift in Direction That Didn't Please Everyone

Released on July 11 (KST), the music video diverged significantly from BLACKPINK's previous concepts, leaving many fans feeling that it was rushed and not reflective of what they love about the group. This shift, exacerbated by the involvement of a new director, raised eyebrows among their loyal fanbase.

Choreography Lacking: Fans Weigh In

One of the main complaints focused on the evident absence of choreography, a hallmark of BLACKPINK's iconic style. Many speculated that the video was produced before the final layout was fully realized, leading to a feeling of incompleteness.

AI Controversy: The Battle Over Authenticity

Criticism intensified with allegations of AI involvement in the video, a concern that first arose during the teaser release. Fans claimed that the presence of AI made the visuals appear artificial and diminished the overall impact of the video, further fueling their frustration.

A Highly Anticipated Release Leaves Mixed Feelings

Despite the considerable hype leading up to its release, "JUMP" has left some fans with a lukewarm response. As the dust settles from the premiere, it remains to be seen how BLACKPINK will address this backlash and what the future holds for their next endeavors.