After three scathing years of hiatus, BLACKPINK have returned. In preparation for their “DEADLINE” tour, the girls have released their newest single, titled JUMP. Mixed reactions have plagued the internet, and many have come to criticize the stylistic choices of the group. Is BLACKPINK losing credibility, or is this just a bump in their road to infinite success?
BLACKPINK In Your Area
BLACKPINK started off as an experimental girl-crush band by YG Entertainment in 2016. They grew to become one of the most renowned K-Pop groups in today’s age. The band debuted with 4 notable members: Rosé as the Main Vocalist, Jennie as the Main Rapper, Lisa as the Main Dancer, and Jisoo as the Visual of the group. With their debut album “SQUARE ONE”, they hooked their audience to two of their most successful songs WHISTLE and BOOMBAYAH.
Grabbing many wins at regional award shows, racking up collaborations with mainstream artists like Dua Lipa, and even being termed “Group of the Year” by Variety in 2020, it became clear that BLACKPINK was here to make a mark. However, BLACKPINK was slowly coming under fire for notable controversies. Cultural Appropriation, dating rumors with other idols and slow releases contributed to the criticism. In this sense, despite having a major fan base globally, the group was not immune to backlash.
In spite of certain barriers, BLACKPINK went on to headline the Coachella Music Festival in 2023, becoming the first K-Pop artist in history to do so. After major successes, the members renewed their 7-year group contract with their entertainment company. None of the members renewed their individual contracts. The reason for this was revealed by Jennie in an interview with Lee Hyori, where she claimed that she wished to be more independent and free in her solo endeavours.
Disbanding or Going Solo?
Fans most certainly were shocked by the suddenness with which BLACKPINK’s members stopped working together. They had been touring the world for over a year, and thence deserved a break. Soon enough, Jisoo went onto pursue acting while Rose worked individually on her music. Jennie and Lisa also pursued acting alongside their musical careers. Every member slowly started putting out solo music with their own concepts aligned to them. However, they were almost not seen together, and if they were, they were certainly not making music.
After major public outrage, YG entertainment replied sternly to the questions piling up by announcing exciting news. The group would drop a new single in July 2025! In eager anticipation the world waited, fans came together, and everyone tuned in to hear BLACKPINK’s newest single — JUMP.
BLACKPINK After 3 Years…
Premiering on July 11, BLACKPINK’s JUMP instantly garnered views, reaching over 44 million views in under 48 hours. It accumulated over 4 million likes at the same time. In addition to this, it beat Sabrina Carpenter’s single Manchild to become the most streamed single by a female artist in 2025. Despite the instantaneous success the band received, the song found itself in the midst of controversy.
Some pointed out the obvious AI use in the music video— a testament to a previously discussed challenge in the music industry right now. Moreover, the lack of point choreography caught the eyes of many, given that Lisa’s charm lied in her moves. One Redditor claimed:
“I love the song but I hate the MV. I was looking forward to a departure from the classic YG style MV with this new director but… so many shots of the girls felt so awkward????? IDK.”
The music video for JUMP has been directed by Dave Meyers. Known for his distinct style, he has worked with artists like Sabrina Carpenter, Travis Scott and SZA. Despite his direction, the audience seems to be divided. They don’t necessarily find the music video appealing to the concept which BLACKPINK seems to imbibe. This discomfort, coupled with the fact that the group came back after a long time, may hinder their concert turnouts. Rumors claim that many fans are reselling their tickets to the tour; unhappy with the single’s release.
Are You Not Entertained?
Of course, the obviously divisive nature of the MV is not a new occurrence. It may even dim in comparison to other controversies which the group has dealt with. Many fans are simply happy with the fact that their beloved group is not disbanding, and will be actively promoting their music during the tour.
In my opinion, this song and its provocative MV is a clear sign from BLACKPINK — it is a marked departure from their previous style. There is a lot left to explore and it seems like the group has been resurrected from their latency, in their quest for success. Either way, one must listen to the song, watch the MV, and decide for themselves if BLACKPINK is truly back or merely a memory from the past.
Let us know what you think in the comments and for more such pieces, keep up with us at The World Times!
