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BLACKPINK kicked off their highly awaited DEADLINE tour on July 5. The YG Entertainment girl group, who ended their individual contracts with the agency last year to focus on solo careers, reunited after two long years since their commercially successful BORN PINK world tour. However, their new single JUMP, which dropped during the tour’s first stop in Seoul, left many fans underwhelmed. While international fans seem excited about the track’s upbeat energy and rock fusion, Korean netizens were visibly disappointed and even shocked, saying the song has “no BLACKPINK appeal” and labelling it a “B-track.”
But once the group actually performed Jump live on stage at the Goyang Sports Complex, the internet went quiet, and not everyone was thrilled. Clips from the concert spread fast. On Korean forum TheQoo, one post slamming the song hit the HOT page and racked up over 1,000 comments. Many K-netiznes felt, the song didn’t live up to the BLACKPINK standard. Some called it “a B-class track,” others said “it’s so bad it’s hilarious.” A few questioned why this was the song they came back with after such a long break. “Wow… so this is the kind of song they get after not renewing their contracts,” one commented.
While the criticism was mostly directed towards the label, many international fans came to the defense on Twitter, saying it is one of the best energetic and youthful songs they’ve come across in a while. Even on YouTube, BLACKPINK’s subscribers increased dramatically, close to 97 million followers already. It’s worth noting: the studio version of the song isn’t out yet, so opinions might shift once the official audio drops.
For the unversed, the DEADLINE tour spans 31 shows across 16 cities. BLINKs in LA, New York, Paris, Tokyo, and Bangkok can look forward to new unreleased songs. According to the agency, the Seoul opening shows are much bigger in scale compared to BLACKPINK’s Born Pink tour. They’ve also added a campaign against scalped tickets in partnership with the Korea Popular Music Performance Industry Association. “JUMP” is BLACKPINK’s first official release (aside from the 2023 game OST The Girls) since Born Pink in September 2022.
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