Song Review: NewJeans Release Promotional Single "Bubble Gum"

NewJeans (뉴진스) - Bubble Gum 

Release Info & Mini Bio 

NewJeans, the five-member girl group under ADOR, a HYBE Labels subsidiary, released a new promotional single today on April 27, 2024 titled "Bubble Gum". This single was released as both a commercial song for a Japanese shampoo from the Essential Premium hair care brand from the company Kao and as a pre-release single for the group's second single album "How Sweet" that is scheduled to be released on May 24, 2024. This single is the follow-up to the group's second EP "Get Up" that was released on July 21, 2023, although in the meantime they released the amazing English OST single "Gods" as the theme song for the 2023 League of Legends World Championship. 

Review 

Despite the ongoing dispute between ADOR CEO Min Hee Jin and parent company HYBE that has fans concerned about the group's future, NewJeans is forging ahead with their planned promotions. "Bubble Gum" showcases their signature airy sound and youthful charm, with the music video full of nostalgic summer vibes as the girls frolic on the beach and have fun together. 

Musically, "Bubble Gum" is a light and breezy pop confection, with city pop influences, groovy retro elements, and feathery vocals. While pleasant and well-executed, the chorus feels weak and rather flat, lacking a bit of punch to be a knockout title track. Still, it's a solid pre-release and a meaningful stepping stone on the group's career.