Simply two weeks in the past, nobody knew who or what a “NewJeans” was, however because of a sensible pre-debut blitz of music movies and the inarguable energy of the HYBE empire, the group debuts with an enormous variety of album pre-orders and 1,000,000 YouTube views. A lot for slowly and steadily working your solution to the highest! When Consideration first dropped, I used to be intrigued and desperate to see how the group may construct on its sound. However, I ought to have remembered: Okay-pop companies all the time lead with their strongest materials. Observe-up Hype Boy grew into one other standout, however the slower Harm didn’t do it for me. And now, we have now… Cookie.
I like cookies. Who doesn’t? They’re scrumptious, transportable and simple to make. “Cookie” has additionally turn into a euphemism that this group of minors is exploiting in a problematic manner. That’s all I’ll say about that, however it deserves to be talked about as a result of Okay-pop companies actually need to get their shit collectively on this entrance.
So far as the track? It’s boring. Like, tremendous, tremendous uninteresting. Gone are the featherlight harmonies and quirky beat of Consideration. They’re changed by generic manufacturing that melds plonky, future bass-inspired synths with lure percussion. The beat stays inert all through the observe, delivering a languid vitality that lacks bounce till the bridge. Equally, Cookie’s melody sees the group taking an detached method to efficiency. I get that NewJeans’ music is branded as “subtle,” however I want feeling a little bit hearth behind a vocal. NewJeans sound bored and detaching all through a lot of the track. That’s an aesthetic alternative on the a part of the producers, and I’m certain it would work for a lot of listeners. However, it feels so halfhearted. You’ve acquired to present me a purpose to care, ladies!