Music Evaluation: NewJeans – Bubble Gum

One factor about The Bias Checklist is that — even when businesses are coming aside on the seams and the business is on hearth — I attempt my greatest to filter out the noise and laser concentrate on the music. I suppose I’m that meme of the canine sitting at a desk in a burning home. However to be trustworthy, it’s solely as a result of the goings-on of the business have by no means me almost as a lot because the songs do.

NewJeans have change into swept up within the present HYBE/Min Heejin drama and this can seemingly be the overriding information protection for the foreseeable future. That is unfolding simply as they’re making ready for a Might comeback and pre-releasing the frothy Bubble Gum. The tune acts as a CF for Japan’s Important Premium hair care model and if there was ever a gaggle excellent for CFs it needs to be NewJeans. Their songs are sometimes concerning the size of an prolonged business and ethereal sufficient to mix into the background whereas the product is being pitched. Bubble Gum achieves this goal with out situation, however the tune can also be according to present international developments.

For higher or worse, Bubble Gum‘s light guitar and muted sound palette echo the fashion of featherlight pop that’s at present steering Sabrina Carpenter’s Espresso to international chart success. These songs are usually gratifying however a bit toothless — like an aftertaste relatively than the principle course. Bubble Gum‘s disco flute and fizzy synth textures are good touches, however the monitor begins and ends with the identical hushed power. It’s a pop haze — infinitely nice however not often gripping. I’ve by no means been to a type of fancy oxygen bars, however I think about that is type of what they really feel like.

Grade: C+