NewJeans approaches their music video concepts in a unique and creative way. They often blend different themes and styles to make their videos interesting and memorable. For example, in their music video “Ditto,” they used a nostalgic theme by incorporating elements from the 1990s, such as VHS tapes and retro school settings, which helps viewers connect with memories of the past while enjoying modern music.
Their music videos are designed to highlight the strengths of their music and encourage viewers to watch them multiple times. This strategy was especially evident during their debut, when they released music videos before revealing much about the group members, which sparked curiosity and led people to re-watch the videos to learn more about them.
NewJeans also focuses on themes that resonate with younger generations, such as school life and relationships, making their content relatable and engaging for their target audience. Additionally, their videos often feature vibrant visuals and choreography, as seen in “How Sweet,” where they blend hip-hop with Miami Bass influences, creating a lively and polished aesthetic that aligns with their brand image.
Overall, NewJeans’ approach to music video concepts combines creativity, nostalgia, and relatability, setting them apart in the K-pop industry and attracting a strong fanbase.