NewJeans approaches music as a form of storytelling by focusing on creating a connection with their audience through relatable themes and nostalgic elements. They often incorporate elements of the 1990s and early 2000s into their music, fashion, and videos, which helps listeners feel a sense of familiarity and comfort. This approach is different from many other K-pop groups, as NewJeans does not rely on complex fictional universes or characters, making their music more accessible to a wider audience.
Their music videos and songs often explore themes of youth, friendship, and love, using storytelling techniques that are both modern and timeless. For example, they have used mythological stories like Eros and Psyche in their videos, blending these classic tales with contemporary settings and emotions. This blend of old and new allows NewJeans to create a unique narrative that resonates with listeners from different cultural backgrounds.
By emphasizing companionship and shared experiences, NewJeans creates a sense of community with their fans, known as “bunnies.” This connection is strengthened through the use of symbols like rabbits, which represent both the anxiety of growing up and the joy of youthful exploration. Overall, NewJeans’ storytelling in music is about creating a shared emotional journey with their audience, one that is both personal and universal.