[Review] JUMP – BLACKPINK

The last time we heard from BLACPINK was in 2022, when they released their second studio album, BORN PINK, along with the title tracks Pink Venom and Shut Down. Since then, BLACKPINK have focused more on their successful solo careers. However, as of the start of this month, they have regrouped for their Deadline world tour, which featured the debut of their new track JUMP. An album is also on the cards, as confirmed by LISA earlier this year.

BLACKPINK’s past songs have shared a distinct structure, resulting in a similar discography. This consistency had made their releases somewhat dry and unexciting, to the point where I don’t think I was ever really drawn back to their music while they were on hiatus (except for Lovesick Girls – this one will always be my favourite BLACKPINK track). While JUMP does draw on that structure somewhat, there is a refreshingness to JUMP that makes it stand out. The beat and distinctive European techno EDM give JUMP a neat, constrained bounce that keeps it buoyant and fun. The slight country influence in the verses gives off a wild-west Western feel that adds a layer of fun. All of these influences add colour and vibrancy that we have not heard from the group in a very long time. The vocals and rapping were fine, and I did like the material the members delivered during the verses. As for the choruses, the breathy singular ‘Jump‘ in Korean was nice and gives impact. But the chanty parts could have been stronger. I also liked the final part of JUMP, with the addition of sharper yet rounded beats to accompany JUMP‘s chorus to bring the new single to an effective close in a no-fuss and straightforward way.

While I can support the music, the accompanying music video is a letdown. I understand that the producers were trying to do something different, and I did like parts of the concept of a crowd head-banging wildly during the chorus. However, the use of green screens and similar effects in the video really cheapened the music video. It really unravels the reputation that YG Entertainment has built for their music videos, particularly BLACKPINK’s videos. The montages of the members running during the second verse, and when they float into the sky in their puffy jackets, are so terrible that they have become memorable at the same time.

The choreography for the comeback is actually quite good. Unsurprisingly, small bounces and jumps make their way into the routine for the chorus, and it genuinely looks like a lot of fun. I also liked how the formations and routine take time to spotlight each member individually.

Song – 8.5/10
Music Video – 6.5/10
Performance – 8/10
Overall Rating – 7.8/10