SEOUL (ANN/THE KOREA HERALD) – NewJeans began promoting their forthcoming album on Saturday with the release of the “Bubble Gum” music video, against the backdrop of growing tensions and corporate drama surrounding Min Hee-jin, CEO of Ador, and Hybe Entertainment, the K-pop giant that owns an 80 per cent stake in the label.
“Bubble Gum” is an easy-listening song with a simple drum pattern and synthesiser sounds. It is the B-side to “How Sweet,” which is to be released May 24. The new single album is to include the title track, “Bubble Gum” and instrumental versions of each track.
In the music video, the five bandmates play with bubble gum, soap bubbles, balloons and glass beads. They showcase a pure, innocent image against backdrops such as the beach, lush meadows and a camper van on an early summer night.
The video employs cinematography reminiscent of old camcorder footage.
The music video for “Bubble Gum” had already surpassed 5 million views within 13 hours of its release, and had reached over 10 million views as of 9 am Sunday.
Hybe and its sub-label Ador are engulfed in an ongoing dispute, with Hybe filing a complaint against Ador CEO Min Hybe accusing her of breach of trust Thursday, the same day Min held a press conference denying all such allegations.
