BLACKPINK’s much-anticipated return to the global music scene was meant to be a celebration.
After a two-year hiatus, the powerhouse girl group made a high-profile comeback with the “Deadline World Tour” and the release of their latest single, “Jump.”
However, while the group’s return sparked excitement among fans worldwide, the accompanying music video for “Jump” has faced widespread backlash from netizens and longtime supporters, with many labeling it as one of BLACKPINK’s worst releases to date.
A Long-Awaited Comeback Turns Controversial
BLACKPINK’s return after a two-year break was seen as a defining moment, with expectations running sky-high.
Fans hoped the new single would mark a fresh, creative direction while preserving the group’s signature sound.
“Jump,” however, took an unexpected turn both musically and visually, introducing a heavily AI-driven, experimental concept that strayed from BLACKPINK’s more polished and glamorous past releases.
BLACKPINK: BTS of Jump (Credit: YouTube)
Rather than impressing fans with innovation, the music video’s overreliance on artificial intelligence, surreal visuals, and jarring transitions left many feeling disappointed, confused, and even frustrated.
While some appreciated the attempt to break new ground, others felt the group’s identity was lost in the process.
Social Media Reacts: “Unwatchable” and “Insincere”
Soon after the video’s release, social media platforms like Twitter and TikTok were flooded with reactions, most of which were overwhelmingly negative.
Fans who had eagerly awaited the MV expressed shock and dismay at what they perceived as a chaotic and disjointed production.
One X (formerly Twitter) user bluntly declared, “SORRY BUT THIS IS THE WORST MV OF BLACKPINK! WTF IS THAT???”, a sentiment echoed by many others. Another comment read, “Most bad MV of BLACKPINK. I can’t even enjoy it. ‘Shut Down’ was already bad, but ‘Jump’ is worse.”
Some fans even went as far as accusing the label of treating BLACKPINK as a cash machine rather than nurturing their artistry.
Artificial Intelligence: Bold Experiment or Creative Misstep?
One of the most common criticisms centered around the excessive use of AI in the “Jump” music video.
While AI-generated visuals are becoming more common in music production, BLACKPINK’s video was described by some viewers as borderline unwatchable due to its erratic style and visual overload.
As one user noted, “Song was ass, MV was all over the place, and once again the money went to the MV, not the song.”
Another shared, “Whoever directed BLACKPINK’s ‘Jump’ MV was playin’ in their face… I like the song, but the MV was ass.”
These criticisms suggest that, while the track itself might be passable or even enjoyable to some, the visual execution distracted from the music and ultimately diminished the overall experience.
Contrast to Past Concepts: Has BLACKPINK Lost Their Signature Style?
BLACKPINK has long been praised for their high-concept, fashion-forward, and visually captivating music videos.
From the cyber-glam aesthetic of “DDU-DU DDU-DU” to the cinematic production of “Kill This Love,” they set the gold standard for K-pop visuals.
With “Jump,” however, critics argue the group has deviated too far from their roots.
The once cohesive, trend-setting visuals have given way to what some describe as “experimental for the sake of being different” without maintaining the quality and artistry BLACKPINK is known for.
Many fans feel disconnected from the new concept, describing it as lacking in heart and identity.
The shift in creative direction has sparked debates within the fandom about whether this is simply a one-off misfire or a troubling sign of creative stagnation.
Fan Division and the Future of BLACKPINK
Not all fans were entirely dismissive. Some expressed hope that “Jump” might grow on listeners over time or be better appreciated in the context of the full album or live performance.
A few praised the boldness of experimenting with AI and breaking away from formulaic pop video structures.
Still, the loudest voices have been those of concern, especially from longtime BLINKs who have followed BLACKPINK from their debut days.
There is a growing call for YG Entertainment and the group’s creative team to reconnect with the core strengths that made BLACKPINK a global phenomenon: authenticity, polished visuals, powerful vocals, and a clear artistic vision.
A Polarizing Return for K-pop’s Global Queens
BLACKPINK’s comeback with “Jump” was meant to be a triumphant return. Instead, it’s become one of the most divisive moments in their career.
While the song itself may still find commercial success due to the group’s immense popularity, the harsh criticism of the music video highlights a significant disconnect between the group’s creative output and fan expectations.
The controversy surrounding “Jump” serves as a wake-up call—not just for BLACKPINK and their production team, but for the wider K-pop industry.
In an era where visual storytelling and fan engagement are more crucial than ever, artificial intelligence may enhance a concept- but it can’t replace authenticity.
As BLACKPINK continues their Deadline World Tour and possibly prepares for a full album, all eyes will be on whether they can rebound from this misstep and reaffirm their position as K-pop’s undisputed leaders.
The long-awaited return of BTS has finally arrived, and it’s already sending shockwaves through the K-pop industry.
All seven members—Jimin, Jungkook, RM, Jin, V (Taehyung), Suga, and J-Hope—have completed their mandatory military service.
Without releasing any new music, the group has soared back into relevance, dominating June’s individual K-pop idol brand reputation index.
The rankings, released by the Korean Business Research Institute (KBRI), measure public interest and engagement based on media coverage, community buzz, activity level, and consumer participation.
Jimin and Jungkook Take the Lead
Topping the June index is Jimin, with a brand reputation score of 6,301,075, marking a 76.51% increase from May.
Jimin’s keywords such as “Filter,” “ARMY,” and “Park Jimin” trended strongly in public searches. Keywords associated with his name included “military discharge,” “donate,” and “warm-hearted.”
These positive associations contributed to his 94.04% positivity rating, showcasing the immense goodwill he continues to receive.
Hot on Jimin’s heels is Jungkook, coming in second with 5,189,119 points—an impressive 86.6% surge in brand value. The youngest BTS member (or maknae) remains a fan-favorite, thanks to his well-known vocals, global solo success in 2023, and consistent fan engagement.
Jin, V, and J-Hope Also Rank in Top 15
Three other BTS members landed in the top 15, cementing the group’s collective star power. Jin, who was the first BTS member to enlist and the first to be discharged, came in at No. 6 with 3,221,688 points.
Jin (Credit: YouTube)
His early return to public activities, including charity involvement and fan engagement, likely contributed to his high score.
V (Kim Taehyung) placed just behind Jin at No. 7, with a total score of 2,517,299. Known for his visual appeal and social media influence, Taehyung maintains strong brand recognition even during quieter promotional periods.
V (Credit: Instagram)
Meanwhile, J-Hope, who previously headlined his own global tour before entering military service, ranked 12th with 1,394,483 points.
His consistent presence in pop culture and fashion circles has helped keep his brand strong during his service.
J-Hope (Credit: Instagram)
RM and SUGA Round Out BTS’s Return
The final two BTS members, RM and SUGA, landed at No. 15 and No. 16 respectively. RM scored 1,283,645, while SUGA, who only recently completed his public service duties, earned 1,218,910 points.
RM’s image as a thoughtful, intellectual leader continues to resonate with fans, while SUGA’s music, lyricism, and solo work as Agust D remain popular even in his absence.
This strong showing across all seven members—despite a long pause in group promotions—demonstrates the enduring popularity and brand power of BTS as both a unit and as individuals.
HYBE Stock Surges After BTS’s Return
Their return didn’t just excite fans—it also impacted the financial markets. HYBE Corporation, the entertainment company behind BTS, saw a major bounce in its stock value following the news of BTS’s full return. The group’s military hiatus had triggered uncertainty for HYBE, with investors wary of decreased group activity and diminished profit margins.
Now, the renewed public interest in BTS has restored investor confidence, proving that the group’s brand influence extends beyond music and into economic impact.
Other Big Names in the June Rankings
While BTS dominated the chart, other big names also made waves. BIGBANG’s G-Dragon, currently on his “Übermensch” world tour, ranked third with 4,521,564 points. His presence on the list is a testament to his lasting legacy in the K-pop industry.
ASTRO’s Cha Eun Woo followed closely behind at No. 4 with 4,140,574 points, thanks to his upcoming fan sign event and growing global popularity. Wanna One’s Park Ji Hoon completed the top five with 4,026,558 points, riding high on his performance in the popular drama Weak Hero Class 2.
The top 10 also featured Wanna One’s Kang Daniel, Super Junior’s Kyuhyun, RIIZE’s Wonbin, and EXO’s Baekhyun, showcasing a diverse range of popular male idols across different generations of K-pop.
SEVENTEEN Still Reigns in Group Rankings
Although BTS shined in the individual rankings, their absence from music releases in recent months allowed SEVENTEEN to edge them out in the group brand reputation rankings. SEVENTEEN, recently crowned “Global K-pop Stars of the Year” by a U.S. outlet, continues to grow in global influence and fandom reach.
However, with all BTS members now discharged and preparing for their long-awaited full-group comeback in 2026, it’s likely that BTS will reclaim their top group ranking soon.
A Triumphant Reentry for BTS
The June K-pop brand reputation index reflects BTS’s undiminished cultural dominance, even after an 18-month hiatus due to military service. With five members in the top 10 and all seven in the top 20, BTS’s grip on the industry is as strong as ever.
This return not only marks a new chapter for the group but also reshapes the K-pop landscape. As fans anticipate new music and a potential reunion tour, BTS’s influence is set to grow even further—redefining what it means to be global superstars in the K-pop era.
