On October 11th, Jennie officially released her first solo project: the single “Mantra”, which marks her return after 6 years since her debut with “SOLO”. After 7 years with YG Entertainment, Jennie decided to launch her first album with her own company, Oddatelier, to escape creative limitations, which generated great anticipation among the public.
“Mantra” contains lyrics written in collaboration with Jennie, belonging to the dance-pop genre with disco sounds and fast rap, completely moving away from boring K-pop formulas, presenting Jennie’s unique style. “Mantra” is not just a simple single but also paves the way for his independent career. The music video attracted over 14 million views in 24 hours and achieved impressive results on national and international music charts.
In “Mantra,” what stands out is how Jennie subtly incorporates her growth journey over the past 6 years. Ditching the “YG princess” label, Jennie aims to prove that she is a multi-talented star reborn.
However, the short duration (2 minutes and 15 seconds) leaves many viewers disappointed, as if they were unable to fully enjoy it. The high-quality music video highlights the beauty and fashion sense of “Korea’s number one cyber girl”, but also faced controversies regarding “sexualization” and “promotion of a materialistic lifestyle”. Furthermore, the message of empowerment for girls was criticized as familiar and unoriginal, as it appeared too often in BLACKPINK’s music. Some even speculate whether the images in “Mantra” refer to Jennie’s controversial debut role as Dyanna on “The Idol.”
Recently, NME, the UK’s most popular music publication, rated “Mantra” 4 out of 5. NME said: “With 2 adrenaline-pumping minutes, ‘Mantra’ makes you want to dance and reminds you that Jennie is truly back. While this single isn’t entirely consistent in terms of quality compared to its best parts, it also proves that the BLACKPINK star has some interesting tricks up her sleeve, signaling a bright future for her new era as a solo artist.
Additionally, Julio Salinas, global marketing director of Republic Records, showed his enthusiasm by calling “Mantra” his “gay anthem.” Recognition from a high-ranking official of a renowned label that releases music for superstars like Taylor Swift, Ariana Grande and Nicki Minaj makes Jennie’s fans immensely proud.
As a musical product that reaches a large audience, it inevitably faces both praise and criticism. What deserves praise is the artist’s willingness to think boldly, act decisively, and invest in his product. No one can deny that “Mantra” is meticulously crafted down to the smallest details. Jennie demonstrates admirable seriousness in every aspect, from the music to the visuals.
Source: K14
