BLACKPINK’s long-awaited return with “JUMP” was supposed to be a defining moment for the group — but the music video has triggered intense backlash from fans who expected more.
After over 1000 days, expectations were sky-high. Instead, what fans got felt rushed, unfinished, and deeply divisive.
HERE’S THE BUZZ :
After unveiling their comeback track “JUMP” during the opening night of the DEADLINE world tour in Seoul, BLACKPINK officially dropped the music video on July 11 (KST). While the track’s bold sound had already split fans, the MV’s release only intensified the conversation.
From the start, viewers noticed something was off — the production felt underwhelming, choreography was nearly nonexistent, and the AI visuals sparked déjà vu from teaser concerns. Some fans even speculated the MV was released before the final version was complete, based on its awkward cuts and direction.
Many pointed out that a new director may be behind the sudden drop in quality, saying this lacked the usual YG polish.
FANS REACTION :
“This feels like a demo MV… how did they approve this?”
“BLACKPINK used to set the standard for luxury MVs. This? This ain’t it.”
“There’s no dance break, no climax. It’s just… there.”
“The use of AI is disturbing. No soul, no energy.”
“I waited years for this? It doesn’t even feel like BLACKPINK.”
“It’s like they went backward instead of leveling up.”
MY HONEST TAKE :
I’ve never said this about BLACKPINK before — but this might genuinely be their worst-looking MV to date. There’s no spark, no signature energy, and the visuals don’t scream global girl group. It feels like a step back, not forward. The lack of choreography and the reliance on flashy editing over substance made it forgettable. I don’t know what happened behind the scenes, but something’s clearly off.
What Do You Think ?
Is “JUMP” a bold new era or a missed opportunity? Do you think the criticism is fair? Drop your thoughts in the comments below 👇
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