On October 11, Jennie made waves with the launch of her debut solo single, “Mantra” , marking a significant comeback after six years since her initial release of “SOLO.” After spending seven impactful years with YG Entertainment, Jennie has chosen to release her first album through her own label, Oddatelier, a move aimed at breaking free from creative constraints and generating significant excitement among fans.
“Mantra” serves as more than just a single; it is a critical step into her autonomous artistry. Within just 24 hours, the music video garnered over 14 million views and achieved remarkable rankings on music charts both locally and internationally.
An intriguing aspect of “Mantra” is Jennie’s ability to weave her six-year growth story into her work. By stepping away from the image of being the “YG princess,” she strives to assert her identity as a diverse and reinvented star.
Despite its artistic merits, the track’s brief length of 2 minutes and 15 seconds has left some fans longing for more, feeling as though they barely scratched the surface of its potential. The visually stunning music video accentuates the style and beauty of “Korea’s number one IT girl,” yet it has sparked debates over themes of “sexualization” and the promotion of a materialistic lifestyle. Additionally, while the empowering message for women is a notable theme, some critics argue it feels repetitive, given its prominence in BLACKPINK’s body of work. Speculation also arose regarding whether the visuals allude to Jennie’s controversial portrayal of Dyanna in “The Idol.”
Recently, the esteemed UK music magazine, NME, awarded “Mantra” a commendable rating of 4 out of 5. They noted, “In just 2 thrilling minutes, ‘Mantra’ incites a desire to dance and signals Jennie’s strong return. Although the track may not maintain consistent quality throughout, it showcases that the BLACKPINK member has captivating talents and hints at a promising future for her solo career.”
Go further, Julio Salinas, the global marketing director of Republic Records, passionately declared “Mantra” as his “Gay anthem.” The endorsement from such a high-profile figure in a renowned label known for promoting superstars like Taylor Swift, Ariana Grande, and Nicki Minaj instills immense pride among Jennie’s fanbase.
As with any release targeting a broad audience, “Mantra” invites both acclaim and critique. However, what truly stands out is Jennie’s courage to innovate, act decisively, and commit to her craft. It is clear that the single has been polished to perfection, reflecting her earnestness in every element, from the music to the visuals.
Source: K14
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