NewJeans’ ‘ETA’ Music Video Sparks Analysis for Its Eerie Plot

The eerie theme of NewJeans’ “ETA”MV, one of the three title tracks from their extended play (EP) “Get Up”released in 2023, sparked a discussion online.

“ETA”showcases NewJeans’ distinct “pop RnB”style while also introducing a fresh and impactful beat from the very beginning.

Enhancing this auditory experience is a visually captivating horror-themed MV, creatively filmed solely with a mobile phone.

Despite the mythological elements present in their “Cool With You”MV, which tells the story of Cupid’s romance, “ETA”takes a different approach and explores a perplexing murder case, using Min Hee Jin’s signature enigmatic storytelling style.

Instead of directly showing the events before or after the murder, the clues are skillfully woven into the characters and visuals, allowing viewers to interpret them for themselves.

As the five members of NewJeans make a call to their friend Eva, they reveal to her that her boyfriend has been unfaithful, causing the narrative to unravel.

While driving along a cliffside road, Eva’s boyfriend’s shirt is visible from her car trunk, hinting at his potential demise and implying that she may be getting rid of his body during the climax.

The bold plot of this story has sparked an online conversation, with numerous Bunnies (NewJeans fans) actively participating in a passionate discussion as they try to decipher the cryptic clues scattered throughout the MV.

Shin Woo Seok, the director of the MV, has recently shared some insights about his creative intentions.

Shin Woo Seok shared a response on Instagram where he revealed that “ETA”aims to dispel rumors and demonstrate the dangers of spreading misinformation.

“Hello. Thank you very much for enjoying this music video. However, I don’t like explaining every little detail of my projects after completing them. It would be difficult for me to provide a specific explanation.

Therefore, within the limitations of what I can say, with ‘ETA’, I want to depict a story about ‘rumors.’

In modern society, we all encounter rumors that we haven’t witnessed with our own eyes, and we need to find a basis to believe in them. During that process, many truths are distorted and exaggerated.

NewJeans, who unintentionally created the rumor in the story, also adheres to such a norm. If you break down the timeline of this MV, it can be seen that the timing of Hanni’s call and the moment Eva picks up the phone do not match.

Additionally, the hairband, which can be seen next to the phone, does not appear until after the story started. In fact, the woman has already murdered the man, and is on her way to dispose of his corpse. The MV doesn’t tell people whether the man actually cheated. The kiss scene is an imagination of the woman, which her mind conjures as she refuses to pick up the call.

In this day and age, we are exposed to too much information.

However, we rarely think about confirming the truth before spreading such information. Thank you once again for your interest in the music video.”

Despite avoiding revealing specific details, Shin Woo Seok alluded to two important aspects present in “ETA”that may aid fans in interpreting its underlying meaning.

NewJeans continues to captivate audiences with their musical talent, as well as thought-provoking visual stories, solidifying their position as one of the most innovative new acts in the world of K-pop.