"In March 2024, when the K-pop girl group NewJeans was awarded group of the year at Billboard's Women in Music event, the crew was presented the honor by the unlikeliest of advocates: country star Lainey Wilson, who hinted at the distance between their respective worlds and this rare opportunity to bridge them. "It's a place where a gal who grew up in a small farming community in Louisiana gets to shine a light on an incredible group of K-pop performers from halfway across the globe,""
"For one thing, there was a profound understatement to the NewJeans performance members gliding in and out of the lead spot with uncanny precision, distinct from the flamboyant mini-showcases that had come before. The sparkling fits, flowy choreo and muted music were impressive on their own, but the rush was in how seamlessly they worked together, telling a story about style."
NewJeans won group of the year at Billboard's Women in Music, presented by country star Lainey Wilson, underscoring an unusual cultural bridge. The group's 2023 EP Get Up made them only the second K-pop girl group to top the Billboard 200, following Blackpink. Their live performances emphasized understatement: members glide in and out of leads with uncanny precision rather than relying on flamboyant solo showcases. Costuming, flowing choreography and muted sound combined into a seamless ensemble that prioritized a distinct aesthetic niche. Songs leaned toward timelessness instead of immediate trendiness, suggesting a new model for K-pop.
Read at www.npr.org
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