On October 11, Jennie officially released her first solo project— the single “Mantra,” marking her return after 6 years since debuting with “SOLO”. After 7 years under YG Entertainment, Jennie decided to launch her first album under her own company, Oddatelier, to escape creative limitations, which has generated great anticipation among the public.
“Mantra” features lyrics co-written by Jennie, belonging to the dance-pop genre with disco sounds and fast rap, completely stepping away from the boring K-pop formulas, presenting a unique style of Jennie. “Mantra” is not just a simple single but also paves the way for her independent career. The music video attracted over 14 million views within 24 hours and achieved impressive results on both domestic and international music charts.
In “Mantra”, what stands out is how Jennie subtly embeds her journey of growth over the past 6 years. By shedding the label of “YG princess”, Jennie aims to prove that she is a reborn multi-talented star.
However, the short duration (2 minutes and 15 seconds) leaves many viewers feeling disappointed, as if they didn’t get to fully enjoy it. The high-quality music video highlights the beauty and fashion sense of “Korea’s number one IT girl”, but it has also faced controversies regarding “sexualization” and “promoting a materialistic lifestyle”. Additionally, the empowering message for girls has been criticized as being familiar and unoriginal, as it has appeared too often in BLACKPINK’s music. Some even speculate whether the imagery in “Mantra” refers to Jennie’s controversial debut role as Dyanna in “The Idol”.
Recently, NME, the most famous music publication in the UK, rated “Mantra” 4 out of 5. NME stated, “With 2 adrenaline-pumping minutes, ‘Mantra’ makes you want to dance and reminds you that Jennie is truly back. Although this single is not entirely consistent in 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.”
Moreover, Julio Salinas, the global marketing director of Republic Records, showed his excitement by calling “Mantra” his “Gay anthem”. Recognition from a high-ranking official at a renowned label that releases music for superstars like Taylor Swift, Ariana Grande, and Nicki Minaj makes Jennie’s fans immensely proud.
As a music product that reaches a wide audience, it inevitably faces both praise and criticism. What deserves commendation is the artist’s willingness to think boldly, act decisively, and invest in her product. No one can deny that “Mantra” is meticulously crafted down to the finest detail. Jennie demonstrates admirable seriousness in every aspect, from music to visuals.