NewJeans' "ETA" MV, one of the three title tracks from their extended play (EP) "Get Up" that was released in 2023, ignited an analysis online regarding its eerie theme.
"ETA" continues to spotlight NewJeans' signature "pop RnB" sound while offering an innovative twist with a powerful and impressive rhythm right from the first note.
Adding to this auditory experience is a visually intriguing horror-themed MV, uniquely shot using just a mobile phone.
In stark contrast to the mythological nuances of their "Cool With You" MV, which narrates Cupid's love story, "ETA" delves into a mysterious murder case through Min Hee Jin's hallmark enigmatic storytelling.
Rather than explicitly depicting the events leading up to or following the murder, clues are intricately embedded in characters and visuals, leaving much of the interpretation to viewers.
The narrative unravels as the five NewJeans members make a call to their friend Eva, informing her about her boyfriend's infidelity.
The climax sees Eva driving along a cliffside road with her boyfriend's shirt visible from her car trunk-hinting at his potential demise and suggesting that she might be disposing of his body.
This daring storyline has ignited a discussion online. Many Bunnies (NewJeans fans) engaged in a fervent talk attempting to piece together the cryptic details scattered throughout the MV.
Shin Woo Seok, the MV director, has since provided some insights into his artistic intentions.
In a response shared via Instagram, Shin Woo Seok divulged that "ETA" addresses rumors and illustrates how misinformation can spiral out of control.
"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."
While refraining from revealing explicit details, Shin Woo Seok hinted at two key elements within "ETA" that could help fans decipher its underlying message.
NewJeans continues to mesmerize audiences not only with their musical prowess but also through compelling visual narratives that provoke thought and discussion-cementing their place as one of K-pop's most innovative new acts.
["ETA"]
["Cool With You"]
Read also: NewJeans Hanni Makes Surprising Appearance on Ariana Grande's Instagram: 'When's The Collab?!'
KpopStarz owns this article.
Written by Cassidy Jones.
