‘Rapper Jennie is back’: Blackpink member unleashes fury in new diss track snippet, seemingly targeting old K-pop label - Hindustan Times
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‘Rapper Jennie is back’: Blackpink member unleashes fury in new diss track snippet, seemingly targeting old K-pop label

Jun 20, 2024 08:41 PM IST

“They didn't plan for women to woman up,” Blackpink's Jennie doesn't hold back in a new sleek campaign for Beats by Dre's latest launch.

BLACKPINK's Jennie is pushing the Beats by Dre brand name in a new sleek campaign that also marks the exquisite revival of her rapper persona. The Odd Atelier CEO unveiled the launch of Beats' expansion with the all-new Beat Solo Buds, with a surprise diss beat that harks back to the past.

BLACKPINK's Jennie Kim in a new Beats by Dre campaign.
BLACKPINK's Jennie Kim in a new Beats by Dre campaign.

Although merely a snippet, Jennie's brand-new solo music teaser appears to hard-launch her emancipation from her past ties as she vividly expresses her thoughts in a hard-hitting verse.

Jennie Kim's verse on the new untitled track goes: “Taken for granted / Taken for hostage / Carried the Baggage / Carried the past us / As luck would have it / Future was written / They didn't plan for women to woman up / But we came out of history / Like f**k it / They didn't want it / But we came out of history / Like justice." The BLACKPINK member resumed her official position as the exceptional rapper she is, spelling out words that seemingly diss her old label, YG Entertainment.

Also read | ‘Finding next BTS’: Korean gov official under fire for 'controversial' K-Content strategy amid military absence

Check out BLACKPINK Jennie's latest campaign with Beats Solo Buds

Although no official connections of BLACKPINK's beef with the South Korean agency have been traced, the company is infamously renowned for “mistreating” its artists. Fans rejoiced at the late 2023 reports of the group finally parting ways with YG and winning absolute control over their artistic destinies with their solo paths. Even though the lack of group activities perturbs BLINKs, they're ardently awaiting the group's reunion in time.

The singer/rapper/K-pop idol/actress/model also shared the clip on her recently launched TikTok account. Meanwhile, Beats by Dre captioned the post on Instagram: "Good things come in small packages ☆🎀☆

When @jennierubyjane comes on, Beats Solo Buds are here for the all-day replay 🔈

Our tiniest earbuds are available now at apple.com and authorized resellers."

All Blackpink members, including Jennie, officially embarked on solo adventures in December 2023 after declining to renew their individual contracts with their longtime agency, YG Entertainment.

Also read | Blackpink's Jennie and Billie Eilish reunite after 5 years; subconsciously recreate sweet hug moment at Seoul event

A month before the girls finally cut ties with the K-pop label, Jennie founded her exclusive label, Odd Atelier (OA), in November 2023. The initial brief introduction for Jennie's label confirmed that it “aims to create new things that attract attention in a different way from what is usual or expected.”

The multi-hyphenate trailblazing trendsetter is no stranger to steering campaigns for A-list luxury brands. Having earned fond recognition as the “Human Chanel” among her fans, Kim also recently made her official debut as a runway model for Jacquesmus. The international sensation has also reportedly become the first female K-pop solo artist to earn a Platinum single in RIAA history for The Idol OST, One of the Girls.

In another BLACKPINK news, Lisa is preparing for her first solo release since launching her exclusive label LLOUD earlier this year. She's set to make her stellar comeback with the new single Rockstar on June 27. On the other hand, Rosé has signed a management contract with THEBLACKLABEL, a subsidiary under her old K-pop giant label YG Entertainment. Fans are still getting around this news.

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