Song Review: Bubble Gum – NewJeans

I have always been a big fan of NewJeans ever since their debut. In fact, some of the very first blog posts I made were on their songs. I was immediately hooked ‘Attention’ and ‘Hypeboy’, with the latter even becoming my most favourite song of 2022. I was and still am a fierce defender of their Coke promotion song, ‘ZERO’, and have mostly loved their last album ‘Get Up’ (though I echo the common criticism that it was far too short). However, perhaps for the first time, I am not really sold ‘Bubble Gum’.

Perhaps it has something to do with how wispy and floaty it all sounds- and not necessarily in a good way. When I first listened to it, I completely forgot what it sounds like immediately after the song finished. I have since played it several times more and I now enjoy the song more as it plays, yet I think it doesn’t really stay with me in the way the rest of their songs have.

It could also be due to the vocal delivery. While I am usually an advocate of their minimalist delivery, I think when stacked with the already wispy, 90s RnB instrumental, it doesn’t really do the song any favours in terms of memorability.

Don’t get me wrong, there are definitely some aspects I highly enjoy. The slight shift in sound scape after the production stripped down around after one and a half minutes was quite interesting. However, in the grand scheme of things, I don’t think that it lives up to the rest of their discography.

Of course, I could change my mind, as NewJean songs do usually grow on me, but the first impressions of ‘Bubble Gum’ don’t inspire confidence.

Hooks – 7
Production – 8
Vocal Delivery – 8
Overall – 7.75