NewJeans Return With a Potential Hit and a Mystery Character in ‘Ditto’
The latest track serves as a pre-release single from their upcoming album, ‘OMG’
Shortly after making the world groove to the smash hit “Hype Boy,” monster rookie group NewJeans are back with their latest comeback, “Ditto.” Serving as a pre-release single from their upcoming singles album OMG, “Ditto” arrives roughly four months after the release of their eponymous debut EP.
A reinterpretation of the Baltimore club music genre, “Ditto” brims with a chill and laid-back sonic atmosphere with faint house influences, giving the track just the right rhythm to groove to. Opening strong with Danielle’s dreamy and soothing vocalizations, “Ditto” serves as a phenomenal conclusion to the 2022 edition of NewJean’s musical chapter whilst leaving listeners wanting more from this rookie group on the rise. The track is refreshing without any hints of predictability, guaranteeing a tranquil listening experience. “Ditto” pretty much checks off the ingredients required to whip up an addictive hit including an earworm chorus and a spotlight fixed at the group’s honeyed vocal orchestrations; a production call reflective of the style and concept the group has established with their previously released singles “Attention,” “Hype Boy” and “Cookie.”
With lyrical contributions from NewJeans’ Minji, the track outlines the inner monologue of someone struck by Cupid’s arrow. Bold with their declaration, the protagonist confesses their love, acknowledging that they’ve got nothing to lose: “I got nothing to lose/ I like you.” As the track progresses, we see the protagonist yearning for clarity and a mutual connection: “I don’t want to walk in this maze/ Not that I know everything but/ Just as I want it/ Say it say it back/ Oh say it ditto.”
If you thought “Attention’s” surprise release was an incredible marketing move from ADOR (NewJeans’ label), wait till you wrap your heads around the group’s content strategy for “Ditto.”
Split into two parts (Side A and B) just like a cassette tape, the official music videos are shot from the mystery character Heesoo’s perspective. True to the group’s established early-2000s, Y2K concept, the music videos are majorly shot and edited keeping homestyle video aesthetics in mind. This particular format wraps the videos in a blanket of nostalgia, pairing it perfectly with the song’s sonic production elements.
Side A captures the everyday life of high-school girls. From moments at the cafeteria and classrooms to time spent at the school field during recess; the members alongside Heesoo are shown to be ecstatic and content in their little world. Between these moments, we are made aware of Heesoo’s high-school love interest played by South Korean actor Choi Hyun-wook. The illusion of a happy and carefree world is soon diminished when Heesoo is found lying alone on a sofa with an injured arm. What follows next is a flashback sequence – this time with Heesoo in the frame – where she appears to be filming her friends who, well, don’t exist! The whole scene seems to insinuate Heesoo was merely hallucinating about these moments.
Luckily, side B fills in the gaps left behind by the first part and helps us get a better understanding of the storyline. During a school day, it seems like Heesoo got into a misunderstanding with Minji, Hanni, Danielle, Haerin, and Hyein. Though the cause of the misunderstanding is still unclear, the consequences resulted in Heesoo’s departure from the school. Now, years after the split, Heesoo pushes the VHS tape into the television and reminisces about the moments she shared with the NewJeans members.
“Ditto” is part of NewJeans’ winter-themed singles album OMG, out on January 2nd, 2023, at 6 pm KST (2:30 PM IST).
