OMG

"OMG" by NewJeans, on its surface, is a song about the exhilarating and all-consuming feelings of a young, blossoming love. The lyrics express a narrative of infatuation, where the protagonist is completely absorbed by thoughts of a specific person who brings joy and meaning to their life. This interpretation is supported by lines where the singers describe thinking of their love interest '24/7' and how everything was 'pointless' before meeting them. However, the song's meaning is significantly deepened by its accompanying music video, which introduces complex themes of identity, mental health, and the nature of the idol-fan relationship in the K-pop industry.

The music video controversially places the NewJeans members in a psychiatric hospital, where each member grapples with a different delusion. Hanni believes she is Siri, existing only to serve others; Hyein sees herself as a fairy-tale princess; Haerin identifies as a cat; and Minji acts as a doctor observing them, only to realize she is a patient herself. Danielle is the only one who seems aware that they are K-pop idols, which blurs the line between reality and delusion within the video's narrative. This setting serves as a powerful metaphor for the pressures faced by K-pop idols. It critiques how idols can be dehumanized and seen as products to be consumed by the public, their individual identities blurring with the personas projected onto them by fans and the industry. The video suggests a loss of self as the members get confused between 'what others say about me and the real me'. The narrative is a commentary on the parasocial relationships that form between idols and fans, and the potential for these relationships to affect the idols' sense of self.

The ending of the music video features a scene where a person is seen typing a negative comment about the video's concept, wishing the group would just focus on showing their faces and choreography. This meta-commentary directly addresses potential criticism and reinforces the video's theme by portraying the dismissal of their artistic expression as a form of misunderstanding, further exploring the complex dynamics of being a public figure in the digital age. Some critics have interpreted this as a way of dismissing all criticism as malicious.

The song narrates the inner monologue of a young person who is completely smitten. This individual feels that their life was meaningless before meeting this special someone, who is now the sole focus of their thoughts, 24/7. Friends are constantly asking about this mysterious person who has brought about such a dramatic change. The narrator describes a feeling of being on the verge of going crazy, questioning the reality of their intense emotions. The subject of their affection is portrayed as a savior figure, someone who is always there for them, providing comfort and making them smile, no matter the distance or circumstance. This love brings a sense of security, making them feel that being alone is okay as long as they have this person to love. The lyrics convey a mix of ecstatic disbelief and overwhelming devotion, capturing the all-consuming nature of a new and powerful crush. There's a sense of hope and anticipation that this person will come through for them, solidifying the reality of this incredible feeling. The constant repetition of 'Oh my, oh my God' emphasizes the surprise and intensity of these newfound emotions, as if the narrator can hardly believe how wonderful it is to be in love. The song portrays a world where everything revolves around this one person, whose voice can be heard through any noise and whose hand is a constant anchor. It is a declaration of complete and utter infatuation, a sweet and obsessive ode to a love that has given life a whole new meaning.

"OMG" was released on January 2, 2023, as the title track of NewJeans' first single album of the same name. The album also included the pre-release single "Ditto". The song was planned during the production of their debut album, "New Jeans". The creative direction for the album was handled by Min Hee-jin, the CEO of their label, ADOR, a subsidiary of Hybe Corporation. She stated that while their debut album represented summer, "OMG" was created to showcase NewJeans' winter side.

The song was composed by Park Jin-su, Ylva Dimberg, and David Dawood, with Park Jin-su also handling the production. The lyrics were penned by Gigi, Ylva Dimberg, and NewJeans member Hanni. Hanni's inspiration for the lyrics came from high school teen dramas, where girls would excitedly talk about their crushes by their lockers. She aimed for the lyrics to have a conversational feel and carefully chose words in both Korean and English to ensure the pronunciation would fit the melody well.

The music video was directed by Shin Woo-seok of Dolphiners Films, who also directed the video for "Ditto". The video's concept, set in a psychiatric hospital, was a deliberate artistic choice to explore deeper themes and was influenced by Park Chan-wook's 2006 film "I'm a Cyborg, But That's OK". Actor Kim Joo-hun, known for his role in "It's Okay to Not Be Okay," also makes a cameo appearance in the video.

"OMG" features a laid-back, conversational flow that often prioritizes rhythmic delivery over a strict rhyme scheme, characteristic of its R&B and hip-hop influences. The song is largely in free verse, with rhymes appearing more organically rather than in a fixed pattern. The structure relies heavily on repetition and rhythm to create its catchy and memorable quality.

The rhythmic foundation of "OMG" is a key element of its appeal. It combines a hip-hop drum beat with the syncopated rhythms of UK garage and trap hi-hats. This creates a brisk, upbeat tempo that gives the song a bouncy, danceable feel. The percussion is described as having "skittering hi-hats" and an "anchoring" quality that drives the track forward.

The vocal delivery works in tandem with this rhythm. The members of NewJeans employ a mix of singing and melodic rapping, often with a relaxed, sing-talk style, particularly in the hook. This creates a cool, nonchalant vibe that contrasts with the energetic beat. The call-and-response structure in the pre-chorus, shifting between group and solo vocals, adds a dynamic energy. The chorus utilizes vocal chops, a rhythmic production technique that further integrates the vocals into the instrumental texture. The interplay between the steady, driving beat and the fluid, off-beat phrasing of the vocals is a hallmark of the track, contributing significantly to its effortlessly cool atmosphere.

"OMG" employs a range of stylistic techniques, both musically and lyrically, that contribute to its distinctive sound and message.

Musical Techniques:

• Genre Blending: The track is a sophisticated blend of R&B, hip-hop, and pop with a distinct UK garage-inflected groove. This creates a sound that feels both nostalgic and contemporary.
• Minimalist Production: The production, led by Park Jin-su, is characterized by a "soft, minimalist R&B" feel. It opens with plucked, staccato synth chords and gradually introduces skittering cowbells and a driving percussion. This clean and uncluttered arrangement allows the vocals to take center stage.
• Vocal Delivery: The members of NewJeans utilize a mix of soft, pop vocals and melodic rapping. This laid-back, almost conversational delivery style has become a signature part of their sound. The chorus features vocal chopping, a popular electronic music technique that adds to the song's rhythmic catchiness.
• Rhythmic Complexity: The song is built on hip-hop percussion and trap rhythms, giving it a bouncy and danceable feel. The interplay between the laid-back vocal delivery and the more complex beat creates a compelling contrast.

Literary Techniques:

• Repetition: The recurring phrase "They keep on asking me, ‘Who is he?’" serves as a lyrical motif that emphasizes the protagonist's obsessive state of mind and the curiosity of those around them. The repetition of "Oh, my, oh, my God" in the chorus highlights the overwhelming and almost unbelievable nature of their feelings.
• Direct Address: The song begins with the line "This song is about you, baby. Only you," which immediately creates an intimate and personal tone, drawing the listener into the narrative.
• Rhetorical Questions: The lyric "Can this be real?" and "I'm going crazy right?" function as rhetorical questions that convey the narrator's sense of disbelief and the intensity of their emotions.

"OMG" had a significant cultural impact upon its release, cementing NewJeans' status as "monster rookies" in the K-pop industry. The song was a massive commercial success, topping numerous charts in South Korea and achieving global recognition. It peaked at number two on South Korea's Circle Digital Chart (blocked from the top spot by their own song, "Ditto") and reached number 10 on the Billboard Global 200. The single album "OMG" became the group's first to sell over a million copies, achieving this milestone in just six months since their debut.

The song went viral on TikTok, which played a huge role in its international popularity and its entry onto the Billboard Hot 100, where it peaked at number 74. The choreography, particularly its catchy and easy-to-replicate moves, was widely imitated in dance challenges on the platform.

Critically, "OMG" was well-received for its catchy production and lyrical depth. It was named among the best K-pop songs of 2023 by publications like NME and Billboard. The song also earned several awards, including Best Song at the 33rd Seoul Music Awards and Song of the Year at the Japan Gold Disc Awards.

The music video, with its controversial and thought-provoking concept, sparked widespread discussion and analysis among fans and critics. It was praised for its creative and metaphorical take on the idol industry, mental health, and fan-idol relationships, further establishing NewJeans as a group with a unique and compelling artistic vision. The video surpassed 100 million views on YouTube in 130 days, becoming the group's fastest to reach the milestone at the time.

The music video for "OMG" is rich with symbolism and metaphors that explore the complexities of identity in the K-pop industry. The primary setting, a psychiatric hospital, serves as a metaphor for the often-confining and reality-distorting world of an idol.

Each member's delusion symbolizes a different facet of the idol experience and fan perception:

• Hanni as Siri: Hanni believing she is an iPhone's virtual assistant who 'exists for you' is a direct critique of the dehumanization of idols. It symbolizes how idols are often seen as products or services, expected to be available and responsive to their fans' desires at all times, potentially losing their own identity in the process.
• Hyein as a fairytale character: Hyein seeing herself as Cinderella or The Little Match Girl represents the 'princess syndrome' or the fantasy that the public projects onto young idols. It highlights the perceived fairytale life of a star, while hinting at the underlying vulnerability and potential danger of such an existence for a young teenager.
• Haerin as a cat: Haerin's belief that she is a cat is a nod to her feline-like features, which have become a significant part of her public identity. This symbolizes how a specific trait can be magnified to the point where it overshadows the individual's entire persona.
• Minji as a doctor/patient: Minji's role as a doctor who is also a patient symbolizes the leader's responsibility to care for her members while also grappling with her own struggles and loss of self. It speaks to the immense pressure placed on group leaders.
• Danielle as the 'real' idol: Danielle is the only one who seems to remember they are the group 'NewJeans'. This creates a tension between reality and the constructed world of the music video, prompting viewers to question what is real. Her desire to return to their debut days signifies a longing for a time before their identities became so heavily influenced by fame.

Lyrically, the most prominent recurring phrase in "OMG" is "They keep on asking me, 'Who is he?'". This line repeats throughout the pre-choruses, acting as a structural anchor. Its repetition serves to emphasize the protagonist's newfound obsession and how noticeable this change is to the people around her, building a sense of external curiosity that mirrors her internal focus.

The titular phrase, "Oh, my, oh, my God," functions as the central hook of the chorus. Its repetition captures the overwhelming sense of surprise and ecstatic disbelief that comes with falling in love. This is reinforced by the line, "I'm going crazy, right?", which also repeats and highlights the intensity and almost manic nature of her feelings.

Musically, the song is built around a few key motifs. The track opens with a distinctive plucked, staccato synth chord progression that re-emerges throughout, providing a consistent melodic and textural element. The skittering cowbells and hip-hop percussion also form a recurring rhythmic motif that defines the song's groove.

Visually, the music video connects to the group's previous release, "Ditto," through the recurring motif of the school uniforms the members wear in some scenes, suggesting a continuous narrative universe. The image of the bunny is also a recurring motif, not only in the bunny hats worn in the video but also as a symbol for their fandom, known as "Bunnies".