BLACKPINK is facing backlash after releasing a “behind the scenes” clip for their track “JUMP” that fans slammed as lazy promotion.
The controversy began when BLACKPINK’s official Twitter posted a “behind the scenes” tweet on July 16 linking to the full music video instead of new footage.
The actual behind-the-scenes content was just a 20-second clip, sparking fury from netizens.
Fans called out YG Entertainment for poor promotion, especially since “JUMP” has only one music video and no other significant content like dance practice videos or remixes.
Many pointed to how rushed the comeback seemed and compared it unfavorably to past BLACKPINK releases with more exclusive, longer behind-the-scenes footage.
Fans want more pre-release singles, full album promotions, and more content to keep BLACKPINK at their peak.
posting a 20 sec clip and calling it behind the scenes are you fr?? — honors lisa (@honorslisa)
We need dance practice video and more promotions for JUMP. Make sure it’s part of their album this year and we need more pre release singles! How about a highly promoted full english and more collabs. A 15 track full album — serie (@serie_bp)
when will companies understand we want more than a 30sec or even 3-minute behind-the-scenes?!?! bring back 12min behind-the-scenes footage ffs — leila (@leilasofiacerca)
released one music video for promo and called it a day yg really is incompetent & is holding back blackpink from reaching new peaks in their career — (@jnkshogun)
No dance performance,no extended version,no remixes,no interviews, not a single promo Oh @ygent_official when I catch you — EM (@Jigglejennie)
Fans remain loyal to BLACKPINK but are demanding more from YG as frustration grows over the lack of proper promotion for “JUMP.”
