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It's clear what the company was going for at the beginning.
Newjeans debuted in August and Triple S subunit Acid Angel's from Asia came out in October.
That's a month and a half or two months of Triple S company studying NewJeans concept and seeing what was popular at the moment.
So I feel he tried to give the girls the same vibe, but just slightly darker and etc.
The music director in that video clearly knew what he was doing and had a good storyline going on in there, which could've easily continued for 2 more comebacks.
But after the subunit came out and didnt perform as well off the bat like the CEO wanted, he scrapped the unit.
Fast forward they supposedly still release music like this, but their concept is different and it's too many members.
The company should've stuck to the 4 members and dressing them in high teen Y2K style, and continued the light trendy vibes for each comeback.
They would've definitely picked up traction from international fans I feel, and they could've used TikTok to their advantage too.