BLACKPINK's Jennie Confirms Solo Single 'Less than a Lover' Release on July 24

TL;DR BLACKPINK's Jennie will release her new solo single 'Less than a Lover' on July 24 at 1 PM KST, marking her direct involvement in its direction, writing, and music creation, signaling a significant artistic evolution.

Unlike the impactful debut of her 2018 single 'SOLO,' BLACKPINK's Jennie now returns with a new creative direction, announcing her upcoming single 'Less than a Lover' for release on July 24 at 1 p.m. KST. This highly anticipated track confirms her direct involvement in its direction, writing, and music creation, a significant development for the global artist.

Fans first received a glimpse of the new material when Jennie unveiled a cinematic teaser for 'Less than a LOVER' on July 20 at midnight KST, followed by another teaser on July 21. According to Soompi, Jennie has been teasing this new song during her recent solo festival performances, building considerable anticipation and fan speculation. Her previous solo effort, 'SOLO,' achieved remarkable chart performance, peaking at number one on the Gaon Digital Chart and topping Billboard's World Digital Song Sales chart in 2018, demonstrating her formidable individual market power. This consistent high performance across platforms underscores the significant commercial weight of her solo endeavors within the K-Pop industry, setting high expectations for her latest offering.

This move fits a pattern of BLACKPINK members exploring individual artistic paths while maintaining group synergy.

In practical terms, Jennie's credit for directing, writing, and composing 'Less than a Lover' signals a deeper dive into her personal sound and artistic vision, moving beyond her established image. This level of creative control offers a compelling contrast to her earlier work, suggesting a more intimate and self-reflective vocal delivery and a nuanced lyrical approach. The evidence is clear: 'SOLO' secured a platinum certification from the Korea Music Content Association, indicating over 2.5 million digital downloads, a benchmark Jennie aims to surpass with this new, self-produced offering. One notable element to the teasers is the potential for a more experimental sound, pushing the boundaries of her previous pop-centric releases and showcasing a matured artistic identity. For fans, this means an authentic expression of her evolving artistry, moving beyond established group dynamics into a distinct solo identity as a multi-hyphenate creator.

The forthcoming release on July 24 will provide the first full listen to Jennie's expanded creative range, offering critical insights into her future creative direction and potential solo endeavors. This bold step into detailed creative ownership positions her as a formidable force not only as a performer but also as a burgeoning producer and songwriter in the global music scene. Her continued evolution is a testament to the dynamic growth observed across the K-Pop industry, where artists increasingly seek to define their unique artistic narratives.

Frequently Asked Questions

When will Jennie's new single 'Less than a Lover' be released?

BLACKPINK's Jennie will release her new solo single, 'Less than a Lover,' on July 24 at 1 p.m. KST. This release follows a series of teasers, with the first cinematic image unveiled on July 20 at midnight KST. Fans have also heard snippets of the song during her recent solo festival performances, building significant anticipation for the full track and its accompanying visuals.

What is Jennie's involvement in the production of 'Less than a Lover'?

Jennie has taken on significant creative control for 'Less than a Lover,' receiving credits for directing, writing, and creating the music for the single. This marks an expansion of her creative direction compared to her previous solo work, 'SOLO,' where she primarily contributed as a performer. Her increased involvement signals a deeper exploration of her personal sound and lyrical themes.