JENNIE from BLACKPINK has made the official announcement of her solo era with a first teaser of her next single titled "Less Than a Lover". Scheduled for release on July 24, the song has managed to gain huge popularity since Jennie has completely taken charge of everything starting with writing, composing, and even directing the music video of her single. It features an interesting and mysterious romantic idea that has made people curious about JENNIE's latest work. It is the first time since JENNIE's successful album "Ruby" that she has announced her next solo work. As soon as the teaser was released on the internet, everyone could see how active fans were discussing it on social media.

JENNIE Takes the Director's Chair

Another important aspect of the comeback is the creativity of JENNIE as seen in her work behind the scenes in directing the video. In addition to being involved in the singing of the song, she has directed the music video. The teaser contains dream-like scenes, and the presence of a male actor shows the love story which will unfold in the music video. The fans have commended the beautiful cinematic shots in the teaser, and some fans have noted that the teaser looks like a short movie rather than a music video.

Less Than a Lover Arrives on July 24

JENNIE confirmed the release date of her song “Less Than a Lover,” which is due on July 24, 2018, at 1 p.m. KST. One of the lines from the teaser of the song says, “The summer I decided to stop the love story”, suggesting that it is likely going to be an emotionally charged single. It is known that the song gained popularity after JENNIE’s performances of the track in recent music festivals.

Fans Praise JENNIE's Creative Vision

Immediately following the release of the teaser, there was an increase in the use of hashtags concerning JENNIE and Less Than a Lover that went viral on social media. Fans congratulated her on taking total artistic license, as she has always been known to be growing into an individual artist. Jennie fans were excited about witnessing her skills extend beyond that of a performer and a singer in the position of directing her music video.

A New Chapter After Ruby

"Ruby" a hit album for the singer, JENNIE now follows suit in establishing herself as a versatile artist in K-pop. With the formation of her own record label, Odd Atelier, she has gained more control over her music and vision, and it seems like Less Than a Lover is taking her on that road. Given how the countdown has already begun towards July 24, the release of her next single is going to be one of the most anticipated in K-pop for the month.

Final Take

The teaser of "Less Than a Lover" by JENNIE is already turning heads because of the cinematic quality and meaningful theme. Through her songwriting, production, and direction of the music video, the BLACKPINK member has proven that she is capable of creating something with an artistic edge. The July 24th release date of the track is getting closer, but anticipation for the song remains high.