Blackpink debuts lackluster concept for 'Shut Down' from 'Born Pink' album, fans say it's 'basic af'

SEOUL, SOUTH KOREA: If there is one K-pop fandom that has an extremely chaotic relationship with their favorite girl group's label, it's Blinks with their Blackpink's label YG Entertainment. The girl group made its debut in 2016 and has become the biggest group under the label and the most popular girl group in the world. Due to this, fans have constantly been asking the label to be more creative with Blackpink's release concepts but to no avail.  

When it comes to Blackpink, the stakes are really high for the label which is why fans believe that YG Entertainment should put a lot more effort into the girl group's future releases. However, that does not seem to be the case as the label released new concept photos for Blackpink's upcoming title track, 'Shut Down', from their upcoming full-length album, 'Born Pink', which releases on September 16 this year. 

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Blackpink 'Shut Down' to drop with girl crush concept

On September 7, YG Entertainment released the concept photos for Blackpink's second title track, 'Shut Down' that will be released a month after the release of their chart-topping single, 'Pink Venom'. Both the songs will serve as the title tracks for Blackpink's second full-length album, 'Born Pink', which will be released in the weeks to come. However, fans seem to be displeased with the same old concept photos released by the label.

YG Entertainment announced that the new single, 'Shut Down', will feature a "girl crush" concept. In K-pop, girl crush concepts refer to moments of K-pop idols promoting female empowerment and being role models to fellow women. The idea of a girl crush no longer means playful and cute but reflects mature sounds and themes. While talking about the new concept of Blackpink's 'Shut Down', YG Entertainment states, "Shut Down is a word that gives an intuitive, yet strange tension and means shutting down some kind of space."

They added, "It will make people look forward to the new story of BP, who has been stealing hearts of worldwide fans with their charisma and girl crush charms.” However, fans allege that there is nothing new about the said concept photos for the upcoming single as they claim that the label's creative team is not making any effort to make Blackpink stand out. This has also been a constant complaint from fans of Blackpink over the past few years as they noticed how YG Entertainment hardly put any effort in the girl group's past releases.

'This looks basic af'

Fans point out that YG Entertainment is not truly putting its best effort into Blackpink's concepts. One fan said, "Blinks more creative than YG." One more fan said, "YG is really not the creative bunch when it comes to teasers cuz this looks basic af." Another fan said, "Yg needs to fire their graphics team or creative agency." One fan said, "I love the girls so much but I need YG to get better creative people because this looks TIRED."

One more fan said, "Yg has never been competent and will never change. y’all cannot tell me this album is gonna be a masterpiece when they didn’t even put effort into the singles (yg not bp) the cover art isn’t even creative it’s recycled w another name on it. yg does not care ab bp or blinks." Another fan said, "I'd be embarrassed working in yg's creative department i'm srs." One more fan said, "Yg be always spending $5,000,000 on their mvs and $50 on their teasers."

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