Deciphering the Hidden Meaning of New Jeans MV “ETA”: When a Rumor Leads to Tragic Consequences
MV “ETA” director Shin Woo Seok has revealed the true explanations behind the meaning of the music video. On July 21, NewJeans released the MV for “ETA,” one of the three title tracks from their latest EP, “Get Up.” Although “ETA” still maintains the classic “pop RnB” style of NewJeans, it stands out for a powerful and impressive rhythm from the first listen and presents a new approach with a horror-themed MV, filmed entirely with a mobile phone.
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A dark and mysterious story in the NewJeans MV of “ETA”
If the MV of “Cool With You” embraces a mythological twist with Cupid’s love story, “ETA” follows a murder case. However, in “Min Hee Jin’s signature style of storytelling,” the MV does not explicitly show how the murder occurred, leaving it up to viewers to interpret, with clues embedded through characters and images.
The MV of “ETA” begins with the five members of NewJeans making a phone call to a friend named Eva, informing her that her boyfriend is being unfaithful. Towards the end of the video, Eva is shown driving towards a cliff, with her boyfriend’s T-shirt hanging from the trunk of the car, suggesting that Eva has murdered the infidel and is heading to dispose of his corpse.
A bold narrative that has captivated audiences, ETA NewJeans
The bravery of the MV story has immediately caught the public’s attention, triggering countless discussions on Korean forums. So far, viewers have tried to analyze the MV from various perspectives, but MV director Shin Woo Seok has offered a reasonable explanation.
Specifically, the director explained that the MV of “ETA” is actually about a rumor, and that the “murder” symbolizes the consequences of distorting and exaggerating information. In addition, the director revealed that there are 2 key details in “ETA” that can help decipher the story.
The meaning behind the MV ETA according to director Shin Woo Seok
Through a conversation on Instagram, director Shin Woo Seok shared his vision for the “ETA” MV:
“Hello! Thank you so much for enjoying this music video. However, I don’t like to explain every little detail of my projects once I’ve completed them. It would be difficult for me to provide a specific explanation. Therefore, within the limitations of what I can say, with ‘ETA’, I want to represent a story about ‘rumours’. In modern society, we all encounter rumors that we have not witnessed with our own eyes, and we need to find a basis for believing in them. During that process, many truths are distorted and exaggerated. NewJeans, which unintentionally created the buzz in the story, also adheres to that standard.
If you analyze the timeline of this MV, you can see that the time of Hanni’s call and the moment when Eva picks up the phone do not match. Also, the headband, which can be seen next to the phone, doesn’t appear until after the story has begun. In fact, the woman has already murdered the man and is on her way to dispose of his corpse.
The MV does not reveal whether the man was actually unfaithful. The kiss scene is an imagination of the woman, which her mind conjures up as she refuses to answer the call.
At present, we are exposed to too much information. However, we rarely think to confirm the veracity before disseminating such information. Thank you again for your interest in the music video.”
NewJeans Delivering a Powerful Message
With the director’s analysis, it seems that NewJeans and its team have conveyed a profound message. Despite the vibrant color palette of the “ETA” MV, its story is tragic and, at the same time, relevant.
By addressing the subject of rumors and their aftermath, NewJeans manages to make its MV not only visually captivating, but also meaningful and provocative for viewers. The unique approach to storytelling and the mystery behind the video have ignited the imagination of fans, which has generated an exciting debate in the online community.
In short, the MV of “ETA” is a creative masterpiece that challenges viewers to reflect on how we perceive information in an era dominated by the speed of communication and data saturation. With NewJeans cementing themselves as a group not afraid to explore new territories in their music and narrative, the impact of the “ETA” MV will linger in the minds of their audience for a long time to come.