- Jennie's first full-length solo project since 2017's groundbreaking 'SOLO'
- Features collaborations with Doechii, Dominic Fike, and Dua Lipa
- Blends R&B, pop, and experimental sounds distinct from Blackpink's catalog
- Showcases vocal versatility across vulnerable ballads and TikTok-ready anthems
- Signals new creative direction with producers like Diplo and El Guincho
Seven years after establishing herself as K-pop's solo trailblazer, Blackpink's Jennie returns with Ruby, a genre-fluid declaration of artistic independence. The 12-track album transcends her group's signature girl-crush aesthetic, positioning Jennie as a global pop chameleon equally comfortable with trap beats and acoustic confessionals.
The album's lead single 'Mantra' exemplifies this evolution. Where 'SOLO' relied on minimalist EDM, this brassy empowerment anthem features layered harmonies and lyrics dissecting modern celebrity culture ('Pretty girls don't do drama 'less we wanna'). Collaborative tracks like 'ExtraL' with Doechii reveal surprising depth, blending Jennie's honeyed vocals with the rapper's barbed verses about female rivalry in entertainment.
Industry analysts note strategic choices reflecting K-pop's shifting landscape. 'Ruby' arrives as 63% of K-pop soloists now prioritize English lyrics for Western charts (2024 KMC Report). Jennie's team leans into this trend while maintaining Asian market appeal through delicate ballads like 'Twin,' which interpolates traditional gayageum zither motifs. This dual approach mirrors IVE's recent multilingual strategy that boosted Southeast Asian streams by 41%.
Production risks pay dividends on experimental cuts like 'Zen,' where Jennie's machine-gun rapping channels CL's swagger over glitchy synths. Yet the album's crown jewel remains 'Start A War,' a SZA-esque slow burn featuring Jennie's best Rihanna impression over warped basslines. Clocking 1.2 million TikTok creates in 48 hours, its anti-chorus structure demonstrates savvy platform-first songwriting.
While some collaborations feel overly safe (the Dua Lipa-assisted 'Handlebars' recycles disco trends), Ruby ultimately succeeds as a cultural reset. By collaborating with Latin producer El Guincho on the reggaeton-tinged 'IE (Way Up),' Jennie taps into K-pop's growing Latin American fanbase - a market projected to generate $380M in 2025 (IFPI). The result? A cohesive yet adventurous debut proving Blackpink's star needs no ensemble backup.
