BLACKPINK’s “Jump” Music Video Faces Backlash: Fans Criticize AI Use and Concept Shift

BLACKPINK’s much-anticipated return to the global music scene was meant to be a celebration.

After a two-year hiatus, the powerhouse girl group made a high-profile comeback with the “Deadline World Tour” and the release of their latest single, “Jump.”

However, while the group’s return sparked excitement among fans worldwide, the accompanying music video for “Jump” has faced widespread backlash from netizens and longtime supporters, with many labeling it as one of BLACKPINK’s worst releases to date.

A Long-Awaited Comeback Turns Controversial

BLACKPINK’s return after a two-year break was seen as a defining moment, with expectations running sky-high.

Fans hoped the new single would mark a fresh, creative direction while preserving the group’s signature sound.

“Jump,” however, took an unexpected turn both musically and visually, introducing a heavily AI-driven, experimental concept that strayed from BLACKPINK’s more polished and glamorous past releases.

Rather than impressing fans with innovation, the music video’s overreliance on artificial intelligence, surreal visuals, and jarring transitions left many feeling disappointed, confused, and even frustrated.

While some appreciated the attempt to break new ground, others felt the group’s identity was lost in the process.

Social Media Reacts: “Unwatchable” and “Insincere”

Soon after the video’s release, social media platforms like Twitter and TikTok were flooded with reactions, most of which were overwhelmingly negative.

Fans who had eagerly awaited the MV expressed shock and dismay at what they perceived as a chaotic and disjointed production.

One X (formerly Twitter) user bluntly declared, “SORRY BUT THIS IS THE WORST MV OF BLACKPINK! WTF IS THAT???”, a sentiment echoed by many others. Another comment read, “Most bad MV of BLACKPINK. I can’t even enjoy it. ‘Shut Down’ was already bad, but ‘Jump’ is worse.”

Some fans even went as far as accusing the label of treating BLACKPINK as a cash machine rather than nurturing their artistry.

Comments like “They don’t take BLACKPINK seriously anymore—they just release whatever to make money” reflect deep concerns about the group’s creative direction and sincerity in music-making.

Also Read: Behind the Scenes: BLACKPINK’s “JUMP” MV Revealed!

Artificial Intelligence: Bold Experiment or Creative Misstep?

One of the most common criticisms centered around the excessive use of AI in the “Jump” music video.

While AI-generated visuals are becoming more common in music production, BLACKPINK’s video was described by some viewers as borderline unwatchable due to its erratic style and visual overload.

As one user noted, “Song was ass, MV was all over the place, and once again the money went to the MV, not the song.”

Another shared, “Whoever directed BLACKPINK’s ‘Jump’ MV was playin’ in their face… I like the song, but the MV was ass.”

These criticisms suggest that, while the track itself might be passable or even enjoyable to some, the visual execution distracted from the music and ultimately diminished the overall experience.

Contrast to Past Concepts: Has BLACKPINK Lost Their Signature Style?

BLACKPINK has long been praised for their high-concept, fashion-forward, and visually captivating music videos.

From the cyber-glam aesthetic of “DDU-DU DDU-DU” to the cinematic production of “Kill This Love,” they set the gold standard for K-pop visuals.

With “Jump,” however, critics argue the group has deviated too far from their roots.

The once cohesive, trend-setting visuals have given way to what some describe as “experimental for the sake of being different” without maintaining the quality and artistry BLACKPINK is known for.

Many fans feel disconnected from the new concept, describing it as lacking in heart and identity.

The shift in creative direction has sparked debates within the fandom about whether this is simply a one-off misfire or a troubling sign of creative stagnation.

Fan Division and the Future of BLACKPINK

Not all fans were entirely dismissive. Some expressed hope that “Jump” might grow on listeners over time or be better appreciated in the context of the full album or live performance. 

A few praised the boldness of experimenting with AI and breaking away from formulaic pop video structures.

Still, the loudest voices have been those of concern, especially from longtime BLINKs who have followed BLACKPINK from their debut days.

There is a growing call for YG Entertainment and the group’s creative team to reconnect with the core strengths that made BLACKPINK a global phenomenon: authenticity, polished visuals, powerful vocals, and a clear artistic vision.

A Polarizing Return for K-pop’s Global Queens

BLACKPINK’s comeback with “Jump” was meant to be a triumphant return. Instead, it’s become one of the most divisive moments in their career.

While the song itself may still find commercial success due to the group’s immense popularity, the harsh criticism of the music video highlights a significant disconnect between the group’s creative output and fan expectations.

Also Read: BLACKPINK Soars to the Top Again: “JUMP” Becomes First Girl Group Song to Hit No. 1 on US iTunes Since “Pink Venom”

The controversy surrounding “Jump” serves as a wake-up call—not just for BLACKPINK and their production team, but for the wider K-pop industry.

In an era where visual storytelling and fan engagement are more crucial than ever, artificial intelligence may enhance a concept- but it can’t replace authenticity.

As BLACKPINK continues their Deadline World Tour and possibly prepares for a full album, all eyes will be on whether they can rebound from this misstep and reaffirm their position as K-pop’s undisputed leaders.

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