BLACKPINK's Jennie Seemingly Shades Former Company in New Song Snippet

Courtesy of Beats.

Just 10 days after making her runway debut with Jacquemus, BLACKPINK's Jennie is back with another major brand collaboration and, this time, teasing what appears to be new music along the way.

On June 20, 2024, Beats unveiled its new campaign promoting the Beats Solo Buds, the brand's newest wireless buds featuring the smallest case in its offering which retail for $79.99 at Apple.com, with Jennie as its star. Meant to showcase the product's portability, comfort, and premium audio quality, Jennie poses wearing the new buds in a studio setting in the campaign photos.

“Music and self-expression are so important to me, so my collaboration with Beats was the perfect fit,” Jennie said in a press release. “I love my Beats Solo Buds. They're so cute and portable and allow me to immerse myself in music everywhere I go.”

To accompany the images of the campaign, Beats also released an in-motion spot with Jennie featuring what appears to be an upcoming solo track. Over a classic trap base, Jennie raps: "Taken for granted, taken as hostage, carried the baggage, carried the past us. As luck would have it, future was written. They didn't plan for women to woman up.”

Immediately after hearing the snippet, fans in the comment section and on X started speculating about the inspiration behind the lyrics, with many interpreting it as a diss to her former company, YG Entertainment.

As a solo artist, Jennie parted ways with YG Entertainment in December 2023, setting up her own company, ODD Atelier, for her solo endeavors — musical or otherwise — going forward. Jennie, as well as her fellow BLACKPINK members, also reached an exclusive deal with YG to keep working as a group under the company.

Unlike her fellow BLACKPINK member Lisa, who has just announced her first solo release under her own company will be arriving on June 27, Jennie is yet to formally announce her plans to release music under ODD Atelier, though there have been hints galore.

Since setting up ODD Atelier, Jennie has released collaborations with Matt Champion ("Slow Motion") and Zico ("SPOT!"). With her new Beats campaign, the star seems to be signaling her big solo moment is arriving soon.

This notion doesn't seem farfetched, given that other artists have already used similar Beats spots to promote upcoming songs. Back in 2023, Normani teased her song “Candy Paint” in a Beats spot before releasing it as part of her debut solo album, Dopamine, earlier this month.

As fans have noted, Jennie seems to have released a longer snippet of the song on her newly launched TikTok page, where she reposted the ad with the caption: “Future was written.” On the app, the audio is simply labeled as “Jennie Untitled.”

In the TikTok audio, the extended lyrics are: “Taken for granted, taken as hostage, carried the baggage, carried the past us. As luck would have it, future was written. They didn't plan for women to woman up. They didn't plan it, but we came out of history like f*ck it. They didn't want it, but we came out of history like justice.”

While it's hard to tell from a verse alone if Jennie's lyrics are aimed directly at a specific source, it certainly seems like she's taking back her narrative and standing against misogynism, so we can't wait to hear it all when the song finally drops in full.

Originally Appeared on Teen Vogue

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