Jennie in a promo photo for “Mantra.” Image: Tyrell Hampton via Columbia Records and Odd Atelier
Blackpink’s Jennie marked the beginning of her new era with the single “Mantra,” which she hoped would be a reminder to her female listeners to “love themselves for who [they] are.”
The new single, which was dropped on Friday, October 11, is Jennie’s first release since launching her own agency Odd Atelier. She recently signed a record deal with Columbia Records in September.
“It’s the perfect song to begin my new era. I think ‘Mantra’ will make my fans happy but also show a new side of me as a solo artist,” she said in a press statement. “The song was inspired by my time recording in Los Angeles, and hopefully fans feel that energy — which is about being positive, being expressive, and being true to who you are.”
Touching on the song’s lyrics where “girls just gotta have fun,” Jennie said the “energetic” single will empower her female fans to practice self-love.
“It’s energetic and empowering with a message for all of my ladies, women, and pretty girls out there to love yourself for who you are. This is your anthem,” she said.
The song’s music video was set in Los Angeles, California in the US, which showed the Blackpink member and solo artist donning various stylish outfits, and having different hairstyles — including a long blonde wig. It was directed by Tanu Muino, who’s known for her work with Harry Styles’ “As It Was” and Dua Lipa’s “Illusion.”
“It reflects the main theme of female empowerment and confidence. It was important for the overall vision to be consistent, and I love how it turned out. I’m so excited to finally put it out there,” Jennie said of the music video.
“Mantra” is the lead single of Jennie’s upcoming studio album, although details on its concept, tracklist, and release date are yet to be announced.
Jennie debuted as the lead vocalist and lead rapper of Blackpink in August 2016. She made her solo debut with the single “Solo” in November 2018.