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In this segment of Notorious Mass Effect, we dive into the highly anticipated solo comeback of Jennie from the global sensation BLACKPINK. Jennie's new single, "Mantra," was released on October 11, 2024, and it's already making waves in the music industry.

Teaming up with Columbia Records, a label renowned for representing international superstars like Beyoncé and Adele, Jennie's partnership further solidifies her growing influence on the global stage. "Mantra" is a powerful and energetic track that promotes self-love and individuality, encouraging listeners to embrace their unique qualities.

Jennie shares that the song is intended to usher in a new era, offering fans both joy and a glimpse into a fresh side of her as a solo artist. Inspired by recording sessions in Los Angeles, Jennie hopes that listeners can feel the positive energy that the song conveys.

To complement the music, the music video for "Mantra" was directed by Tanu Muino, a renowned director with a track record of collaborating with artists like Harry Styles, Doja Cat, and Cardi B. Muino's impressive credentials include winning 'Best Direction' at the 2021 MTV Video Music Awards for Lil Nas X's "Montero."

Drawing inspiration from the 1998 film Rush Hour, the video features Jennie in a series of stunning couture outfits as she explores various locations in Los Angeles. Classic cars play a significant role, with color-coordinated vehicles like a red big rig, white Ferrari, and even a DeLorean adding a nostalgic touch. The video culminates with Jennie and her crew performing choreography amidst burning cars, creating a visually striking and memorable finale.

Prior to the release, Jennie teased her comeback by showcasing her bold "Western" look and sharing chic photos from her time in Paris. This solo release marks Jennie's first in a year, following her single "You & Me" from October 2023. Meanwhile, other BLACKPINK members have also been exploring solo endeavors, with Rosé announcing her debut solo album and Lisa releasing her single "Moonlit Floor."

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