Seoul (GNP): Blackpink member Jennie is set to make a highly anticipated return to her solo music career with the release of her new single, “Less Than A Lover,” scheduled to arrive on July 24 across major streaming platforms.
According to an announcement from OA (Odd Atelier) Entertainment, Jennie has taken an active creative role in the project by participating in both the songwriting and the direction of the music video.
The announcement highlights her growing artistic involvement beyond performing,and reflecting her vision as a singer, songwriter, and creative director.The promotional teaser for Less Than A Lover presents a calm and cinematic atmosphere, hinting at an emotional story centered on love, relationships, and personal growth.
The poster also credits Jennie as both the writer of the song and the director of the music video, showcasing her commitment to delivering a project that reflects her own artistic identity.
This release marks another important step in Jennie’s solo career following the establishment of OA (Odd Atelier), her independent agency. Since launching the company, Jennie has focused on expanding her creative freedom while continuing her successful activities as a member of BLACKPINK.
Fans around the world have responded with excitement to the announcement, making the teaser trend across social media platforms within hours.
Many praised Jennie’s decision to take greater creative control over her music and visual storytelling, expressing anticipation for a new sound and concept.Jennie has built a strong reputation as both a global music icon and fashion influencer.
Her previous solo releases achieved international success, earning millions of streams and charting in multiple countries. Expectations are therefore high for Less Than A Lover, which is expected to attract significant attention from both fans and the global music industry.
Also Read: Global Stars Set For FIFA World Cup Final Halftime Show
Industry observers believe the new single could further strengthen Jennie’s position as one of the leading solo artists in K-pop. By writing the song and directing its music video, she continues to demonstrate her growth as a multifaceted artist capable of shaping every aspect of her work.
The release also reflects a growing trend among K-pop artists seeking greater creative participation in their projects. Jennie’s involvement behind the scenes highlights the increasing importance of artistic independence and personal storytelling in today’s global music landscape.
Less Than A Lover will be available on major digital music platforms beginning July 24, with the official music video expected to premiere simultaneously. Fans eagerly await the next chapter in Jennie’s solo journey as she introduces a new era defined by creativity, authenticity, and artistic expression.
