The singer and rapper stars in the campaign for the brand’s recently announced wireless headphones.
“Taken for granted, taken as hostage,” Blackpink‘s Jennie raps in the brand new Beats Solo Buds campaign.
Jennie of Blackpink.
Courtesy of Beats
The 28-year-old global star is the face of the brand’s recently launched Beats Solo Buds wireless headphones through a new campaign. In the 30-second video, the Blackpink member – decked out in all black with her hair in a sleek, long ponytail – seemingly teased new music.
“Music and self-expression are so important to me, so my collaboration with Beats was the perfect fit,” Jennie said in a release.
Despite the music clip being short, it marks a very big shift for Jennie, who announced in December that she had launched her own label, OA, short for ODD ATELIER. Jennie and her fellow Blackpink members (Jisoo, Rosé and Lisa) renewed their exclusive contracts for group activities with their Korean label YG Entertainment at the beginning of December. Following news of the group extension, it was later announced that all four members decided to part ways with the label for solo activities.
In an Instagram post announcing the formation of OA in December, the pop star said: “This year was filled with many accomplishments, and I’m so thankful for all the love I’ve received. I’m also excited about what’s to come, as I start my solo journey in 2024 with a company that I have established called OA. Please show lots of love for my new start with OA and of course, Blackpink.”
The new Beats campaign is just the latest example of Jennie continuing to branch out into fashion and brand partnerships. The Idol actress made her runway debut earlier this June in Jacquemus’ Capri, Italy, show and hit the Met Gala red carpet last month.
The Beats Solo Buds are available on Apple.com in four colors (Matte Black, Storm Gray, Arctic Purple and Transparent Red) and retail for $79.99.