BLACKPINK Returns with “DEADLINE” After 3 Years and 5 Months, Selling 1.46 Million Copies on First Day

BLACKPINK (Jisoo, Jennie, Rosé, Lisa) made a grand comeback with their full-group new album “DEADLINE,” their first release in 3 years and 5 months. Released on the 27th, this mini-album recorded sales of 1,461,785 copies on its first day (per Hanteo Chart statistics), setting the highest sales figure ever for a K-pop girl group.

After a roughly 3-year hiatus following their second studio album “BORN PINK” in 2022, BLACKPINK enhanced this comeback with a collaboration with the National Museum of Korea. This first-ever large-scale partnership between the industry created a symbolic moment as Korea’s cultural heritage met a leading K-pop group.

Long queues formed at the listening room located on the first floor of the museum’s “Path of History” from the day the album was released. The members also participated in audio guided tours of national treasure-level artifacts such as the Gyeongcheonsa Ten-story Stone Pagoda and the Golden Buddha with a Flower Crown. Jisoo and Jennie recorded their parts in Korean, Rosé in English, and Lisa in Thai. The exterior of the museum building was illuminated at night in BLACKPINK’s signature pink color, and this collaborative event will run until the 8th, with the audio guided tours available until the end of July.

“DEADLINE” consists of five tracks with a wide range of genres. It includes the EDM-based pre-release track “JUMP,” the title track “GO” featuring intense glitch sounds, “Me and my” with retro hip-hop vibes, the motivational track “Champion,” and the ballad “Fxxxboy” accompanied by guitar music.

Many world-renowned musicians contributed to this album. Chris Martin of Coldplay and Grammy-winning producer Serkut participated as co-composers, while Teddy, the head of YG Entertainment, handled the arrangement. Rosé also listed herself as a composer, and all four members contributed to the lyrics of “GO.” This combination of global pop sensibilities and K-pop production received high praise in the music industry.

The music video for the title track “GO” topped YouTube’s Worldwide Trends list shortly after its release and has now accumulated over 30 million views. It reached number one on iTunes album charts in 38 regions, and all tracks on the album entered the top ranks on China’s largest music platform, QQ Music.

The American music magazine Rolling Stone stated, “BLACKPINK at their peak have returned,” adding that “fans around the world have been waiting for the synergy that emerges when all four members work together.” Billboard described “GO” as a track “that combines powerful rap, delicate vocals, and an impressive beat progression,” while the outlet highlighted that it represented the highest first-day sales figure for any K-pop female artist.

During their hiatus, the members expanded their global presence through solo activities. Rosé earned three Grammy nominations with her single “APT,” becoming the first K-pop artist to receive nominations in general music categories. Jennie won two awards at the Korean Music Awards, and Lisa solidified her status as an international actress through her role in HBO’s drama “The White Lotus.”

Jisoo is starring as Seo Mi-rae in Netflix’s series “Monthly Boyfriend.” She said, “Since we spent different times before gathering again to work, we had to coordinate carefully,” adding that she would describe this album with the keyword “growth.” She also mentioned wanting to proceed at her own pace without rushing through her current projects.

BLACKPINK will celebrate 10 years since their group formation this year. With this comeback, they are injecting vitality into the sluggish K-pop market while demonstrating a redefined presence in the global music scene.