Going Solo

Blackpink’s Jennie Finds The ‘Perfect Fit’ With Beats’ New Solo Earbuds

Jennie shows off Beats' new true wireless earbuds and shares a short snippet of new music

By Jonathan Zavaleta

Jonathan Zavaleta

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June 28, 2024

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Jennie in Beats Campaign

Daniel Sannwald

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K-pop phenomenon Jennie made headlines when she and her Blackpink bandmates parted with their label YG Entertainment and launched independent endeavors. Now Jennie is going solo in a different way; the multi-hyphenate singer and actress partnered with Beats to showcase the brand’s new Solo Buds. In the 30-second clip, released on the 20th, she dances against a sleek black, white, and red backdrop wearing an all-black outfit and sporting the new earbuds. The clip is set to a snippet of new music, in which she raps “They didn’t plan for women to woman up.”

The 28-year-old South Korean artist joins a long list of high-profile collaborators with Beats, including musicians like Lil Wayne and athletes like Lebron James and Naomi Osaka. “Music and self-expression are so important to me, so my collaboration with Beats was the perfect fit,” said Jennie Kim, known mononymously as Jennie, in a statement. “I love my Beats Solo Buds. They’re so cute and portable and allow me to immerse myself in music everywhere I go.”

Daniel Sannwald

$79.99

Buy on Target

The compact size is part of the Solo Buds appeal, as is the price. At $80, they’re less expensive than other true wireless earbuds from brands like Sony, Bose, or Apple, for that matter, which owns Beats by Dre. The tiny earbuds still manage to pack up to 18 hours of battery life, and they come with four tips to fine-tune the fit. The buds have touch controls to pause music, take calls, or connect with Siri or Google, and they are easily compatible with iOS or Android devices.

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The Beats campaign caps a busy month for Jennie, who walked in Jacquemus’ runway show in Italy and appeared in an Adidas campaign. Her other fashion campaigns include working with Calvin Klein and Chanel, and she acted in HBO’s The Idol last year. She also launched her own label and company, Odd Atelier late last year, around the same time Blackpink parted with YG.

The Beats Solo Buds are available now from Target for $80, and come in Arctic Purple, Matte Black, Storm Gray, and Transparent Red. 

$79.99

Buy on Target

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