BLACKPINK’s Latest Post About “JUMP” Sparks Major Frustration

BLACKPINK‘s latest post about “JUMP” sparks major backlash from fans.

The members of BLACKPINK | @sbskpop/X

BLACKPINK recently released their track “JUMP,” and while there is a video and it’s being performed on the DEADLINE shows, there has been no real promotion.

On July 16, netizens got excited when a tweet was shared about the “behind the scenes” footage.

Behind the scenes of ‘뛰어(JUMP)’

🎬‘뛰어(JUMP)’ M/V
: https://t.co/Zk6Ee9zVMe#BLACKPINK #블랙핑크 #JISOO #지수 #JENNIE #제니 #ROSÉ #로제 #LISA #리사 #뛰어 #JUMP pic.twitter.com/8VDM4ASzzF

— BLACKPINKOFFICIAL (@BLACKPINK) July 16, 2025

Until netizens noticed the link was to the music video, not any new footage.

The actual footage for the behind-the-scenes was only 20 seconds.

Netizens were furious that the clip was called “behind the scenes,” saying how lazy YG Entertainment had been with the promotion of the song and that in the past, they used to get much more exclusive content for new releases. Many emphasized the past rhetoric that the whole comeback seemed rushed.

posting a 20 sec clip and calling it behind the scenes are you fr??

— honors lisa (@honorslisa) July 16, 2025

We need dance practice video and more promotions for JUMP. Make sure it’s part of their album this year and we need more pre release singles! How about a highly promoted full english and more collabs. A 15 track full album

— serie (@serie_bp) July 16, 2025

when will companies understand we want more than a 30sec or even 3-minute behind-the-scenes?!?! bring back 12min behind-the-scenes footage ffs https://t.co/0g0PpGUMnq

— leila ☁️ (@leilasofiacerca) July 16, 2025

released one music video for promo and called it a day yg really is incompetent & is holding back blackpink from reaching new peaks in their career https://t.co/lE1H1tNCSW

— 🌹 (@jnkshogun) July 16, 2025

that’s how it used to be what happened….??? https://t.co/bB56nAAQui pic.twitter.com/WY73T5yE5H

— Pikachu (@quarrelpinks) July 16, 2025

No dance performance,no extended version,no remixes,no interviews, not a single promo

Oh @ygent_official when I catch you https://t.co/nggCn8tl96 pic.twitter.com/fmo67yJbcp

— EM (@Jigglejennie) July 16, 2025

Fans love BLACKPINK but want more, especially after so long without group content.