BLACKPINK’s highly anticipated comeback with their new single Jump has sparked major controversy among fans. Many are angry over what they see as unfair treatment of member Jisoo, who reportedly received significantly less solo screen time compared to the other members in the music video. The issue has led to widespread criticism of YG Entertainment and the MV director, with fans accusing them of sidelining Jisoo despite her role as the group’s official visual.
Jisoo’s Screen Time Reportedly Under 10 Seconds in ‘Jump’ MV
The music video for Jump, released on July 11, 2025, quickly gained global attention. However, fans noticed that Jisoo appeared in very few solo shots. Some even timed her screen presence, claiming it lasted only 9.8 seconds. In contrast, other membersโJennie, Rosรฉ, and Lisaโhad noticeably more individual moments.
Fans pointed out that backup dancers and actors in the video had more screen time than Jisoo. Social media erupted with complaints, with many calling out YG Entertainment for a long-standing pattern of unequal treatment.
“Despite the screen time in the MV, this was the iconic scene; You and YG don’t deserve JISOO even a little bit. But we are always the same ones who talk about injustices. Then there are the xenophobes or those who turn a blind eye, but they all resort to her when they have no content.” โ @chulijs1 on X
“See I wasn’t gonna say anything but this is ridiculous even the actors have more screentime than Jisoo at this point.” โ X user
MV Director’s Social Media Activity Fuels Fan Suspicion
Further fueling the controversy, fans discovered that the Jump MV director followed all BLACKPINK members on Instagram except Jisoo. This led to accusations of intentional favoritism, though this claim remains unconfirmed. Many fans believe this explains the unequal distribution of screen time.
“So apparently the director of ‘Jump’ MV followed all the girls on IG except Jisoo, that makes a whole lotta sense about the screen timeโฆ YG really hired someone that despises her as much as they do.” โ Netizen
Some fans also claimed that Jisoo had prepared extensively for the shoot but was unfairly edited out.
“They made Jisoo get all dressed up hereโฆ do her makeup, and look stunningโฆ and not even gave her a single second of screen time. What was the point? At this point she might as well have stayed in pajamas.” โ Fan reaction
BLACKPINK’s ‘Jump’ Still Breaks Records Despite Backlash
Despite the backlash, Jump has been a commercial success. The music video became the fourth-fastest K-pop girl group MV to hit 1 million likes on YouTube, achieving the milestone in just 1 hour and 3 minutes. The song, produced by Diplo, was first performed during BLACKPINK’s DEADLINE World Tour kickoff in Goyang.
Each member has been active in solo projects. Jisoo recently released her mini-album Amortage in early 2025 and is preparing for her lead role in the upcoming K-drama Boyfriend on Demand, where she plays a webtoon artist exploring virtual relationships.
BLACKPINK’s Ongoing World Tour Schedule
The group is currently on their DEADLINE World Tour, with upcoming stops in:
- Chicago, USA โ July 18
- Toronto, Canada โ July 22โ23
- New York, USA โ July 26โ27
- Paris, France โ August 2โ3
- London, UK โ August 15โ16
- Tokyo, Japan โ January 16โ18, 2026
Also read: BLACKPINK Jisoo Fans Call for Boycott of Omniscient Reader Movie Over Promotional Exclusion
While the groupโs comeback has been successful in numbers, the debate over fair treatment within the fandom continues.
