Jennie to Release New Single ‘Less Than A Lover’

Blackpink’s Jennie will release her new single “Less Than a Lover” Friday following extensive festival previews. Her agency, Odd Atelier, confirmed Tuesday that the track drops at 1 p.m. KST. Consequently, this release arrives after months of building anticipation through live festival performances worldwide.

Indeed, the agency unveiled a teaser image showing Jennie and a man through a truck window. Meanwhile, Jennie took on multiple creative roles, writing, producing and directing the accompanying music video. Therefore, this new single represents a deeply personal project reflecting her expanding artistic vision.

Furthermore, “Less Than a Lover” departs significantly from Jennie’s previous high-energy tracks like “Like Jennie” and “Mantra.” Instead, this song features lo-fi guitar, vintage keyboard textures and notably restrained vocal delivery. This softer, introspective sound offers listeners a different side of her artistry entirely.

Notably, Jennie first debuted this new single at New York’s Governors Ball Music Festival in June. Afterward, she continued showcasing the track across several major European festivals throughout July. These included Denmark’s Roskilde Festival, Poland’s Open’er Festival and Spain’s Mad Cool Festival specifically. Meanwhile, fan-recorded performance clips spread rapidly across TikTok and Instagram, generating significant online buzz beforehand.

Given this social media momentum, anticipation for the official release has grown considerably among fans globally. Additionally, Jennie plans to continue her extensive festival circuit throughout the summer season. She will perform at Lollapalooza Chicago in July before heading to Japan’s Summer Sonic festival in August.

Ultimately, this rollout strategy demonstrates how K-pop artists increasingly leverage global festival circuits for song promotion. Going forward, Jennie’s expanding international presence signals continued crossover success beyond traditional K-pop audiences. This new single’s reception could further solidify her standing within the global music industry.