The band’s recordings add an of-the-moment twist to the museum’s efforts to engage new audiences, aligning with a broader push by Korean cultural institutions to rebrand the country’s ancient heritage for modern sensibilities, particularly among younger demographics. (Image provided by ADOR)
SEOUL, May 15 (Korea Bizwire) – Visitors to the British Museum’s Korean galleries can now hear a decidedly contemporary soundtrack as they view ancient treasures: audio explanations by the members of NewJeans, one of South Korea’s biggest K-pop girl group.
The group’s agency, ADOR, said on May 14 that the quintet had volunteered to record descriptions, in Korean, of some of the major works on display, adding a vibrant, youthful flair to the showcases of ceramics, paintings and architectural recreations.
Using their animated vocal stylings, the NewJeans members introduce pieces like a blue and white porcelain moon jar from the Joseon dynasty, a 14th-century blue-and-white inlaid celadon vase, a mural depicting the Four Heavenly Kings of Buddhist mythology and a recreated 18th-century study room built with traditional Korean construction techniques.
They even lent their voices to select Roman-British artifacts like a bronze head of the emperor Hadrian.
The Korean audio tour voiced by NewJeans can be accessed through the museum’s guide app. “We’re proud and delighted to participate in introducing various relics that showcase Korea’s beauty and charm,” the group said in a statement. “We hope many people listen.”
The band’s recordings add an of-the-moment twist to the museum’s efforts to engage new audiences, aligning with a broader push by Korean cultural institutions to rebrand the country’s ancient heritage for modern sensibilities, particularly among younger demographics.
NewJeans is one of K-pop’s buzziest acts, known for its bright dance-pop sound and energy-charged performances.
The fivesome is releasing a new double single, “How Sweet,” on May 24 before making their official Japanese debut in June with the single “Supernatural” and a fan meeting at the Tokyo Dome.
Lina Jang (linajang@koreabizwire.com)
