260421 Beats and Jennie Are Back Together With an Unreleased Song and New Headphones | ADWEEK

> The K-pop superstar’s latest Beats collab features an exclusive track and a pop-up for fans

> Nobody does a drop like K-Pop. It took less than 24 hours for Beats‘ special-edition Ruby-themed headphones to sell out across Apple’s online stores last year. The collab was with global superstar Jennie: BLACKPINK member, solo artist, and one of Time’s 100 Most Influential People of 2026.

> The Apple-owned audio brand and Jennie are back with a special-edition onyx-black pair of headphones, promoting the drop with an ad that includes a special treat for fans: an exclusive, unreleased track. With over a year having passed since the pop star released her debut studio album, Ruby, this will be music to fans’ ears.

> Designed to match Jennie’s unique aesthetic, the headphones feature two attachable black bows, ear pads decorated with symbols inspired by her music, and a color-matched carrying case. They go on sale April 24.

> The accompanying film incorporates a signature ribbon design that mesmerizes as it weaves around the headphones. True to K-pop’s reputation for high-quality music production, the backing track is exquisitely produced, with crisp beats and a punchy bassline.

> The campaign also includes a customized Apple Music playlist curated by Jennie.

> For fans based in South Korea, Beats is hosting a pop-up experience in Seongsu where attendees can immerse themselves in the collaboration, demo the special-edition headphones, and leave with a custom bag charm as a memento of the drop.

> Jennie’s partnership with Beats began in 2024, when she fronted the launch of the Beats Solo Buds, which subsequently exploded online. The sleek film, which shows Jennie showcasing the headphones against a minimal background, has nearly two million views and counting.

> That campaign was followed in 2025 by the debut drop: a special-edition headphone in her signature red, a nod to her Ruby album, which also featured attachable bows. The spot similarly incorporated key visuals from the collab, playing around with Jennie’s aesthetic alongside vivid, poppy imagery.

> **“We always knew my first drop with Beats was just the beginning of the story,” Jennie said in a statement. “This second chapter truly represents my personal evolution and self-discovery. I wanted to create something that felt both powerful and personal, and I’m so excited for everyone to experience this new chapter with me through these sleek headphones.”**

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Teasing her new era it seems… Although this song might stay unreleased lol