Best Marketed Albums in 2025 So Far: The ‘Ruby’ Rollout
She teased the album without officially announcing it at major industry events like the 2024 MET Gala. A few months later, she collaborated with Beats to unveil their Solo Buds, releasing a solo track where she raps over a trap beat about reclaiming her narrative. This pivotal moment built momentum, signaling to fans that something big was coming. She dropped her lead single, Mantra, early on, leading to multiple appearances on music shows and Jimmy Kimmel Live. Three months later, she released Love Hangover featuring Dominic Fike and ExtraL featuring Doechii, showcasing the album’s diverse sound. After months of teasing, she officially announced her debut studio album, Ruby. One of the most unique promotional strategies she used was The Ruby Experience—a four-city, five-show run between March 6th to the 21st. The catch? Tickets went on sale before the album's release, meaning fans were committing without knowing what to expect. Despite her success, she opted for intimate venues, staying true to her vision and creating a special experience for her most dedicated fans.
Reclaiming her Narrative
It’s common for major music and audio brands like Beats to collaborate with prominent figures in the industry. So, in hindsight, Jennie’s participation in their project wasn’t much of a surprise—perhaps the real surprise was how she chose to be part of it. For hardcore Jennie fans, this wasn’t just another brand partnership; it was a statement—one that signaled her return, stronger than ever. While her role in BLACKPINK has been diverse, she’s long been recognized for her sharp rapping skills. She doesn’t just deliver lyrics; she speaks with intention, making sure her message is heard.
Following backlash from the group’s last world tour, some questioned her artistry. And after establishing her own label, many wondered: Would she return to the iconic Jennie fans first fell in love with? She didn’t just answer that question—she proved it. Without releasing any actual album content, she gave just a glimpse into the fierce mindset behind her creative process.
The result? She turned heads and reignited excitement for what was to come. But one thing was clear: Jennie never left.
Taken for granted
Taken for hostage
Carried the baggage
Carried the past us
As luck would have it
Future was written
They didn't plan for
Women to woman up
Lead Singles
Mantra was released in October 2024, five months before the album’s official release, serving as a key part of Jennie’s comeback announcement. As the first glimpse into her new era, the single was an instant hit, and its promotion became a project of its own. From electrifying performances on South Korean music shows M Countdown and Show! Music Core to the 2024 Superpop Japan Music Festival and an appearance on Jimmy Kimmel Live, Jennie made headlines. She then let the excitement simmer, allowing Mantra to fully sink in with fans.
In January 2025, she dropped her second single, Love Hangover, featuring Dominic Fike—a collaboration that no one saw coming. The unexpected pairing sparked major buzz, keeping anticipation high. Then, just weeks after Doechii’s Grammy win, Jennie released her third single, ExtraL, featuring the rising star in February. Their collaboration quickly became a cultural moment, celebrated for its message of women’s empowerment. Two powerhouse female artists from different backgrounds coming together to create an iconic track? The internet couldn’t get enough.
This was the Jennie fans had been waiting for—bold, confident, and a true trendsetter, once again proving why she’s a force to be reckoned with.
The Ruby Experience
Critics have described it as a cinematic production, driven by her passionate dance crew, electrifying live band, and heartfelt music. This was no ordinary concert—it defied the norm. Instead of relying on elaborate stage designs, the performance leaned on striking lighting and explosive pyrotechnic displays to create an immersive experience.
What made it truly unique was its exclusivity—a limited-capacity event with one-night-only performances in five different cities. This approach ensured that only the most devoted fans had the chance to witness Jennie’s vision come to life, making each show an intimate yet powerful celebration of her artistry.
Timing
The timing couldn’t have been better. It had been a year since BLACKPINK wrapped up their world tour, and in that time, the other members had released solo albums and ventured into acting. But Jennie remained quiet—until now.
With her fellow members achieving massive success, fans eagerly speculated about her next move. Without YG Entertainment’s management, would she finally embrace her own sound? I think we have our answer. Her album has debuted at No. 2 on the Billboard 200, cementing her status as one of the highest-charting solo K-pop artists to date. And she’s not done yet, preparations are already underway for her upcoming Coachella performance. Just an icon doing iconic things.
