The day the iPhone 18 Pro was unveiled, a photo of ROSÉ holding the new iPhone showed up. When I saw the same photo on Apple’s official account, the first thing that came to mind was pretty simple.
“Is ROSÉ the new iPhone model?”
I probably wondered about it because I still remember BLACKPINK’s old Galaxy campaign. At Samsung’s A Galaxy Event in 2019, all four BLACKPINK members were introduced as new ambassadors for the Galaxy A series, and they also promoted the Galaxy A80.
Seeing ROSÉ with the latest iPhone felt a little funny because of that. The person who once held a Galaxy A80 was now holding an iPhone 18 Pro.
And the name that came with that photo was “new trick.”
This Time, the iPhone Was the MV Camera
“new trick” is ROSÉ’s new single released alongside Apple’s Shot on iPhone campaign.
The entire music video, directed by Dave Meyers, was filmed on an iPhone 18 Pro. Meyers also directed BLACKPINK’s “JUMP” MV.
The iPhone 18 Pro was actually used to shoot the music video, not just appear in the campaign photos.
Of course, the finished MV is far from something that was casually filmed on a phone. There are sets, lighting, a director, and a full production crew behind it.
My Ears Went Straight to a 2000s Teen Movie
When I listened to “new trick,” the first thing it reminded me of was a late-’90s to early-2000s teen movie.
And Avril Lavigne came to mind too.
The official description calls the song energetic garage-punk, but the genre label wasn’t really what I thought about while listening. My mind went to the pop-rock from that era instead. It has this playful, bright energy to it.
ROSÉ said in her Vogue interview that the song made her think of the pop-rock music used in Apple ads in the 2000s.
I was thinking teen movies and Avril Lavigne. ROSÉ was talking about old Apple ad music.
They’re not exactly the same thing, but I liked that they somehow pointed toward a similar time.
A Song by ROSÉ and Amy Allen
“new trick” was written and composed by ROSÉ and Amy Allen, with Andrew Wells involved in the production.
Allen also worked with ROSÉ on “APT.”
ROSÉ told Vogue that she and Allen wrote the song only a few days after the Met Gala.
Around that time, she said it was strangely difficult for her to relate to sad songs or write them. That feels pretty different from the period when she was making rosie, which she described as a time when she was really into writing sad songs.
This time, she said “new trick” might be one of the cutest songs she and Allen have made together. She even added that people could decide whether it was cuter than “APT.”
The hurt hasn’t disappeared from the lyrics, though.
There’s still the feeling of believing in love, losing it, and having your heart fall apart.
The song just doesn’t stay in that place for very long.
So What Is the “new trick”?
In the lyrics, there’s this sense of picking yourself back up after getting hurt and finding another way forward when something blocks you.
THE BLACK LABEL also described the song as being about getting through life’s wounds and difficulties in love with your own “new trick” and moving forward again.
What I liked about the title is that the “trick” doesn’t sound like some huge answer to everything.
You got knocked down once, but that doesn’t mean you have to fall apart the exact same way next time. Maybe now you just know one more way to get yourself back up.
🎧 Today’s K-pop Recommendation
ROSÉ — “new trick”
Do you have something that feels like your own “new trick” after getting through a hard time?