BLACKPINK star Rosé is bringing a new sound and a candy-centered visual to her latest solo single

The global music landscape is bracing for a fresh stylistic evolution from Rosé, one of the four iconic members of the South Korean girl group BLACKPINK. On Wednesday, September 9, it was officially confirmed that the singer is set to release her latest solo track, titled “new trick,” on September 17 at 7 p.m. ET. The announcement, shared simultaneously across the artist’s official social media channels and Apple’s corporate platforms, marks a significant convergence between high-end commercial cinematography and contemporary pop music. The project serves as the latest installment of Apple’s long-running “Shot on iPhone” campaign, with the music video for the track directed by acclaimed visual artist Dave Meyers and filmed entirely on the newly released iPhone 18 Pro.

A New Aesthetic and Technical Milestone

The promotional rollout for “new trick” has already begun to generate considerable buzz due to its distinctive visual direction. In a brief teaser released to the public, Rosé is seen interacting with a purple-burgundy lollipop, a prop that serves as a central motif for the song’s aesthetic. The wrapper of the candy features the text “new trick,” hinting at a thematic focus on transformation or subversion.

Beyond the artistic presentation, the technical production of the music video represents a landmark for the “Shot on iPhone” series. According to official disclosures, the project utilizes the specific capabilities of the iPhone 18 Pro, which introduces variable aperture control to Apple’s smartphone lineup for the first time. This feature allows for greater control over depth of field, a critical element in cinematic photography that has historically been the domain of professional-grade cinema cameras. By deploying this technology in a music video, Apple and Rosé are highlighting the democratization of high-fidelity visual production, positioning the artist as a bridge between professional studio standards and mobile-first content creation.

The Evolution of the Shot on iPhone Campaign

The “Shot on iPhone” initiative has become a prestigious platform for international music stars, often serving as a secondary visual medium for major single releases. By aligning with top-tier talent, Apple maintains its position at the intersection of consumer technology and pop culture. Previous iterations of the campaign have featured high-profile artists who have utilized the brand’s hardware to deliver unique visual experiences:

• The Weeknd: The “Dancing in the Flames” collaboration emphasized the stark, atmospheric capabilities of the iPhone’s low-light sensors.
• Olivia Rodrigo: The “Get Him Back!” project utilized the device to capture a raw, energetic aesthetic that resonated with her younger demographic.
• Lady Gaga: Her work on “Stupid Love” set an early precedent for using smartphone technology to produce polished, vibrant, and broadcast-ready music videos.

Dave Meyers, the director tasked with helming the “new trick” visual, brings a wealth of experience to the project. Known for his work with industry titans such as Taylor Swift, Harry Styles, and Kendrick Lamar, Meyers is recognized for his ability to translate high-concept artistic visions into cohesive, fast-paced narratives. His involvement in this project suggests that “new trick” will likely feature a sophisticated visual language, further distancing mobile-shot content from the "amateur" stigma it carried in previous decades.

Musical Trajectory and Solo Success

The release of “new trick” follows an intensive period of professional growth for Rosé. Following her debut studio album, rosie, which was released in December 2024, the singer has successfully transitioned from her foundational role in BLACKPINK to a formidable solo force. Her collaborative effort with Bruno Mars, “APT.,” served as a pivotal moment in her career, proving her ability to achieve sustained commercial success outside of the group dynamic.

“APT.” reached a peak of No. 3 on the Billboard Hot 100, a milestone that cemented her status as a global pop star in her own right. The success of that track was attributed to its infectious, retro-pop energy and the clear, undeniable chemistry between the two vocalists. However, the brief audio snippet of “new trick” suggests that Rosé is pivoting toward a different sound. The audio features lyrics such as, “Lovesick, I’ll pick my heart off the floor / New trick, watch this, watch this, ow!” coupled with a distorted electric guitar and heavily layered vocal tracks. This indicates a shift toward a more aggressive, gritty, and punchy pop-rock aesthetic, potentially signaling a move away from the polished production of her debut album toward something more raw and experimental.

Industry Implications and Market Strategy

The strategy behind “new trick” represents a masterclass in modern music marketing. By integrating the song launch into a major hardware brand’s marketing campaign, Rosé ensures a level of global visibility that is increasingly difficult to attain through traditional music video releases alone.

From an industry perspective, the move is highly calculated. The integration of high-fidelity mobile technology into the creative process creates a "value-add" for the consumer—the song becomes not just an auditory product, but a demonstration of lifestyle and innovation. For Apple, the partnership provides a tangible, high-engagement proof point for their latest hardware. For Rosé, the collaboration grants her access to Apple’s massive distribution and promotional infrastructure, ensuring that the song reaches audiences far beyond her existing fanbase.

Furthermore, the release timing—set for September 17 at 7 p.m. ET, which corresponds to September 18 at 8 a.m. KST—is designed to capture the maximum global audience, accounting for the prime listening hours in both Western markets and the critical East Asian music markets.

Fact-Based Analysis of the Anticipated Sound

While it is too early to determine the full scope of the single, the available data points to a departure from the "bubblegum" or "electronic dance" motifs often associated with K-pop. The inclusion of “distorted electric guitars” is a notable stylistic choice. In recent years, there has been a resurgence of pop-punk and grunge-inspired elements in mainstream pop music, largely driven by artists seeking to add a layer of authenticity or "edge" to their sound.

The layering of vocals, as noted in the initial production breakdown, also suggests a highly produced, dense soundscape that mirrors the complex vocal arrangements often found in contemporary alternative rock. The candy-centric imagery, while playful, may serve as a visual contrast to the potentially angst-filled lyrical content, creating a sense of irony that is frequently used in modern music videos to keep viewers engaged.

Chronology of the Announcement

• September 9: Apple and Rosé officially announce the release date for “new trick” via social media, confirming it as part of the “Shot on iPhone” campaign.
• September 9: Teaser footage is released, revealing the track’s sound profile and the visual motif of the lollipop.
• September 17, 7 p.m. ET: Official worldwide release of the song and music video.
• September 18, 8 a.m. KST: The release aligns with the morning cycle in South Korea, maximizing local impact.

Looking Ahead

As the music industry continues to adapt to the digital-first era, the collaboration between Rosé and Apple stands as a blueprint for the future of pop music promotion. By leveraging the technical capabilities of the iPhone 18 Pro, Rosé is not only introducing a new musical era but is also participating in the broader conversation regarding the accessibility of professional-grade creativity.

Whether “new trick” will replicate the chart-topping success of “APT.” remains to be seen. However, given the artist’s current momentum and the significant promotional weight behind this release, the track is well-positioned to be one of the most discussed releases of the third quarter. Fans and industry analysts alike are waiting to see if the "new trick" refers to a shift in sound, a shift in artistic medium, or a combination of both as the singer continues to define her individual identity in the global music scene.