Hidden Meanings in NewJeans' ETA: The Story Behind The Viral Song

NewJeans' "ETA" captivated global audiences when it was released on July 21, 2023, as part of their EP "Get Up." This upbeat Baltimore club track quickly rose to prominence, peaking at number 2 on the South Korean Circle Chart and reaching number 12 on the Billboard Global 200. Despite its catchy melody, many fans wonder what deeper meanings lie beneath the surface of this platinum-certified hit.

The title "ETA," which stands for "estimated time of arrival," carries significant weight within the song's narrative about loyalty and betrayal. Additionally, the music video, shot entirely on an iPhone 14 Pro in Barcelona, tells a compelling story about a pool party and a cheating boyfriend—adding visual layers to the song's lyrical meaning. While the track earned four music show awards and critical acclaim from publications like Business Insider and Elle, the true impact of "ETA" lies in how it connects with listeners through its relatable themes and emotional storytelling.

The Origins of 'ETA': How the Song Came to Be

The journey of "ETA" began with a surprise for fans attending NewJeans' first-ever fan meeting.

Unveiling at Bunnies Camp fan meeting

"ETA" first captivated audiences on July 1, 2023, during NewJeans' Bunnies Camp fan meeting concert in Seoul. The group performed this unreleased track as a special treat during the encore segment, where they changed into Bunnies Camp athleisure merch before delivering this energetic performance. Even in its preview form, the song's addictive fast beats, unique lyrics, and dynamic choreography immediately signaled the potential birth of another hit. This early unveiling created significant buzz among fans, who had to wait until July 21 for the official release.

Collaboration between Beenzino, Gigi, Ylva Dimberg, and 250

Behind "ETA" stands a creative powerhouse of talented collaborators. The track was written by South Korean rapper Beenzino, alongside Gigi and Ylva Dimberg, with composition handled by 250 and Dimberg. As one of three lead singles from NewJeans' sophomore EP "Get Up," the song showcases 250's production expertise, which had previously helped shape the group's distinctive sound.

Musically, "ETA" represents an evolution of NewJeans' experimentation with various club music styles. The track incorporates mellow melodies with funky, choppy air horns and scurried drum breaks characteristic of Baltimore club music. Joshua Minsoo Kim of Pitchfork noted that "ETA" builds upon NewJeans' previous ventures into Jersey club in "Cookie" and Baltimore club in "Ditto".

What does NewJeans' ETA mean in context?

Beyond its literal definition as "estimated time of arrival," "ETA" carries deeper thematic significance within the song. Essentially, the track tells a story of friendship and betrayal, as NewJeans encourage their friend to break up with an unfaithful boyfriend. The lyrics feature melodic rap delivered in NewJeans' unique conversational style, making it feel like an intimate discussion between friends.

The all-English chorus — "We can go wherever you like / Baby, say the words and I'm down / All I need is you on my side / We can go whenever you like / Now, where are you? / What's your ETA? What's your ETA?" — establishes both urgency and emotional investment. In this context, "ETA" becomes more than a question about arrival time; rather, it represents an emotional timeline and the weight of waiting for someone who may not be worth the anticipation.

Breaking Down the Music Video: A Visual Story

Beyond its catchy melody, the music video for "ETA" offers a visual feast that enhances the song's narrative through innovative filmmaking techniques and symbolic storytelling.

Shot entirely on iPhone 14 Pro

The "ETA" music video stands as a groundbreaking collaboration between NewJeans and Apple, shot completely using an iPhone 14 Pro. This partnership, produced by TBWA/Media Arts Lab as part of Apple's "Shot on iPhone" campaign, effectively showcases the smartphone's impressive video capabilities. The video opens with a note that reads "Shot on iPhone 14 Pro," followed by a screen displaying an incoming FaceTime call.

Although the iPhone 14 Pro's camera can produce 4K ProRes video with stabilized Action Mode, additional equipment like lenses, gimbals, and waterproof cases were utilized to capture footage in challenging environments. Nevertheless, the final product demonstrates the phone's ability to record quality video at night, underwater, and even via drone.

Barcelona as the backdrop

The scenic city of Barcelona, Spain, provides the stunning backdrop for "ETA," just as it did for NewJeans' "Cool With You" music video. Specific filming locations included Parc de la Ciutadella for the car street scenes, while the pool party sequence took place outside Barcelona. Director Wooseok Shin, who previously directed NewJeans' "Ditto" music video, captured the city's vibrant atmosphere to complement the song's energetic rhythm.

The cheating boyfriend plot twist

At first glance, the narrative seems straightforward: NewJeans members call their friend Eva to inform her that her boyfriend is cheating. Throughout the video, they periodically update her while performing the song. However, director Shin Woo Seok revealed a deeper storyline about how rumors spread in modern society.

Symbolism in the trunk scene

The video's most discussed moment comes when Eva drives to a cliff's edge with a piece of her boyfriend's shirt visible hanging from her car trunk. Contrary to initial impressions, Shin explained that the timeline is intentionally mismatched – Eva had already murdered her boyfriend before receiving the calls. The hairband visible next to her phone serves as a crucial clue to this time discrepancy.

Furthermore, Shin clarified that the scenes showing the boyfriend kissing another girl are merely Eva's imagination after refusing to answer her phone. This symbolic representation underscores the video's central message about how unverified information can lead to devastating consequences.

NewJeans ETA Lyrics Meaning: A Closer Look

Beneath the catchy beats of NewJeans' viral hit "ETA" lies a rich tapestry of meaning woven through carefully crafted lyrics that tell a compelling story about friendship, betrayal, and self-worth.

Verse 1: Warning signs and loyalty

The opening verse immediately establishes a sense of urgency as NewJeans warns their friend about a problematic relationship. With lines like "Don't waste it, your time's a bank," they emphasize that time is as valuable as money and shouldn't be squandered on unworthy relationships. The group positions themselves as loyal friends with phrases such as "No, you better trust me," highlighting their genuine concern. Moreover, they reveal having witnessed the boyfriend's wandering eyes "sprinkling his gaze everywhere," establishing themselves as reliable observers of his unfaithful behavior.

Pre-Chorus: Timeline of betrayal

In the pre-chorus, NewJeans creates a chronological narrative of significant events where betrayal occurred. They reference specific occasions like "The day you couldn't come to my birthday party" and "The day Hyejin got in so much trouble," creating a pattern of suspicious absences. Notably, each instance coincides with the boyfriend being conspicuously dressed up when the girlfriend wasn't present, suggesting a calculated pattern of deception.

Chorus: The emotional weight of 'What's your ETA?'

The chorus shifts dramatically to what appears to be the boyfriend's sweet talk: "We can go wherever you like / Baby, say the words and I'm down." Yet, the repeated question "What's your ETA?" carries significant emotional weight beyond its literal meaning. Indeed, it represents the anxious waiting and uncertainty in a relationship built on false promises. The chorus effectively balances the urgency of arrival with the underlying question of loyalty.

Verse 2: Empowerment and moving on

The second verse transitions to empowerment with supportive phrases like "Trust me, you deserve better than that" and "I'll give you a hand." Specifically, the declaration that "Boys be always lyin', yeah" generalizes the experience, suggesting this isn't an isolated incident but a pattern worth breaking free from.

Outro: Reclaiming self-worth

The outro's repetition of "Need a boy on my arm" marks a powerful transition from victimhood to agency. This deliberate repetition symbolizes the reclamation of desires and standards in relationships. Consequently, it transforms from a song about betrayal into an anthem of self-worth and moving forward with better expectations.

Cultural Impact and Critical Reception

Since its release in July 2023, NewJeans' "ETA" has garnered significant recognition across multiple platforms, establishing the group's presence in both music and advertising worlds.

Awards and accolades from Apple campaign

The innovative approach of filming "ETA" entirely on an iPhone 14 Pro earned NewJeans extraordinary recognition in advertising circles. Most notably, the music video received the Bronze Pencil in the Branded Entertainment - Music Videos category at The One Show 2024, one of the world's most prestigious advertising festivals. The video's creativity was further acknowledged with Merit awards in three additional categories: Branded Entertainment - Long Form Video/Series/Episodic, Music & Sound Craft - Artist/Brand Collaboration, and Film & Video - Innovation/Use of Media in Film.

This achievement is particularly impressive considering approximately 20,000 works from 69 countries competed for recognition at this esteemed event. Even before this global acclaim, the "ETA" music video had already received a Bronze Award at Spikes Asia in March 2024, a leading advertising festival in the Asia-Pacific region.

Music show wins and chart performance

Within the music industry, "ETA" quickly established itself as a chart powerhouse. The song secured three music show trophies, including a victory on Inkigayo with an impressive 6,572 points. On Korean music platforms, the track topped charts on Genie and Bugs for five consecutive weeks.

Internationally, "ETA" demonstrated remarkable versatility, reaching No. 2 on Apple Music's U.S. K-pop chart. On Spotify, the song climbed to No. 38 on the U.S. 'Daily Viral Songs' chart after a sharp rise from No. 79 just days earlier. In the UK, "ETA" peaked at position #98 on the Official Singles Chart and #79 on the Official Video Streaming Chart.

Why 'ETA' resonated globally

The true testament to "ETA's" cultural impact lies in its organic viral spread primarily through social media. Unlike many promotional pushes, the song experienced a natural resurgence months after its release, sparking renewed interest in NewJeans' entire discography.

This phenomenon created an unprecedented situation where all 14 songs from their catalog simultaneously re-entered Apple Music's U.S. chart. "ETA" appeared on Spotify's 'Daily Viral Songs' charts in twelve countries, including Canada (#32), New Zealand (#33), Denmark (#40), and Australia (#45).

What makes this global reception especially remarkable is how it occurred during a non-promotional period, confirming the song's authentic connection with listeners worldwide. The consistent climb in rankings across platforms indicates not just a fleeting viral moment but sustained interest in both "ETA" and NewJeans as artists.