Blackpink returned with their third mini-album 'Deadline' on February 27, 2026, achieving 1.46 million first-day sales and setting a new Hanteo record for K-pop girl groups. The release features the title track 'GO,' which topped iTunes in 32 countries but sparked backlash over AI-generated visual effects and a collaboration credit involving producer Dr. Luke. Promotional events included a billboard screening in Seoul's Myeongdong and a listening session at the National Museum of Korea.
Blackpink's 'Deadline,' their first group release in over three years, dropped on February 27, 2026, at 2 p.m. KST, ending a hiatus since 'Born Pink' in 2022. The five-track EP includes 'GO,' an experimental blend of trap, EDM, and hip-hop primarily in English, with lyrics co-written by the members alongside Coldplay's Chris Martin. Production credits list Teddy and Cirkut. Other tracks are the pre-released 'Jump,' 'Me and My,' 'Champion,' and 'Fxxxboy.'
The album sold 1,461,785 copies on its first day according to Hanteo Chart, surpassing aespa's 1.37 million for 'My World' in 2023 and marking Blackpink's second million-plus debut day. 'GO' reached No. 1 on iTunes Top Albums in 32 countries and amassed 21 million YouTube views in 24 hours, while the group recently hit 100 million YouTube subscribers.
However, the comeback faced scrutiny. Fans noticed over 11 credits for 'AI VFX' and 'AI Production' in the 'GO' music video, leading to backlash for relying on artificial intelligence instead of the group's signature physical sets. According to Kbizoom, this shift from practical artistry disappointed long-time supporters concerned about ethical issues like labor displacement.
Additionally, 'Champion' credits composer EJAE, known for voicing Rumi in Netflix's 'KPop Demon Hunters' and producing Red Velvet's 'Psycho,' alongside Dr. Luke. Dr. Luke, a divisive figure due to Kesha's 2014 sexual assault allegations (settled in 2023, which he denied), prompted fan criticism. Tweets highlighted the issue: "EJAE... has written new music for Blackpink with well-known abuser Dr. Luke," from @burbankbleacher. Some defended EJAE, noting she avoids studio sessions to preserve her melodies and may not have collaborated directly, as per @aoaluvme.
Promotions amplified visibility. Shinsegae Department Store projected the 'GO' video on its Myeongdong billboard on February 27, drawing fans to the neon-lit district. A listening session runs at the National Museum of Korea from February 26 to March 8, the first K-pop collaboration there, with the museum illuminated in pink. Blackpink's return underscores their enduring commercial strength, though debates persist on production choices.