Rose and Bruno Mars released a collaboration song "APT." on Oct. 18. Courtesy of The Black Label

In today's hyper-commercialized music industry, finding a song that feels both innovative and nostalgic is rare. Yet, that's precisely what Rosé of BLACKPINK and Bruno Mars have achieved with their collaboration, "APT." This single has captivated audiences worldwide, not just for its catchy melody but for its deeper connection to a cultural trend that resonates across generations — a collective yearning for playful nostalgia and genuine authenticity. In a world filled with digital noise and rapid change, listeners are seeking comfort and familiarity, and "APT." delivers just that, blending retro sounds with a fresh, modern twist.

Nostalgic pull of familiar sounds

The allure of "APT" lies in its ability to evoke a sense of nostalgia without feeling dated. The song's production, shaped by Bruno Mars's signature touch, features elements reminiscent of 1970s and 1980s funk and soul. The smooth bassline, rhythmic guitar riffs and playful harmonies create a soundscape that feels like a warm throwback to an earlier era of pop music. For many listeners, these retro elements trigger fond memories, even if they didn't directly experience the original sounds of those decades.

Mars has long been a master of this technique, as seen in hits like "Uptown Funk" and his work with Silk Sonic. His ability to blend vintage musical motifs with contemporary production techniques creates a bridge between past and present, allowing listeners to indulge in nostalgia while enjoying something new. In "APT," this blend is enhanced by Rosé's emotive vocals, which bring a fresh, dynamic quality to the retro-inspired sound. Her voice captures the playful yet soulful essence of the song, making it feel both timeless and current.

Power of playful authenticity

While the nostalgic sound is a key element, what truly sets "APT" apart is its authenticity. The concept of the song, inspired by a traditional Korean drinking game, adds a layer of cultural specificity that feels unique and genuine. By incorporating this playful reference, Rosé and Mars invite listeners into a shared cultural experience, making the track feel like an inside joke that fans are in on. This sense of inclusion is powerful, especially in an age where audiences crave deeper, more personal connections with the artists they admire.

Rosé's decision to highlight a uniquely Korean element, embraced wholeheartedly by Bruno Mars, marks a shift in the pop music landscape — a move toward celebrating cultural authenticity rather than diluting it for mass appeal. Instead of conforming to the typical mold of a global pop hit, "APT." leans into its quirky, playful nature. This approach resonates with fans who are tired of overly polished, manufactured music and are seeking songs that feel more personal and relatable.

Nostalgia in the age of digital overload

The timing of "APT" is significant, as it arrives in a cultural moment where nostalgia serves as a form of escape from digital overload. The pandemic years, marked by isolation and uncertainty, have left many people yearning for a sense of stability and comfort. Nostalgic music offers a psychological balm, providing listeners with a connection to simpler, more carefree times. Research suggests that nostalgia can enhance mood and reduce stress, acting as a coping mechanism during periods of upheaval.

"APT" taps into this desire for comfort by blending familiar retro sounds with the polished production quality of modern pop music. The song's lush harmonies and rhythmic grooves feel like a nod to the vinyl records and cassette tapes of past decades, yet the high-definition clarity of its production caters to contemporary tastes. This fusion creates a sound that is both soothing and stimulating, appealing to listeners who crave the authenticity of the past but also demand the innovation of the present.

New blueprint for pop hits

This trend isn't limited to "APT." — it mirrors a broader industry shift toward reviving retro sounds. Dua Lipa's "Future Nostalgia" (2020) was a game-changer, bringing back the disco and synth-pop vibes of the 1980s while pairing them with sleek, contemporary production. Her hit single "Don't Start Now" became an anthem for a generation craving the infectious grooves of a bygone era, making nostalgia feel fresh and relevant.

Similarly, The Weeknd's "Blinding Lights" (2019) taps into the 1980s synth-pop aesthetic, with its pulsating beats and nostalgic melodies evoking the energy of iconic tracks from that decade. The song's success lies in its ability to transport listeners back in time while maintaining a polished, modern edge, showcasing the enduring appeal of well-executed nostalgia.

Harry Styles has also leaned into vintage sounds with tracks like "Adore You" and "Watermelon Sugar." These songs blend 1970s soft rock elements with contemporary pop, appealing to both older fans who remember the original style and younger listeners discovering it anew. By merging classic influences with fresh narratives, these artists, alongside Rosé and Bruno Mars, are setting a new standard for pop music that transcends generational divides.

"APT" is more than just a pop collaboration; it's a reflection of a broader cultural moment where nostalgia serves as both an artistic inspiration and a psychological balm. By merging retro elements with a playful, authentic twist, Rosé and Bruno Mars have created a song that resonates on multiple levels, providing joy and connection in a world that often feels fragmented.

As we look to the future of pop music, the success of "APT." may signal a shift toward a new kind of authenticity — one that embraces the past while boldly stepping into the future. In a music industry obsessed with the next big trend, "APT." stands as a reminder of why we love music: for its ability to connect us, evoke powerful emotions and offer a sense of shared experience across generations.

Kevin Kim (kevin.kim@routenote.com) is the head of Asia for RouteNote, a global music business company. He worked for YG PLUS and CJ E&M Mnet before joining RouteNote.