The quartet's Korean record label YG Entertainment shared additional information about the impending return. The company said, "BLACKPINK's upcoming new song is a very fierce track, even more so than 'DDU-DU DDU-DU,'" referencing the band's No. 55-peaking Hot 100 hit that also holds YouTube's record for most-viewed video from a K-pop group.
The company added, "BLACKPINK's choreography was composed by four world-famous choreographers, and is more dynamic than any of the choreography released by BLACKPINK. It will satisfy the anticipation and satisfactory level of global fans. BLACKPINK is currently shooting their new MV [music video] day and night for four days, working hard to finalize their preparation to make comeback."
Anticipation is high for Kill This Love as this is not only BLACKPINK's first release since their record-setting Square Up EP -- which set a new peak for female K-pop acts on both the Billboard 200 and Hot 100 charts -- but is also their first group release in tandem with Interscope Records and Universal Music Group since revealing their partnership in late 2018.