by The popularity of 4th generation K-pop girl groups is hot these days. Charming girl groups that captivate fans worldwide, such as Espa, Ive, and New Jeans, are emerging. I went to Japan last month and was surprised that my Japanese acquaintance knew Korean girl groups better than I did.
After returning home, with interest, I looked up music videos of popular girl groups such as Ive and New Jeans. Of course, the addictive and beautiful music is also great, but the part I particularly admired was the music video itself.
The K-Pop music video was a perfect work of art, with dynamic choreography, dazzling camerawork, colorful backgrounds, and excellent computer graphics. The music videos of foreign pop stars with a monotonous atmosphere are no longer a match. The K-pop music video was an ‘innovation’ itself.
The analysis of “K-pop is changing the music video industry” by American music video producer Josh Olufemi and actor Rondel Sheridan is attractive. They say, “K-pop music videos are more important than the music itself.” This is why overseas fans who can’t understand Korean lyrics are attracted to K-pop.
They explain the virtuous cycle structure of K-pop as follows. 1. High YouTube views. 2. Based on this, it generates a lot of advertising sales and receives expensive sponsorship. 3. You can increase your music video production budget. 4. Create a higher-quality music video. 5.
The image of a K-pop star is further strengthened. 6. The global fan base is growing. 7. This again leads to high YouTube views. It can be said that Blackpink has grown along this virtuous cycle.
So, what differentiates K-pop music videos from those in the West? According to their analysis:
- Use lighting, makeup, and video editing techniques to make the artist look the best.
- Set the concept of the music video, such as bright, cute, and funny, and decorate it consistently from start to finish.
- The design of the set that serves as the background is excellent. In particular, it displays beautiful colors and a unique artistic sense with various stages. In the West, music videos are usually filmed at 3 to 4 locations, while K-pop shoots at 5 to 10 places.
- The camera shots are creative. The camera moves dynamically from various angles and shoots to make the artist stand out.
- Excellent video editing skills. In particular, the technique of taking two shots with the same choreography and cross-editing is excellent.
- The choreography that goes well with the music is creative. Creating such a high-quality, engaging music video is receiving enthusiastic responses from all over the world. The reaction videos that K-pop YouTubers around the globe admire while watching the music video are pouring out, creating a word-of-mouth effect. A few days after the adorable music video was released, a choreography practice video was released. K-pop fans worldwide watch and practice this choreography video and then quickly release the cover dance video on YouTube. It is exciting and interesting to see young people of various races immersed in K-pop dance in Europe, Southeast Asia, and South America as background. In this way, K-pop is consumed as a play by young people around the world.
Korean movies and dramas are gaining immense popularity. However, the creativity and innovation of the Korean entertainment industry are condensed into a K-pop music video that is only three minutes long.
Olufemi said, “Now, I can’t afford K-pop music videos that cost several times more than Western music videos.” In the future, world-class pop stars may also request music videos and performances from Korea.
It has been ten years since the comical ‘Gangnam Style’ music video captured the world. Now, K-pop music videos are proving that the Korean video industry has the potential to surpass Hollywood.
