New releases from Lisa, Jimin, Chuu, Red Velvet and Lee Young Ji showcase the creativity of South Korean pop music videos
The top five K-Pop releases of the week feature clips with stunning visuals and plenty of drama, illustrating why the genre has the best music videos today. Interestingly, while the genre is best known for its vocal groups, there is only one girl group on the list. The rest are solo recordings from Lisa (BLACKPINK), JIMIN (BTS), CHUU (ex-LOOΠΔ), and a Lee Young Ji feat with DO (EXO).
New songs from aespa, NewJeans, SEVENTEEN duo Jeonghan and Wonwoo and newcomer RIIZE explore different aspects of South Korean pop, from emotional ballads to danceable beats. All songs are accompanied by sophisticated visual clips, revealing another side of K-pop’s success around the world.
LISA “SUPERSTAR”
The new solo hit by the Thai rapper from BLACKPINK, the most famous K-Pop girl group, stands out for the artist’s incisive vocal style, which has already earned her a victory at the MTV Video Music Awards (with the hit “Lalisa” in 2022). The video was shot in various locations in Thailand, including Yaowarat Road in Bangkok’s Chinatown and the Bang Lamphu department store, using a team of Thai dancers and actors. Lisa allegedly paid all the shopkeepers on Yaowarat Road to close early to create a deserted neon night atmosphere. But director Henry Schofield (from the classic “New Rules”, by Dua Lipa) also used many studio shots and did not spare visual effects during the editing of the clip, which features several dancers, extras and choreography.
“Superstar” is Lisa’s first release on Lloud, her record label, and within 24 hours its video had been viewed by more than 30 million people. Subsequently, she made her acting debut, taking part in the third season of the acclaimed HBO series “The White Lotus”, set in Thailand.
JIMIN “EMERALD GARDEN BANDARD”
The BTS member took inspiration from The Beatles’ album “Sgt. Pepper’s Lonely Hearts Club Band” to include the sounds of a marching band in his new release, which features hip-hop beats. For the recording, Jimin once again worked with renowned producers Pdogg, GHSTLOOP, and EVAN, with whom he collaborated on his debut solo album, “FACE,” as well as Tommy Brown, known for his work with North American artists such as Ariana Grande, Justin Bieber, and The Weekend.
The song references the fictional flower “Emerald”, which symbolizes “the unspeakable truth”, and links to BTS’ hit “The Truth Untold”, about the romantic legend of the flower. The video shows Jimin singing and dancing in a fairytale garden, accompanied by producers and fellow rapper Loco, as he connects couples. The release anticipates the tone of the singer’s next solo album, “Muse”, out July 19, which will contain several interconnected songs, all centered on the theme of love.
HI “STRAWBERRY THEFT”
The former member of girl group LOOΠΔ (Loona) has revealed the colorful video for the title track of her second mini-album. After her solo debut with “Chocolate”, she arrives with a bang. The cheerful synthesized music, which could become an anime theme – or rather, “aeni” – explodes on the screen with a profusion of visual effects, combining video game aesthetics with traditional cartoons and CGI. All because Chuu tasted a delicious strawberry cake and flew to face the world. It’s really an anime/aeni story, totally kawaii/gwiyeoun. Responsible for directing, Sky has gained prominence for his ability to create impactful visual narratives in K-pop.
RED VELVET “COSMIC”
The title track of the girl group’s new mini-album stands out with its bass groove, dance-pop beat and striking vocal harmonies. The upbeat lyrics tell the story of an encounter with a mysterious stranger who dispels loneliness and presents a bright future. But to accompany the singing, the clip focuses on a country and floral aesthetic that harks back to the horror film “Midsommar,” including the capture of a runaway stranger who is “honored” in the midst of rituals. The song and its 10 million-view video have already become favorites among K-pop fans, who have flocked to social media to share glowing praise.
LEE YOUNG JI “SMALL GIRL” feat. DO
Melodic rap deals with the internal conflict of wanting to fit into a narrow definition of beauty in search of acceptance. Inspiration is a real problem for the winner of the reality shows “High School Rapper 3” and “Show Me the Money 11,” who always sees herself as taller than Korean men. To give imagery to the song, Lee Young Li experiences a real K-Drama as a convenience store clerk, working with Doh Kyung Soo, the DO of boy group EXO, her recording partner. He suffers from having a crush on his colleague, seeing him approach beautiful and shorter clients. In his restlessness the delirium begins, which becomes increasingly stronger, in scenes of gigantism that become animation. The ending is based on a romantic teen series on Netflix, complete with a kiss on the cheek, followed by an explosion of joy by the sea.
Source: Terra
Earl Johnson is a music writer at Gossipify, known for his in-depth analysis and unique perspective on the industry. A graduate of USC with a degree in Music, he brings years of experience and passion to his writing. He covers the latest releases and trends, always on the lookout for the next big thing in music.
