Upon discussing MTV music video aesthetics and music video as a form of post cinema, a topic that is worthwhile to consider is the recent surge in popularity of Korean media – encompassing Korean cinema, Korean music, and Korean television. K-Music videos could perhaps be considered the intersection between all of these elements, combining both Korean music with visual components that often differ from those in Western music videos.

K-Music videos typically focus largely on visual complexity and performance, creating more visual interest in order to keep audiences engaged. Many K-Music videos also draw influence from Western cinema, a perfect example of this being the music video for Twice’s “What is Love”. As well as implementing traditional K-Music video elements (such as the heavy emphasis on performance, as well as colorful visual elements to keep audiences engaged), the music video makes several references to iconic scenes in cinema by recreating them with the members, whilst maintaining K-Music video aesthetics with the styling of members and the girly, lovesick energy being maintained. 

Some scenes that are recreated include the dress up scene from Leon: The Professional, the dance off from Pulp Fiction, the pottery scene from Ghost, and the makeover from Princess Diaries. As well as taking influence from cinema, there are also references to television and broadcast culture by including an advertisement as part of the music video, and also incorporating elements of retro television in some scenes. 

Overall, Twice’s “What is Love” music video illustrates the visual difference between K-Music videos and Western style music videos, whilst simultaneously taking direct influence from Western cinema hits all while incorporating it in a way that still keeps a K-Music video sensibility. The complexity of K-Music videos often override Western music videos, but still takes large influence from Western sources nonetheless.

Younghyun Kim

Citations:

TWICE “What is Love?” M/V (2018) Youtube. JYP Entertainment. Available at: https://www.youtube.com/watch?v=i0p1bmr0EmE.