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Music Videos Attract Fans but Need Diversity

By Han Sang-hee
Staff Reporter

They may only be four to five minutes long, but music videos are one of the easiest ways for singers to make a statement and express their individuality.

These videos are back in high demand, fueled by the popularity of the Korean Wave, or "hallyu", idol groups and YouTube. However, without a measure of experimentation, these videos will only remain as short commercials, rather than pieces of visual art.

"It's great that more people are realizing that music videos can bring out the color of the singers and their songs, but it's also worrisome that there is only one genre these days: idol pop", said Jang Jae-hyuk, the director who created the videos for the Wonder Girls' "Nobody", 2PM's "Again and Again" and J.Y. Park's new track, "No Love No More".

"It was during the late 1990s when the music video boom really hit the music industry. It's safe to say that Jo Sung-mo's video, in which top stars such as Lee Byung-hun appeared, initiated the buzz and from there, music video productions skyrocketed, both in demand and cost", Jang explained.

But after the turn of the new millennium, the video business plummeted along with the music album business. MP3s and the Internet made it easier for fans to get a hold of their favorite singers and songs, and directors and agencies didn't see the need to make expensive music videos any more.

"It was only two to three years ago that music videos started to become popular again. The main reason was hallyu. Singers started to branch out of Korea, and they needed the whole package to attract foreign fans", Jang explained.

However, the Korean Wave also divided the market. Larger agencies were able to produce videos, while the smaller ones failed to make ends meet.

For the big agencies ― including YG Entertainment, SM Entertainment and JYP Entertainment ― the four-minute clips became a crucial part in promoting singers.

When a singer released a new album, the agency promptly alerted fans as to when and where the new music video would be posted.

"As soon as we decide on the concept of the album and the main track, we start discussing about the music video. It is one of the most effective and fastest ways to promote our singers and inform their fans", Mei Han, a JYP spokeswoman, said.

"Internet users who came across music videos began showing interest. 2PM hit number one on an MTV music chart in Southeast Asia even before they performed there".

But the dominance of idol groups over the past couple years has resulted in an unbalanced diet, making it hard to come up with creative products.

"In the past, there were so many different genres that directors got to experiment and try out different things. But now, many singers and groups come out as a well-trained package, fully charged with the concept they are aiming for. It's hard for us because instead of being creative, we have to remind ourselves that the members have to look good, show off their dance moves and follow a certain concept", Jang explained, adding that although Japanese music videos aren't high budget projects, they are famous for their originality and uniqueness.

Jang recently worked on singer Park Hyo-shin's music video, which was 13 minutes long with a storyline of its own. The video will enter the Short Shorts Film Festival in Japan next year, a common path for music video makers abroad.

"I have already worked in the short film business and also commercials, and so I wanted to try something different. In other countries, a lot of directors enter short film festivals with music videos. The visual art genre is not divided into commercials, music videos and films as it is in Korea", he said.

"Music videos have a certain charm. There is no script, but there is music. They are longer than commercials, but shorter than films. You have to unravel everything visually, and I think that's what is special about them", he added.

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