



A teaser image of BTS' "MIC Drop (Steve Aoki Remix)" Courtesy of Big Hit Entertainment



By Kwak Yeon-soo



Alongside the rip-roaring success of K-pop, its music videos have seen some staying power in the age of YouTube. Now the platform's views and comments prove to be useful gauges for a music video's success.



The colorful, choreography-heavy visual for K-pop sensation BTS' "Idol" video set a new record this year as the most-viewed Korean music video within a 24-hour period on YouTube, garnering a staggering 45 million views.



To date, it holds second place among all genres following Ariana Grande's clip for "Thank U, Next." Another K-pop group, girl band BLACKPINK's "Ddu-du-Ddu-du" was ranked in fifth place, amassing 36.2 million views in one day. As the records suggest, a music video is more than a visual narrative to a song's lyrics. It conveys the message of the song, whether to deliver symbolism or an empowering message.





Music video director Kim Sung-wook Courtesy of Korea Creative Content Agency

Unlike well-received K-pop music videos, people that make the videos ― those who create the videos and come up with the ideas for the videos ― barely get noticed by the general public. Creative direction and skills aren't priorities for mainstream fans as they are more interested in the performers' looks and voices.



"We, music video directors, aren't recognized by the public much because we work behind the camera," music video director Kim Sung-wook told The Korea Times during an interview prior to delivering a speech at "Contents Insight" hosted by Korea Creative Content Agency (KOCCA) on Dec. 4. "I'm totally fine with that, but I just hope they take notice of talented directors who have great potential but less opportunities in this field."



Kim, an acclaimed director known for making music videos with a unique creativity and sensitivity, earned fame after working on BTS' music videos including "Dope," "Save Me," "Young Forever," "Not Today" and "MIC Drop." Other K-pop stars he has worked with include Red Velvet, Big Bang's Taeyang and SHINee's Taemin.



"It's interesting how K-pop fans react immediately to music videos ― from leaving comments and uploading reaction videos. They're so active nowadays," Kim said.

He also shared his experience working with several artists. "I've worked with BTS on several of their tracks. BTS' performance is very powerful and they don't need a lot of clutter around them."



He recalled that BTS' label wanted a specific concept highlighting the group's choreography and performance. "I've seen them rise to the top, but they've always been consistent in their manners ― kind, humble and grateful," he said.





A screen capture from Taeyang's "Darling" music video



Working with Taeyang was like a dream come true for him. "I've been a huge fan of his since Big Bang's debut. On set, he was a breeze to work with. Standing on a glacier in Alaska with him was an unforgettable experience," Kim recalled. When asked if trends affect making the videos, he answered, "Of course I need to be aware of big trends, but what's more important is to identify which of the trends fit with the artist's style."





A teaser image of Red Velvet's "Happiness" Courtesy of SM Entertainment

In 2014, his music videos began to garner more attention with Red Velvet's music video "Happiness." The huge response to his piece was an especially pleasant surprise. Since Red Velvet was a new artist back then, the record label had ideas on where they want to go with this particular video project to shape the group's direction. "If you are working with a starter, you have to be extra cautious because you have to consider what you can do to take them to a different level," Kim said.



Regarding Taemin's "Danger," Kim said he wanted to show "something new," as artists who have been on the music scene for a few years are constantly trying to reinvent themselves. "Performance and visuals matter, but I wanted to explore the themes of masculinity in Taemin's solo work, which would be a new side for his fans."



Kim was originally a professional snowboarder, and even competed on the national team. He dropped out of university while majoring in physical education and has not had any formal film or fine arts education.



He went from making dynamic snowboarding clips to directing K-pop music videos. In 2007, Kim founded GDW, a Seoul-based film, motion and 3D studio specializing in creating commercials, music videos and documentaries with a sheer interest in video production. "Before I earned recognition for making music videos, I had worked on numerous sports and fashion films, corporate PR videos and commercials," Kim said.





A teaser image of Taemin's "Danger" Courtesy of SM Entertainment