Client: Dazed Digital (2018)
In the obsessive world of idol groups and fandoms, visuals are everything – here, three experts discuss what makes their videos pop.
Despite K-pop’s year-on-year growth, the number of video directors – particularly those taking on high profile commissions – remains small. But while teams like Lumpens (who work closely with BTS) or Zanybros (who have made videos for (G)I-DLE, Wanna One, and B.A.P) have become known for their close work with selected artists, there are directors who create unmistakeable visual canons that span multiple groups. Between them, they’ve helmed some of the best and biggest MVs of recent years. Here, they discuss what goes into making a killer K-pop music video.