NCT Mark is gaining attention as he unfolds an organic narrative and creative planning through the promotion of his first solo album.
# A unique promotion that started at the airport and led to the city: the narrative of 'The Firstfruit'
Mark's 'The Firstfruit' album promotion was special from the start. On March 14th (Korea time), Mark made a surprise appearance at Los Angeles airport while on tour, wearing a T-shirt featuring the album name and release date, along with a caricature of fruit resembling himself. This fresh method of delivering the first news about the album, in a space that matches the album's city theme, rather than typical teasing, quickly drew attention and heightened expectations for his solo debut.
Mark showcased the city theme not only through music but also with various colorful online and offline content. First, starting with the trailer unveiling '1999, Toronto,' which marks the beginning of Mark's journey, he vividly captured the complex emotions felt in the first settlement with concept images of '2006, New York.' He shared memories from Vancouver with a comfortable vocal in the live clip '2011, Vancouver' and presented outdoor advertisements for '2013, Seoul,' showcasing his current status after a long journey. The core messages and emotions of the four cities, arranged like bookmarks of the album, were organically woven into the content, maximizing the immersion of 'The Firstfruit.'
Additionally, a highlight medley video titled 'The Firstfruit Air: 13 Travel Guidelines,' created with the concept of airplanes as a connection between Mark and the city, also received a positive response. This video conveys the meaning of traveling together with Mark's music through the journey contained in the album, enhancing sensory completeness by utilizing objects that match the mood of each song.
# From heartfelt listening parties to large-scale showcases… Mark shared his music and narrative directly
Before the official release of the 'The Firstfruit' album, Mark held listening parties on April 3rd and 7th to first share his music with fans and convey his story directly. Going beyond simple audio previews, he openly expressed the memories and emotions tied to each song, along with the struggles during the production process, delivering a deeper narrative within the music. Through this, fans experienced a special time to connect more closely with Mark and his first album.
On the day of his solo debut on the 7th, a showcase was also held both online and offline, opening with an interlude song titled 'Flight to NYC,' featuring stage production reminiscent of an airport terminal and airplane ambiance sounds. Following this, a captivating performance of the title track '1999,' along with impressive performances of 'Righteous,' known for strong rapping, 'Raincouver,' delivered with a comfortable vocal, and 'Too Much,' which conveyed genuine gratitude, was newly revealed, marking the official start of his solo activities through a large-scale offline event infused with storytelling from Mark.
# In search of Mark's 'The Firstfruit'… Promotion providing fun through various platform connections
Moreover, a unique promotion connecting various online platforms, from offline posters to YouTube and carrot market, continued to receive enthusiastic responses. Posters placed in seven cafes in Seongsu-dong, featuring fruit seekers, captivated attention. Scanning the QR code in the poster led to Mark's daily vlog, seamlessly immersing viewers into the album's story. The vlog contained scenes of Mark using carrot market to find his first fruit, piquing curiosity, while actual postings related to the album were uploaded on the carrot market app since February, providing fans with the fun of searching for hints about the album. This promotion, which expanded the album's message into real-life experiences, garnered attention by providing a unique immersion.
Mark announced his first album 'The Firstfruit' on April 7th, officially beginning his solo activities. Today (9th) at 6 p.m., he will release the performance video of the title track '1999' through the NCT YouTube channel and others. It is expected to present a new sensory stage that combines the performances of the new song evoking the four cities Mark has been through and a musical feel.
[Photo] SM Entertainment
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