The K-pop market is full of things to see these days. Among them, there is content that draws attention. It is the trailer. Serving as a hint of the new album concept and clearly showing the group's direction, the trailer highlights the individuality of each team while emphasizing the album's message, provoking curiosity with wit at times and showcasing new transformations with bold depictions.
▲ The strength of LE SSERAFIM to burn everything even if they become ashes
LE SSERAFIM's mini album 'HOT', released on the 14th of last month, embodies a solid attitude of diving into and burning passionately for what they love. LE SSERAFIM conveys their determination to not stop and move forward even if they melt in the hot heat or become ashes. This has been emphasized since the trailer, with the trailer for 'HOT', 'Born Fire', clearly showcasing this message.
The five members, displayed in an art gallery like works of art, gain vitality and roam freely. As the surroundings heat up and they melt away, they do not disappear even when they ultimately burn and become ashes. Those reborn from the ashes move forward again. The trailer naturally leads to the consolidation of LE SSERAFIM's narrative of overcoming hardships and rising up. The sophisticated visual aesthetics reminiscent of a fashion film are also noteworthy, as it reinterprets the endlessly moving hamster wheel of a boring daily life and presents destruction of ashes not as extinction but as a precursor to resurrection.
▲ 1999, the video autobiography of NCT's Mark
NCT's Mark presents his first solo album 'The Firstfruit' after 9 years of debut, which deals with his autobiographical story. The title track '1999' refers to the year he was born. The 13 tracks included in the album are divided into four segments based on his hometown Toronto, first migration city New York, childhood spent in Vancouver, and Seoul where he realized his dreams. The trailer '1999, Toronto' encapsulates Mark's footsteps.
The video metaphorically shows the emotions and growth process Mark remembers from his childhood. He reflects on the process of bearing his 'first fruit.' He stumbles countless times in ever-changing environments, yet he gets back up. Through narration, Mark expresses that his life, after looking at the past with new eyes, is meaningful. This trailer, which carries this message, revisits Mark's journey as a form of autobiography.
▲ The bold transformation of Boynextdoor, showcasing their free individuality
Boynextdoor infuses confident self-assurance into their upcoming mini album 'No Genre,' set to be released on May 13. They express their intention to create the music they want without confining themselves within the boundaries of 'genre.' The ambition depicted in the trailer creates a unique enjoyment by meeting with a kitschy sensibility.
The six members showcase themselves relishing the present without concern or regret under six themes: 'NO SHAME,' 'NO PAIN,' 'NO HARM,' 'NO DRAMA,' 'NO FEELINGS,' and 'NO POSING.' They change into jeans on the street without worrying about those around them, or even when they get punched, they remain unfazed. There is also kindness in preserving small creatures even in emotionally intense situations. The conflict with other groups concludes without dramatic twists, and while everyone is excited, they sometimes step back to calmly observe the situation. By tying together unpredictable narratives, they maximize freedom. This aligns with Boynextdoor's bold ambition to not be bound by a specific style.
[Photo] Video capture
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