The 'Gen Z Beauty' group KiiiKiii (Jiyoo, Isol, Sui, Ha-eum, Kiya) has surprise released the music video for 'GROUNDWORK.'
Starship Entertainment posted the music video for the track 'GROUNDWORK' from KiiiKiii's debut album 'UNCUT GEM' on its official YouTube channel on 24th. This video was filmed before KiiiKiii's debut and was surprise released to fans to mark one month since the release of the 'UNCUT GEM' album.
The released video begins with the members illuminated in a dark auditorium. As Ha-eum sings towards the camera, an enigmatic button appears, and after traveling through various spaces, such as an empty playground, a mysterious jungle, and a maze filled with clocks, KiiiKiii faces a new beginning called 'graduation' and walks out together.
The video unfolds in an omnibus format, dividing KiiiKiii's emotions approaching a new beginning into five chapters. KiiiKiii's boundless imagination is depicted through various scene changes and shifts in color as they pass through spaces, including a playground, jungle, maze, rooftop, and auditorium, enhancing the video's visual beauty and immersing the viewers.
In particular, the objects that appear each time they move spaces captured attention. The different forms of clocks in the maze, the gigantic creatures in the jungle, and the pants running around the playground and inside the school incorporated unusual elements that delicately added vibrancy to KiiiKiii's cute and quirky imagination, evoking a feeling as if experiencing it together.
The music video was directed by Bang Jae-yub, known for creating numerous music videos for domestic musicians, bringing a unique camera work and conceptual visuals that elevated its completeness. Using diverse lighting and colors to create completely different atmospheres in each scene, and employing perspective to showcase the members, various visual effects were used to achieve an even more aesthetic music video.
'GROUNDWORK' emphasizes KiiiKiii's playful and witty youth, harmonizing a bouncy 808 BASS and vintage synthesizer sounds to create a distinctive atmosphere. In particular, the lyrics utilize the self-introduction game 'IM GROUND,' highlighting the members' names and KiiiKiii's cheerful team colors, invoking a playful and free-spirited charm.
KiiiKiii officially debuted 13 days ago with the title track 'I DO ME,' winning their first terrestrial music broadcast trophy, and wrapped up their music broadcast activities for 'UNCUT GEM' on 12th. Among these, the released music video for 'GROUNDWORK' showcases another unexpected charm of KiiiKiii, adding anticipation for their future endeavors.
Meanwhile, KiiiKiii is conducting the 'KiiiBox' event through the global short-form video platform 'TikTok' to repay the fans' fervent support. Details and participation methods can be checked through KiiiKiii's official TikTok account and social media.
[Photo] Starship Entertainment
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