CORTIS, the 'Big Hit Music rookie,' is providing freshness through active promotion using short form content.
On the 16th, CORTIS (Martin, James, Juhun, Seonghyeon, Gunho) posted two videos on their global short-form video platform TikTok channel that contained hints about their debut album's title track, 'What You Want.' The members perform short skits using the song's title or exchange hand signs against a constantly moving treadmill background.
The approach of embedding hints in multiple short forms instead of revealing parts of the music video is fresh. In particular, placing clues about the new song's lyrics and choreography in the members' daily lives, such as the filming location and practice room, piques the audience's curiosity.
The promotion that actively utilizes short forms showcases the characteristics of a team composed entirely of teenagers. Content created by the 'Young Creator Crew,' who collaboratively produce music, choreography, and videos, plays a major role in captivating users. They delight fans waiting for their debut with a variety of posts, including self-produced music videos, remix tracks, and dance challenge tutorials, all of which are planned, filmed, and edited by themselves.
Fans who are contemporaries of the members passionately reacted to the short, unrestrained videos that capture things as they are, noting it as 'a different kind of content.' Thanks to the support of the global fandom, CORTIS's official TikTok account reached 1 million followers just six days after its launch and surpassed 1.3 million as of the 16th. The music video for the intro track, 'GO!' which was posted on the 11th, entered the YouTube trending music video charts in various countries and regions, including Korea, the United States, Canada, and the United Kingdom, immediately after its release.
CORTIS will release the track 'What You Want' and a conceptual performance film at 6 p.m. on the 18th. The five members boldly sing about not hesitating to seize what they desire in this song. It feels like a declaration reflecting CORTIS's determination as they step into a new world. The appealing psychedelic rock guitar riff from the 1960s, fused with boom bap rhythm, is enhanced by the members' ideas and touches throughout the song, choreography, and videos.
CORTIS aims to bring a new breeze to the K-pop market by releasing creations made with different thoughts and new perspectives, just like their team name, which means 'to think freely beyond the standards and rules set by the world.'
[Photo provided by Big Hit Music.]
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