YG Entertainment (hereinafter YG)'s production philosophy, which focuses on the essence of music and performance, is proving to have unparalleled competitiveness in the global K-pop market. At its center is the steadfast persistence of chief producer Yang Hyun-suk toward uncompromising perfection, drawing attention.
The performance videos and choreography practice videos YG has presented so far total about 170. Of these, the performance videos number 69, with cumulative views reaching a staggering 7 billion. All of these videos were born from chief producer Yang Hyun-suk's unusually hands-on leadership, with him personally directing 100% from planning to choreography, on-site guidance and final video editing.
Where conventional choreography practice videos focused on recording movements, YG's performance videos are standalone content designed to highlight and showcase the advantages and flavor of the choreography itself through three-dimensional editing. Even within the short-form trend consumed quickly and lightly, chief producer Yang Hyun-suk devoted himself to building a new area called the "performance video" based on YouTube since Blackpink's debut. And such performance videos later became major content leading K-pop's success.
Behind this obsession is chief producer Yang Hyun-suk's singular track record.
From his debut days with Seo Taiji and Boys in 1992 through the fourth album, he personally created all the choreography, and after founding YG 30 years ago he showed his sensibility by crafting signature choreographies such as Big Bang's "Lies" and "Last Farewell," and 2NE1's "Fire."
From Blackpink's debut, when the scope of record production widened, he has shown extraordinary dedication by personally selecting and revising proposals from global choreographers, and completing everything with his own hands from stage set concepts to cut-by-cut video editing.
This production method laid the groundwork for Blackpink's group and solo performance videos to record hundreds of millions of views and for the group to reach 100 million YouTube subscribers, a global milestone.
YG said "completing a performance that best harmonizes with the music is YG's production philosophy." Through uncompromising effort, producing performances that create the most perfect synergy with the music is the stubbornness YG maintains for its artists and fans. In addition, it said "TREASURE and BABYMONSTER, as well as the rookie artists we will present in the future, will also meet global fans with high-quality performance content."<
[Photo] YG Entertainment
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