At the center of the unprecedented YouTube records that the group Blackpink built in the global K-pop market is the steadfastness of chief producer Yang Hyun-suk, who pioneered a new content genre called "performance videos." Blackpink's overwhelming presence, officially listed in the Guinness World Records after becoming the first artist worldwide to surpass 100 million subscribers on an official YouTube channel and exceed 42 billion cumulative views, reveals its true value in choreography videos that draw explosive popularity almost on par with official music videos.
Conventionally in the music industry, an artist's official music video surpassing 100 million views on YouTube is considered a milestone that can be reached only with both a powerful global fandom and broad public appeal. However, Blackpink has gone beyond easily surpassing billions of views with music videos to achieve an overwhelming feat of putting almost all performance videos and dance practice videos into the hundreds of millions of views club. By leading repeated plays from fans around the world with videos that focus solely on the members' lines and performances without extravagant sets or CGI effects, they proved that performance alone has explosive content power comparable to a music video.
In reality, Blackpink's choreography video view counts are unmatched. In particular, the dance performance video for "How You Like That" surpassed 2 billion views, building a milestone as the first and highest record in K-pop choreography video history. In addition, numerous choreography videos are recording hundreds of millions of views, including "Kill This Love" (540 million views), "Ddu-Du Ddu-Du" (510 million views), "Don't Know What To Do" (360 million views), "Boombayah" (340 million views), and "Lovesick Girls" (330 million views). Including solo choreography videos such as Jennie's "SOLO" (310 million views) and Lisa's "MONEY" (140 million views), they have produced as many as 50 videos with over 100 million views to date, making global mega-hits of choreography videos Blackpink's firm trademark.
Behind Blackpink's ability to elevate choreography videos to global killer content that records hundreds of millions or billions of views is the solid backing of chief producer Yang Hyun-suk's differentiated planning.
If choreography videos in the past K-pop market were merely auxiliary tools to check movements and records, Chief Yang reinvented them as a new concept called "performance videos," which maximize the charm and details of the choreography itself for appreciation. From the planning stage he selected and revised multiple choreographies, and he personally led 100% of the camera work and final video editing, three-dimensionally realizing the dynamism of performances that music videos could not fully capture.
This is the result of a perfect synergy between Blackpink's unparalleled artistic capabilities and Chief Yang's precise production philosophy that penetrated the essence of performance. Chief producer Yang Hyun-suk's steadfastness in elevating choreography videos to a core content dominating the K-pop market became the most powerful driving force behind the brilliant achievement of being the first in the world to surpass 100 million subscribers.
[Photo] YG Entertainment
[OSEN]