SHINee Lucifer MV
This is the latest music video by the Korean Pop sensation SHINee. I chose this music video because I think that it is important to be able to see the different style of music video globally. I will be exploring the 4 key concepts of narrative, genre, media language and representation.
The genre of this music video is Korean Pop as easily spotted by the way the video is set out. The difference between western pop music videos and Korean pop music videos is that K-pop music videos focuses on the costume and set of their video also the choreography. It matches with the concept that every album or every band has by their company. Concepts is something that Korean Pop artists use a lot for their look to match the song, and this is not seen a lot in the west, as K-pop artists usually invent themselves everytime they have a new song out. This video has a concept of "futuristic bad boys" so therefore the boys wear a lot of metallic, leather jackets and boots. Also their make up is something that is frowned upon if this was a western music video but in K-pop the use of make up is emphasized for their concept.
The lighting of this video is all artificial. It has a dark setting as the song is about a dark love, and it also matches with their costume and it makes the mood of the video exciting and intriguing as it focuses a lot on the boys.
The narrative of this video is straight forward, there's not a story line or plot it mostly focuses on the choreography and the band member's individual shots. Although the way the dance is choreographed it narrates the lyrics of the song. for example
"If you tie me down and trap me
Then the love is also tied down
The future is also tied down"(english translation of chorus)
The artists acts as the narrator of the song, with their choreography. There is no disruption or equilibrium in this video as there is no story line.
The representation that the audience supposed to identify is that they are the "futuristic bad boys" as the concept is set. Even though audience in the West wouldn't think so, I think that different culture plays a big role in the way the boys are represented. The boys wear excessive make up and has unique hairstyle also the costume plays a big role in the way they are represented. Their style may be seen as a very effeminate and camp compare to normal western pop stars.
This video is edited perfectly to the beat. This plays a huge role in the way the choreography looks and it sets the mood of the whole video. For their music video, they have used “matrix camera” techniques called the “Flow-mo” technique. There were over 120 digital still camera’s taking 100 full frames to 12,000 to fully capture the desired special effects for their music video.
The ”Flo-mo technique” was used for SHINee to maximize the dynamic image of their concept.
The ”Flo-mo technique” was used for SHINee to maximize the dynamic image of their concept.
They didn't use the green screen much as most of the video is shot in a set.
below is the behind the scene footage of the making of Lucifer.
The individual shots ranges from mid shot and close ups.
these close ups are used to focus on the boys' individual character.
For the dance scenes the camera is often at a low angle looking up at the boys, this gives a powerful and strong mood as they look into the camera.
The use of zoom gives the full impact of the choreography and the Boys costume.
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