Introducing the work of the South Korean group Golden Child
The interest in the creativity of collectives from South Korea is constantly growing, which is especially pleasing when the findings for research turn out to be truly talented and creative. As an example, here's a video for up-and-coming South Korean group Golden Child (골든 차일드) called It's U (너 라고). In a three-minute video, the creators managed to fit the content of the whole film with magic, bright airy colors, disappointments and joys.
The video was presented on the YouTube channel "1theK" of the official aggregator of South Korean music in the K-Pop genre - the company "LOEN Entertainment". The channel is growing very rapidly, attracting more than one million subscribers per year. Today their number has reached thirteen million (since 2011) and continues to increase. Official community "1theK" in with more than 2,8, millions of subscribers also support this process.
The success of the K-Pop genre in the world
The expert community attributes this success to the growing interest in South Korean music, on the one hand, and to the competent marketing policies of labels promoting specialized music brands, on the other. In addition, the K-Pop genre itself seems to be specifically created to capture markets. According to American music magazine Rolling Stone, K-pop is a "mix of trendy Western music and high-energy Japanese pop" and "preys on listeners' heads with repeated, carefully calculated hooks, often in English." K-pop "treads the line of mixing styles, combining both singing and rapping and emphasizing action, rhythm and powerful visuals." Although in Korea itself this term can be understood as almost any direction of Korean pop music, outside the country, K-pop refers exclusively to music performed by so-called idols (similar in concept to Japanese idols) in a mixture of the above genres.
Video clip Golden Child "Genie"
On October 24, 2018, Golden Child released their next work entitled “Genie”. The way the video is presented, the organization of light, color, rhythm and audio flow fully confirm the conclusions made by experts regarding the K-Pop genre.
