K-Pop is a genre of music which is becoming more and more popular and each music video made seems to follow the same set of codes and conventions. While I may not be able to analyse the link between the lyrics and visuals without a translator, there are still visible features that each promo has.
This video released in June 2015 is much like an other K-Pop video, it is very upbeat and fast paced, with large portions of very fast and difficult choreography that each member performs. This follows the code and convention of promos needing to meet demands of record labels as each member gets their own screen time and the band is shown together.
Other codes and conventions for this genre of music would be, extravagant sets, complicated choreography, imaginative costumes making the videos performance and narrative based.
Dope starts with a small intro before the song starts which introduces the first member of the group who is in a costume, ticking off one of the codes and conventions already. Each of the boys costumes are work related, this gives the video some narrative that audiences can follow. Two other members are then shown in there own sets and in different costumes, before the chorus starts and the entire group perform a dance. The dance is fast and looks difficult, this feature could be used to grab audiences attention as the performances are so well done it leaves people wanting to watch more.
As the video continues the rest of the band get their individual screen time with close ups and dancing, making the video more performances based.
The bridge of the song is slower, this is shown through the changes in lighting which focus on two of the members in blue and red and the dancing that has stopped/slowed.
The music and visuals have been linked together through the fast dances and sharp camera movements but also through lighting. During one of the group performances spotlights are used erratically which ties in well with the music.
This music promo has followed every convention of a modern K-pop video such as the big and multiple sets. Compared to other K-pop videos from other groups such as EXO there isn't any noticeable motifs that individual bands follow, this may be because K-pop is less about individuality and more focused of created popular bands with mass success.
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