To be honest, this year I tended to watch most K-pop music videos one or two times before moving onto the song and leaving the visuals behind. The water mark for music videos has become very high, with the industry churning out cinematic, big-budget works every other day. While many videos could comfortably slot into this countdown, here are ten that remained in my memory long after their premiere.
10. KANG DANIEL – SOS
I’m a big fan of the Mad Max aesthetic used in this video. It’s well-executed and very cinematic.
9. J.Y. PARK – CHANGED MAN
J.Y. Park always makes entertaining videos, and just like the song itself this one finds the perfect balance between parody and sincerity.
8. BLACKSWAN – CAT & MOUSE
Sometimes, simple color palettes are the most striking. Cat & Mouse wrings the most out of its Looney Toons inspiration for a video that’s quite memorable in its quirky fashion.
7. ATEEZ – HALAZIA
I feel like many people will gravitate to Bouncy when it comes to music video countdowns, but I find the dark, haunting palette of the dramatic Halazia more compelling.
6. AGUST D – HAEGEUM
I haven’t often connected with Suga’s solo music, but he routinely creates excellent music videos. This feels like a mini movie.
5. JUNGKOOK – STANDING NEXT TO YOU
Seven was probably more creative as a video, but I just find this whole package very captivating. From the colors to the focus on choreography, it’s super stylish and matches the song so well.
4. U-KNOW – NEXUS REALITY SHOW
I’m not sure I can say this completely lives up to its potential, but I applaud the ambition of making a short film that encapsulates an entire album project.
3. (G)I-DLE – I DO
This borrows liberally from the 80’s Spielbergian sci-fi movie oeuvre, but I’m a sucker for that genre. I love music videos that tell a compelling (usually simple) story.
2. THE BOYZ – LIP GLOSS
While I find the “K-pop idol group chases after white girl in exotic locale” shtick kind of weird, the video itself was one of the most enjoyable jolts of serotonin all year – especially the movie musical finale.
1. IVE – I AM
Was this the most bombastic video of the year? I mean, they’re dancing on the wings of an airplane… mid-flight! Everything here is an absolute serve – one long victorious strut funneled into a music video.