The Storyline K-Pop Music Video: Ambiguous Narratives and the Viewing Experience

Investigating Music Video Culture in K-Pop

A K-Pop music video is known for its distinct aesthetic: highly stylised, larger than life sets and rich in colour — all captured in dynamic camera work. The music video’s role is more than just accompany the title track, but also complete a trifecta that is unique to the genre: visually expand the group’s current concept or theme, showcase the members (both in talent and looks), and most importantly, house their choreography. All is all, it’s there to be pleasing to the eyes, following an underlying rule — visuals first, narrative second.

However, when a storyline is involved, they have an interesting approach. In these narrative led music videos, what viewers often find is that the story is told loosely or is ambiguous in its telling. On simpler terms, these type of music videos are often referred to as Storyline MVs— a name coined by fans. Since K-Pop groups are composed of multiple members, they allocate different storylines to accommodate the numbers. This can be shown as: a narrative per member or shared between sub-groups (For example: 2-3 members, playing various characters in the same storyline). If possible, they interlace an additional storyline which involves everyone in the group to tie it all together. The stories are then simultaneously told, interchanging across the different narratives. Overall, it’s seen holistically as it aims to serve one group. Therefore, existing in the same universe. This technique is much more prominent in longer projects where they resemblance short films more in terms of structure, namely the ‘Comeback Trailers’ or perhaps the Teaser Clips which are released in anticipation for the main music video.

Upon closer look, only the most significant beats of the individual stories are shown, with very little development in between. Although following a narrative can be more compelling as it provides more than just visuals, this particular style used can be difficult or confusing to watch for the average viewer. The multi-narrative structure these music videos follow so they can cater to all members can potentially leave their audience empty. Since the different storylines are strung together within a short time frame, it doesn’t give enough room for each story to fully develop — arguably lacking at times. As a whole, there’s a lot to achieve in such a limited amount of time.

Despite its vagueness, it’s what makes these type of music videos the most intriguing. Even though the storylines are not fleshed out in great detail, the ambiguity leaves room for the imagination. In a way, this deliberate creative choice creates a new viewing experience or introduces a different way of consuming music videos. Knowing the fan culture that revolves around K-Pop and how it is powered by that very force, the vague gaps allows fans to participate in the art form. This is evidenced by the original content fans produce based around the the music video. In its most conventional form, this can be seen through fan-fiction where they generate new stories based on the music video’s narrative. In a more casual approach, fans create their own theories and discuss possible meanings within their communities, found in threads across Twitter to lengthy posts on Tumblr. Both are clear attempts to fill in the gaps that breathes new life into the project. Arguably, taking ‘user generated content’ onto a new level.

This ambiguous approach isn’t the typical way of communicating stories — certainly not in western media. Generally, stories are told from A to B; with a beginning, middle and end. Through the use of this method, the music video deviates from the standard dialogue: “here’s a story, you consume”. Instead, it asks: “here’s a story, what else could it possibly be?”. There’s this beautiful give and take relationship between the audience and the content. While the music video provides enough structure by showcasing the stories’ significant points, the viewer is free to make the story their own. It offers them the liberty to fill in the rest, like sentences waiting to be completed. As a result, the audience isn’t just a passive viewer, but an active consumer.

Looking at the K-Pop music video culture at large, it seems that the ambitious storytelling acts as a direct invitation for their audience to take part in the narrative. This relationship is different elsewhere within the music video landscape, where audience participation is mainly seen through views and comments. At most, a general conversation debating whether the music video is “good or not”, and some critique on the music video’s creative direction. That said, the music video is usually seen as is, as intended — no more, no less. Additionally, user generated content are additional features, instead of being ingrained in the culture. In contrast, the viewing experience in K-pop cultivates a culture of its own, and the techniques found in their music videos facilities this unique relationship exclusive to the genre. Through the way a K-pop Storyline MV can’t just be seen as intended due to its fragmented telling and cryptic style, it rethinks the way music videos or short films at large can be experienced. On a personal level, some of the best viewing experiences I had as an audience is when a story is left on a cliff hanger or when the plot requires a bit more thinking. The Storyline MV is reminiscent of that feeling. The narrative ambiguity keeps you guessing. It keeps you on your toes. It keeps you curious. You guess. You add. You anticipate. This is an exciting way to be an audience — a sentiment which fans can agree on, and perhaps one of the reasons why the genre has become well-loved across the globe.

Another way this technique is effectively used is in BoA’s music video for ‘Disturbance’. Interestingly, this was released in 2013 — much earlier than the other examples provided. For this music video, additional supporting clips are created to compliment the main narrative. The fans can then choose how they would like to end the narrative in the original, provided with two choices: a happy ending and a sad ending. Through this, the filmmakers and the creative team involved truly understand the music video culture in K-pop. For this project, active participation in the narrative is not only considered but encouraged. They take it one step further by providing options, directly requesting its viewers to fully participate in the music video’s story. Ultimately, elevating the viewing experience.

It would be an oversimplification to reduce this storytelling style as mere fan service; a marketing technique to increase investment into the musicians which music videos are created for. Through the ambiguity, the audience is allowed to actively engage with the narrative. In turn, a relationship between the music video and the viewer is formed. In a way, the viewers are treated as creative equals, invited to craft their own art or interpretations based on the narrative. They are treated with their own sense of agency. Together, they create this unique viewing culture; making this specific branch of the music video industry special.

This also speaks of the potential of the music video as a medium. While it can be intriguing to be offered a music video with a solid narrative at hand, with the arcs fully realised and nuance in the characters, it might be interesting to drift away from that and allow room for something different. By considering who’s going to be in the receiving end of the music video and how they might connect with it, it can bring something new to the table. As seen through these style of K-Pop music videos, this is entirely possible. The filmmaker and/or artist doesn’t always have to claim full control or ownership of the narrative; they can share it instead or be open for interaction— inviting others to relish in the story. Above all, this storytelling technique breathes new life into the song it’s trying to interpret. This adds another way which the audience can connect with the music or deepen its impact. In turn, transforming not only the viewing, but also the musical experience. It’s a win, both sonically and visually.

As we move forward, it would be interesting how this style evolves, especially as K-Pop’s popularity worldwide strengthens even more. How will it play out in the future and adapt to change? Will it become obsolete and what will it be overtaken by? What does this say about the wider K-Pop music video landscape? On a closer lens, it would be worth investigating which stories are best told using this technique. On the other hand, I would like to see this style applied in other musicians, especially non K-Pop acts: would it be just as effective, or it this technique only effective within K-Pop? Above all, it’s also important to evaluate the impact of the technique itself; who is more influential in the outcome of the music video, the viewer or the filmmaker? There’s more to this storytelling method that needs to be explored.

Afterword: It’s also important to emphasise that not all K-Pop Storyline Music Videos follows this ambiguous style. In fact, there are many other music videos that features cohesive storylines which are fully realised on screen; some of them considered as genre classics and pioneers of the Hallyu Wave. However, in a genre as saturated and ever-evolving as K-Pop*, it has its own set of trends and styles which ebbs and flows — this is just one aspect. In particular, the narrative, drama-style music videos were popular in the genre during the early to the mid 2010s. In another essay, I will attempt to track where this exactly begins and ends, the factors which influenced its rise and decline, and perhaps touch on its relationship with K-Dramas.

*K-Pop is often used as an umbrella term. At times, it is used as a synonym for “Korean Music”, rather than solely focusing on the pop genre in the Korean language. I will expand on this on a different essay, as I touch on more topics related to the music videos crafted from this part of the world.

This study is part of a personal project that I’m conducting, “ BTS: Music Video Culture in K-Pop”. This is a research project focusing on the moving image side of K-Pop: tracking trends, investigating the craftsmanship behind the scenes and the developing market within it. More to come on this soon! Please get in touch if you would like to know more, discuss ideas and/or potentially collaborate with me on this endeavour.

Find me here: Charlene Louise

As F.R. David once sung, “Words don’t come easy to me” — so here’s me trying. Talking design, film, and pop culture; from east, west and everything in between.