MUSIC VIDEO ANALYSIS, BAD BOY - RED VELVET

BAD BOY - RED VELVET

'Bad boy' by Red Velvet is narrative and performance music video, it is described as a hip hop-based R&B song with a synth melody and a heavy bass sound, the music video is a hybrid genre that combines narrative, concept, and performance typologies all at once. K-pop music videos are really unique because it displays a bunch of scenes with the members wearing different looks, in different-looking locations, and every corner of each frame is planned down to detail, both in composition, coloring, lighting, etc. This video shows the 5 members of the K-pop group performing: Irene, Seulgi, Wendy, Joy, and Yeri, the members are represented as powerful and each of them has their own unique persona. The title of the song is “Bad Boy,” but no boys are present throughout the video, the main focus of the video is entirely femininity and in opposition to the “good girl” stereotypes.

The main ideology of Red Velvet's "Bad Boy" music video is the idea of a strong and confident woman who is unafraid to take control and pursue what she wants.

The target audience for this music video is primarily members of the kpop community, including teenagers and young adults, but it also appeals to viewers who enjoy performance-based music videos. The male gaze is drawn to Red Velvet's group concept because they appear quite femenine and generally wonderfully on the screen.

The music video video features a sophisticated choreography and thriving visual effects that are visually appealing and entertaining to watch. Viewers will also watch for escapism because the music video is visually striking and very postmodern. Furthermore, the music video's lyrics and visual elements may evoke specific emotions in viewers, such as excitement or empowerment, which can be a healing and fulfilling experience. The music video is aimed at audiences who share the same beliefs as the lyrics in the song, as well as women who feel empowered. However, it is also aimed at the male gaze, as the members gaze seductively staring into the camera. Because it contains imagery that is inappropriate for young audiences, 'Bad Boy' is also aimed at adolescent and young adult audiences.

R&B music videos are typically set in nightclubs, but kpop music videos use a range of fascinating and visually pleasing locations to make the images look desirable to the viewer. This music video is also quite postmodern since it rejects standard rnb music videos and includes aspects from several genres and styles, such as R&B, pop, hip-hop, and dance. As a result, a distinct and varied style emerges, challenging conventional notions of music and dance.

'Bad Boy' incorporates several close-up views of Red Velvet members throughout the video, which is very common in R&B music videos in terms of camera shots and movements. These images tend to create a sense of intimacy with the viewer and highlight each member's unique beauty. The members exude confidence and mastery through their confident dance moves and powerful vocals. Close-ups and medium shots are also used to convey various emotions and perspectives. In scenes where the members of the group are performing the choreography, for example, the camera frequently uses medium shots and close-ups to show the details of the dance moves and highlight the individual performances of each member.

The video also includes a number of low-angle shots that show the members' power and confidence. These images are frequently employed when the members are sitting or moving to convey power and control, as a result, to reverse gender stereotypes. In contrast, in the scene where the members are lying on a bed, the camera is positioned slightly below them, creating a sense of intimacy and vulnerability.

In addition, there are many tracking shots in the music video which is crucial in kpop because it follows the members dynamic dance moves, these shots assist to generate a feeling of movement and vitality, as well as highlight the video's sophisticated choreography, making the audience engaged with the dance which looks fun and sensual. The video also contains a number of long shots that accentuate Red Velvet's group dynamic. These shots show the group communicating with one another while they are moving as a group and also their appalling atmosphere since they are walking backwards in some shots,creating a danger atmosphere.

Pans and tilts are another common camera movement in the video. These movements contribute to the setting by creating a sense of depth and space within the frame. In the scene where the group is performing in front of an ice-covered location, for example, the camera pans up and down to show the height of the stage and the size of the setting. This movement also contributes to the performance's greatness and playfulness.

Furthermore, there are a variety of bird eye view shots throughout the music video that highlight the girls as small subjects, making them appear vulnerable and objectified as they appear to be on a bed.The girl in image number one wearing a'meow' t-shirt may represent her as a sensitive and cute person, implying her innocence.

One of the most noticeable camera movements in the video is the use of tracking shots. For example, at the beginning of the video, the camera follows the members of the group as they walk down a dimly lit hallway. This technique creates a sense of movement and momentum, drawing the viewer into the scene and emphasizing the cool, confident attitude of the group.

Montage is one of the most noticeable editing techniques used in the music video.

The montage depicts the passage and character development in this plot. The montage is successful because of the combination of set design, performance, and facial expressions.

In this case, the music video begins with the girls dressed in soft pink color palette costumes and in pink settings, but later in the video, the girls begin to employ more red color palettes to build up their 'bad boy' persona.

Nonetheless, their dominance is represented later in the montage, for example, one of the girls appears to be standing up on objects such as a car and a table while throwing money, which could precipitate the power she and the other girls will hold after achieving their main goal (which could be taking revenge)

Furthermore, it intertextuality different media texts in its scenes. As an example, the allusion of the book in the music video which says "Ceci n'est pas de la levre," mixes bricolage and pastiche by replicating Rene Magritte's iconic pipe artwork. The prop's use in the music video can be interpreted as a critique of societal beauty standards. The lipstick stamp represents beauty and femininity, but the written phrase means "there is no lip". This could be interpreted as a challenge to the notion that women must wear makeup to be beautiful or desirable. The prop's use can be interpreted as a statement about the power of language. "Ceci n'est pas de la levre" is a postmodern text inspired by Magritte's famous remark, "Ceci n'est pas une pipe." The use of the phrase in the music video challenges the viewer's perception of the object, just as Magritte's statement challenged the viewer's perception of reality.

Several shots in the video show members of the group dressed in black and surrounded by shadowy figures in dark and smoky rooms. These scenes pay homage back to classic film noir films like "The Maltese Falcon" which frequently featured females and darkened antiheroes in normatively ambiguous situations. The use of film noir imagery in the video is significant because it emphasizes the song's theme of dangerous love, making it an appropriate visual reference for the song's theme.

The music video's use of gun imagery is significant because it creates a sense of tension and danger. Guns, on the other hand, are stereotyped as a manly object, and the music video tends to subvert those perceptions by portraying the girls as strong women.

"The Maltese Falcon"

To create an alluring and mysterious atmosphere, dark hues and red lighting or effects are used. Throughout the video, the use of red lighting represents the "bad boy" character and his alluring dangerous nature. The color red is associated with traditional horror films, but it also symbolizes love. Throughout the video, key lighting and studio lighting are used to create a sense of main character vibe.

The members' outfits are a mix of styles, with sleek, black leather and denim accentuating their fierce and confident attitude. The members' use of bold and dark colors in their outfits contributes to the video's seductive tone, enhancing their overall performance.

As previously stated, the music video depicts their character's transformation from innocent to dangerous. Another example of intertextuality in the video is the use of fashion and style references from various eras. Throughout the video, the members of the group are dressed in a variety of outfits that reference various fashion trends from the twentieth century. In one scene, they are dressed in crop tops and denim shorts, reminiscent of the 1990s grunge fashion trend. This is essential in order to successfully share the video's narrative and entertain th viewers with visual elements.

Throughout the video, special effects such as the use of smoke and fog  create a moody and intimate atmosphere, emphasizing the members' expressions and movements. The use of a classic car as a prop by the group emphasizes their "bad boy" persona while also adding a touch of luxury to the video. Furthermore, location is an important aspect of the music video's set design, with the majority of the scenes taking place in mysterious but intriguing settings. The pool scene, the location surrounded by mannequins, and the fancy spooky dining room, for example, are all references to traditional horror movie scenes.

In order to convey the intimate mood and tone of my music video concept, I will consider the use of different types of lighting in my own music video, similar to the 'Bad Boy' music video. By incorporating some of the elements from 'Bad Boy,' I would make sure to highlight women's empowerment in my music video.