I remember when it was pretty common for k-pop MVs to have some kind of hidden lore or storyline behind them. Sometimes it was just there to get people talking and theorizing, and probably wasn’t even meant to become an actual story, but it was still really fun to look for all the little details.
And then you had groups like LOONA, EXO, BTS, VIXX, etc. that actually built pretty solid lore around their releases, with each MV feeling like another piece of a bigger story. I think that added a lot to the experience of following them and made the music feel like part of a bigger artistic world rather than just another comeback.
That’s why I’m really happy that groups like ARTMS and Cosmosy are still doing this. It feels like this kind of thing has become much less common with newer generations, so seeing artists still putting effort into worldbuilding and storytelling is really refreshing.
If you know any current groups that are doing this kind of lore/storyline with their MVs, please recommend them🙏🏻🙏🏻🙏🏻 I’d love to find more. Personally, I highly recommend ARTMS’ Birth. it’s basically the beginning of their story as fragmented pieces of the goddess Artemis, and it’s such a cool concept.
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