Min-Kyung Lee, a current singer-songwriter, shares her perspective on music, analyzing hidden meanings and behind-the-scenes stories.
The new group CORTIS, under Big Hit Music, has emerged as the latest addition to the label's roster, following in the footsteps of BTS and TOMORROW X TOGETHER. They are showcasing impressive self-production capabilities, stepping away from the 'perfect idol' image crafted by major agencies to emphasize their artistry.
CORTIS, consisting of members Martin, James, Joohoon, Sunghyun, and Gunho, released the music video for 'GO!' on HYBE Labels' YouTube channel at midnight on the 10th.
Big Hit Music has promoted them as a 'self-producing idol group' even before their debut track was released. All members participated in writing and composing their debut song. Through short-form videos, they have shown themselves enjoying music in the studio. The music video credits at the beginning also feature the group name 'CORTIS,' indicating their deep involvement in the video production process.
Given that all members are teenagers, the song and music video exude a youthful and energetic vibe, differing from traditional approaches. CORTIS utilized the rarely used 3rd-4th chord progression, drawing listeners' attention. This progression, which has recently gained popularity, was previously uncommon in Korean idol music, with only a few examples like ALLDAY PROJECT's 'FAMOUS.'
The track also incorporates a stimulating synth sound reminiscent of the Y2K era, along with trap beats that evoke old-school hip-hop, adding various layers of fun. The chorus, featuring unrestrained shouts without fixed notes, emphasizes a sense of freedom, leaving a strong impression.
The music video is filled with the playful spirit of teenagers. The members did not strive to appear handsome; instead, they seemed to genuinely enjoy the music, freely playing around throughout the video. They even used a 360-degree camera to create comically distorted faces, eliciting laughter from viewers. This approach breaks away from the traditional idol image of perfection, adding a unique 'artist' vibe from the start.
The public has responded positively, with the music video surpassing 1.47 million views within 14 hours of release. One viewer commented, "It's refreshing that they don't try to look handsome. They seem like friends having fun with a camera." Another remarked, "The music video is so Gen Z. I love it."
CORTIS's debut marks a distinct departure from the debut styles of BTS and TOMORROW X TOGETHER, who showcased hip-hop and vibrant EDM, respectively. As an unpredictable 'self-producing idol group,' it will be interesting to see how CORTIS's future unfolds differently from their predecessors.
Min-Kyung Lee, TenAsia Reporter 2min_ror@tenasia.co.kr